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Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
Research	
  Automa.on	
  
Melanie	
  Courtright	
  
EVP,	
  Global	
  Products	
  &	
  Client	
  Services	
  
Research	
  Now	
  
18	
  August	
  2016	
  
©	
  2016	
  Research	
  Now	
  Group,	
  Inc.	
   2	
  
Automa@on	
  and	
  technology	
  are	
  driving	
  a	
  new	
  set	
  of	
  changes	
  in	
  market	
  
research,	
  forcing	
  us	
  to	
  evolve	
  our	
  prac@ce	
  
From	
  in	
  person	
  to	
  mail	
  to	
  phone	
  
to	
  online	
  to	
  mobile,	
  our	
  modes	
  
have	
  evolved	
  more	
  than	
  our	
  
methods.	
  
	
  
This	
  next	
  wave	
  of	
  change	
  
requires	
  our	
  methods	
  to	
  evolve	
  
to	
  survive.	
  
A  New  Wave  of  Change
Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
©	
  2016	
  Research	
  Now	
  Group,	
  Inc.	
   3	
  
Automa3on  Touches  Everything  
Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
©	
  2016	
  Research	
  Now	
  Group,	
  Inc.	
   4	
  
Compe@ng	
  forces	
  eventually	
  merge	
  as	
  objec@ons	
  are	
  overcome	
  through	
  
design	
  thinking	
  
	
  
Resis@ng	
  Forces:	
  
•  Desire	
  for	
  Trending	
  &	
  Comparability	
  
•  Cannibaliza@on	
  Concerns	
  
•  Fear	
  of	
  “Dumbing	
  Down”	
  Research	
  
•  Fear	
  of	
  Making	
  a	
  Bad	
  Decision	
  
•  Fear	
  of	
  “Sameness”	
  
•  Fear	
  of	
  Reduced	
  Quality	
  
Driving	
  Forces:	
  
•  Speed	
  of	
  Consumer	
  Changes	
  
•  Cost	
  and	
  Profitability	
  Needs	
  
•  Internet	
  of	
  Things	
  
•  Data	
  Data	
  Everywhere	
  
•  Need	
  More	
  Time	
  to	
  Think	
  
•  Need	
  for	
  Benchmarking	
  
Forces    For  and  Against  Change
Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
©	
  2016	
  Research	
  Now	
  Group,	
  Inc.	
   5	
  
Many	
  have	
  discussed	
  the	
  analogs	
  between	
  ad	
  tech	
  and	
  automa@on,	
  	
  
but	
  it	
  might	
  be	
  more	
  important	
  to	
  discuss	
  the	
  differences	
  
	
  
Differences:	
  
•  Representa@veness	
  
•  Bias	
  
•  Data	
  driving	
  marke@ng	
  and	
  
strategy	
  
•  The	
  price	
  of	
  mistakes	
  
•  The	
  research	
  par@cipants	
  
Similari@es:	
  
•  Programma@c	
  
•  Volume,	
  velocity,	
  variety,	
  veracity	
  
•  Transparency	
  (price,	
  inventory,	
  
etc.)	
  
•  Buyer	
  power	
  
•  Premium	
  layers	
  
Adtech,  Martech,  Madtech,  and  “MRTech”
Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
©	
  2016	
  Research	
  Now	
  Group,	
  Inc.	
   6	
  
The  Key  to  Success  Is…  
Building	
  	
  
the	
  Mind	
  	
  
of	
  the	
  
Researcher	
  
Into	
  the	
  
Technology	
  
Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
©	
  2016	
  Research	
  Now	
  Group,	
  Inc.	
   7	
  Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
©	
  2016	
  Research	
  Now	
  Group,	
  Inc.	
   8	
  
“We	
  Don’t	
  Want	
  to	
  Pay	
  for	
  
	
   	
   	
   	
  Doing	
  Hands…	
  
	
  
We	
  Want	
  to	
  Pay	
  for	
  	
  
	
   	
   	
   	
  Thinking	
  Minds.”	
  
Our  Clients  are  Telling  Us
Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
©	
  2016	
  Research	
  Now	
  Group,	
  Inc.	
   9	
  
Embracing  Automa3on  will  SAIV  you…  
    
-­‐-­‐  Time  
-­‐-­‐  Money  
-­‐-­‐  Clients
Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
©	
  2016	
  Research	
  Now	
  Group,	
  Inc.	
   10	
  
Standardiza3on
Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
©	
  2016	
  Research	
  Now	
  Group,	
  Inc.	
   11	
  
Appifica3on
Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
©	
  2016	
  Research	
  Now	
  Group,	
  Inc.	
   12	
  
Integra3on
Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
©	
  2016	
  Research	
  Now	
  Group,	
  Inc.	
   13	
  
Visualiza3on
Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
©	
  2016	
  Research	
  Now	
  Group,	
  Inc.	
   14	
  
Automa3on  Case  Study
Brand	
  Health	
  Research	
  
Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
©	
  2016	
  Research	
  Now	
  Group,	
  Inc.	
   15	
  
Standardiza3on
Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
©	
  2016	
  Research	
  Now	
  Group,	
  Inc.	
   16	
  
Appifica3on
Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
©	
  2016	
  Research	
  Now	
  Group,	
  Inc.	
   17	
  
Integra3on
Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
Holis@c	
  
Data	
  Set	
  
Customer	
  
Data	
  
Transac@on	
  
Date	
  
Survey	
  Data	
  
Third	
  Party	
  
Data	
  
Behavioral	
  
Data	
  
©	
  2016	
  Research	
  Now	
  Group,	
  Inc.	
   18	
  
Visualiza3on
Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
19	
  ©	
  2016	
  Research	
  Now	
  Group,	
  Inc.	
   19	
  
Innovate  
or  
Evaporate!
Melanie	
  Courtright	
  
Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
Research	
  Automa.on	
  –	
  Agility,	
  Automa.on	
  &	
  AI	
  
Melanie	
  Courtright,	
  Research	
  Now,	
  2016	
  
Q	
  &	
  A	
  
Ray	
  Poynter	
  
The	
  Future	
  Place	
  
Melanie	
  Courtright	
  
Research	
  Now	
  

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Melanie Courtright AAA 2016

  • 1. Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016   Research  Automa.on   Melanie  Courtright   EVP,  Global  Products  &  Client  Services   Research  Now   18  August  2016  
  • 2. ©  2016  Research  Now  Group,  Inc.   2   Automa@on  and  technology  are  driving  a  new  set  of  changes  in  market   research,  forcing  us  to  evolve  our  prac@ce   From  in  person  to  mail  to  phone   to  online  to  mobile,  our  modes   have  evolved  more  than  our   methods.     This  next  wave  of  change   requires  our  methods  to  evolve   to  survive.   A  New  Wave  of  Change Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  • 3. ©  2016  Research  Now  Group,  Inc.   3   Automa3on  Touches  Everything   Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  • 4. ©  2016  Research  Now  Group,  Inc.   4   Compe@ng  forces  eventually  merge  as  objec@ons  are  overcome  through   design  thinking     Resis@ng  Forces:   •  Desire  for  Trending  &  Comparability   •  Cannibaliza@on  Concerns   •  Fear  of  “Dumbing  Down”  Research   •  Fear  of  Making  a  Bad  Decision   •  Fear  of  “Sameness”   •  Fear  of  Reduced  Quality   Driving  Forces:   •  Speed  of  Consumer  Changes   •  Cost  and  Profitability  Needs   •  Internet  of  Things   •  Data  Data  Everywhere   •  Need  More  Time  to  Think   •  Need  for  Benchmarking   Forces    For  and  Against  Change Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  • 5. ©  2016  Research  Now  Group,  Inc.   5   Many  have  discussed  the  analogs  between  ad  tech  and  automa@on,     but  it  might  be  more  important  to  discuss  the  differences     Differences:   •  Representa@veness   •  Bias   •  Data  driving  marke@ng  and   strategy   •  The  price  of  mistakes   •  The  research  par@cipants   Similari@es:   •  Programma@c   •  Volume,  velocity,  variety,  veracity   •  Transparency  (price,  inventory,   etc.)   •  Buyer  power   •  Premium  layers   Adtech,  Martech,  Madtech,  and  “MRTech” Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  • 6. ©  2016  Research  Now  Group,  Inc.   6   The  Key  to  Success  Is…   Building     the  Mind     of  the   Researcher   Into  the   Technology   Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  • 7. ©  2016  Research  Now  Group,  Inc.   7  Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  • 8. ©  2016  Research  Now  Group,  Inc.   8   “We  Don’t  Want  to  Pay  for          Doing  Hands…     We  Want  to  Pay  for            Thinking  Minds.”   Our  Clients  are  Telling  Us Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  • 9. ©  2016  Research  Now  Group,  Inc.   9   Embracing  Automa3on  will  SAIV  you…       -­‐-­‐  Time   -­‐-­‐  Money   -­‐-­‐  Clients Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  • 10. ©  2016  Research  Now  Group,  Inc.   10   Standardiza3on Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  • 11. ©  2016  Research  Now  Group,  Inc.   11   Appifica3on Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  • 12. ©  2016  Research  Now  Group,  Inc.   12   Integra3on Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  • 13. ©  2016  Research  Now  Group,  Inc.   13   Visualiza3on Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  • 14. ©  2016  Research  Now  Group,  Inc.   14   Automa3on  Case  Study Brand  Health  Research   Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  • 15. ©  2016  Research  Now  Group,  Inc.   15   Standardiza3on Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  • 16. ©  2016  Research  Now  Group,  Inc.   16   Appifica3on Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  • 17. ©  2016  Research  Now  Group,  Inc.   17   Integra3on Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016   Holis@c   Data  Set   Customer   Data   Transac@on   Date   Survey  Data   Third  Party   Data   Behavioral   Data  
  • 18. ©  2016  Research  Now  Group,  Inc.   18   Visualiza3on Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  • 19. 19  ©  2016  Research  Now  Group,  Inc.   19   Innovate   or   Evaporate! Melanie  Courtright   Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  • 20. Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016   Q  &  A   Ray  Poynter   The  Future  Place   Melanie  Courtright   Research  Now