In this presentation Ray will highlight the latest trends and innovation in market research, highlighting shifts that could be impacting the way we do market research in 2017 and the near future. The presentation will draw on the recent GRIT report, the IIeX conference held in Amsterdam, and events/reports from the likes of ESOMAR and the MRS.

1. 2017 – Where’s the cu0ng edge in market research?
Ray Poynter
Festival of
#NewMR 2017
2017
Where’s the cu/ng edge
in market research?
Ray Poynter

2. 2017 – Where’s the cu0ng edge in market research?
Ray Poynter
Festival of
#NewMR 2017
Inputs
#NewMR

3. 2017 – Where’s the cu0ng edge in market research?
Ray Poynter
Festival of
#NewMR 2017
Mainstream
• Mobile
• CommuniDes
• Beyond direct quesDons
• Eye-tracking
• CollaboraDve
• Storytelling

4. 2017 – Where’s the cu0ng edge in market research?
Ray Poynter
Festival of
#NewMR 2017
Automa=on
Repor=ng DIY
Products
Shrink-
wrapped
Solu=ons

5. 2017 – Where’s the cu0ng edge in market research?
Ray Poynter
Festival of
#NewMR 2017
Blended Research
Surveys
Social
Media
System
2
System
1
Qual
Big
Data
F2F
Comm-
uniDes

6. 2017 – Where’s the cu0ng edge in market research?
Ray Poynter
Festival of
#NewMR 2017
Messaging
Dark Social

7. 2017 – Where’s the cu0ng edge in market research?
Ray Poynter
Festival of
#NewMR 2017
Agile
Minimum Viable
Minimum Viable Product
Design
Test
Refine
Launch
Waterfall
Agile - Itera=ve
Design Test Refine Launch
Design Test Refine Launch
Design Test Refine Launch
Design Test Refine Launch

8. 2017 – Where’s the cu0ng edge in market research?
Ray Poynter
Festival of
#NewMR 2017
Recognology HT Mardien Drew
Google Photos – “Rock”

9. 2017 – Where’s the cu0ng edge in market research?
Ray Poynter
Festival of
#NewMR 2017
Analy=cs
• MulDple sources
• Longitudinal
• Sparse data
• Imperfect data
• Beyond numerical data

10. 2017 – Where’s the cu0ng edge in market research?
Ray Poynter
Festival of
#NewMR 2017
Not Yet
• IoT
• Brain scanners (but IAT is hot)
• GeolocaDon
• Immersive VR and AR – but could be v.soon
• AI interacDons (but AI-based analysis is
arriving)

11. 2017 – Where’s the cu0ng edge in market research?
Ray Poynter
Festival of
#NewMR 2017
Blind Alleys
• Anything that is more expensive
– no ma^er how good
• 3D and interacDve visualisaDon
– for end-client use
• Anything where users have to understand
how the method works

12. 2017 – Where’s the cu0ng edge in market research?
Ray Poynter
Festival of
#NewMR 2017
Thank You!

13. 2017 – Where’s the cu0ng edge in market research?
Ray Poynter
Festival of
#NewMR 2017
Q & A
Ray Poynter Sue York