Ray Poynter - Lecture Series - 2014

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Ray Poynter gave a lecture on the future of market research. He discussed technologies and methods that are currently popular ("still hot" and "hot"), emerging ("bubbling"), and declining ("not so hot"). Popular approaches now include online communities, DIY research, mobile surveys, and micro surveys. Emerging areas involve text analytics, research bots, and messaging apps. Less emphasized now are facial coding and webcam qualitative research. Poynter predicted that by 2030, traditional surveys may no longer be used in commercial market research, replaced by approaches like social listening, online discussions, and passive data collection.

Marketing

Ray Poynter, The Future Place, UK
August Lecture Series 2014
What’s Hot in Market Research?
2014 Platinum Sponsor
Ray Poynter
The Future Place

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Agenda
• Still Hot
• Hot
• Bubbling
• Not So Hot
• What About?
• No Surveys in 20 Years

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Still Hot

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Mobiles in Traditional Research
CATI

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Communities

Ray Poynter, The Future Place, UK
August Lecture Series 2014
DIY

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Comm-
unities
Still Hot
Efficacy
Scalable
Mobiles in
Trad. MR
DIY

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Hot

Ray Poynter, The Future Place, UK
August Lecture Series 2014
In the Moment

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Beacons

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Micro Surveys

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Hot
Efficacy
Scalable
In the
moment
Micro
Surveys
Beacons

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Bubbling

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Text Analytics
Text
Analytics
Sentiment analysis
Inbound comms analysis
Reaction marketing
Service delivery
Analysis of open-ended data
Bots

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Web Messaging
February 2014
$19billion

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Research Bots
John Griffiths

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Bubbling
Efficacy
Scalable
Text
Analytics
Research
Bots
Web
Messaging

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Not So Hot

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Facial Coding
F2F – expert coder
Webcam – expert coder
Fully automated
Uses
Media
Packs
Non-MR
Enhancing
Qual
Questions

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Webcam Qual

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Social Media Research
I agree most SMR has under delivered, but my
company are doing it right.
1. Social is widely used, but to a much smaller extent
than was forecast – in MR
2. Most clients I have spoken to have scaled back
their SM stuff – within MR
3. Social answers questions we never asked – good,
but there is not always a demand for those
4. Social is usually bad at answering clients’ MR
questions

Ray Poynter, The Future Place, UK
August Lecture Series 2014
BT Case Study

Ray Poynter, The Future Place, UK
August Lecture Series 2014
BT Case Study
• BT have identified that Net Easy is a key metric in
reducing churn
• DebateScape trawls social media for relevant
conversations
– Finding relevant comments and treating as CRM in a
workflow situation
– Also delivers key metrics
• ROI?
– £2 million cost reduction, per year
– 600,000 contacts dealt with via social, instead of voice

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Not So Hot
Efficacy
Scalable
Social
Media
Facial
Coding
Web Cam
Qual

Ray Poynter, The Future Place, UK
August Lecture Series 2014
What About?
Big Data
Passive Data
Behavioural Economics
Gamification
Neuroscience
Smartphone Ethnography
Biometrics
Geotracking
Wearables
Quantified Self / Life Logging

Ray Poynter, The Future Place, UK
August Lecture Series 2014
What About?
Efficacy
Scalable
Big Data
Passive
Data
BE
Gami-
fication
Neuro-
science
Mobile
Ethno.

Ray Poynter, The Future Place, UK
August Lecture Series 2014
What About?
Efficacy
Scalable
Big Data
Geo-
trackingWearables
QS, LL

Ray Poynter, The Future Place, UK
August Lecture Series 2014
What does the near future hold?
• Mobile
– Traditional
– In the moment, including multi-media
– Location-based research
– Passive
• Participative research
– 360° Panels, databases, communities
– Social, mobile, passive, qual, collaboration, survey

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Available Now!
Book Launch
• ESOMAR Congress Nice, 8 September
• Virtutal, NewMR, 11 September

Ray Poynter, The Future Place, UK
August Lecture Series 2014
No Surveys in 20 Years
1. More social media listening.
2. More discussions in social media (MROCs are just the start).
3. More new ways of researching ideas, think online gambling, think Iowa Electronic
Markets, think about an eBay of idea information, think life blogging, think web
analytics, think CRM, think new models such as Threadless.com.
4. Open-ended research- asking and processing open-ended questions.
5. Using stored data held about panel and community members to ask fewer questions.
At the MRS Conference and then on my
blog in March 2010 – No surveys in 20
years.

Ray Poynter, The Future Place, UK
August Lecture Series 2014
A time line for No Surveys
ESOMAR
GMR Year
% of
Global MR
$ by
Survey
Other
Quant
Qual Other
2007 51% 32% 14% 3%
2010 56% 24% 13% 7%
2013 53% 24% 17% 6%
2016
2019

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Beyond MR?

Ray Poynter, The Future Place, UK
August Lecture Series 2014
THANK YOU
2014 Platinum Sponsor
Ray Poynter
The Future Place

Ray Poynter, The Future Place, UK
August Lecture Series 2014
Q & A
2014 Platinum Sponsor
Ray Poynter
The Future Place

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Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success. Key Takeaways: • Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot. • Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers. • Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions. • Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.

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Ray Poynter - Lecture Series - 2014

1. Ray Poynter, The Future Place, UK August Lecture Series 2014 What’s Hot in Market Research? 2014 Platinum Sponsor Ray Poynter The Future Place

2. Ray Poynter, The Future Place, UK August Lecture Series 2014 Agenda • Still Hot • Hot • Bubbling • Not So Hot • What About? • No Surveys in 20 Years

3. Ray Poynter, The Future Place, UK August Lecture Series 2014 Still Hot

4. Ray Poynter, The Future Place, UK August Lecture Series 2014 Mobiles in Traditional Research CATI

5. Ray Poynter, The Future Place, UK August Lecture Series 2014 Communities

6. Ray Poynter, The Future Place, UK August Lecture Series 2014 DIY

7. Ray Poynter, The Future Place, UK August Lecture Series 2014 Comm- unities Still Hot Efficacy Scalable Mobiles in Trad. MR DIY

8. Ray Poynter, The Future Place, UK August Lecture Series 2014 Hot

9. Ray Poynter, The Future Place, UK August Lecture Series 2014 In the Moment

10. Ray Poynter, The Future Place, UK August Lecture Series 2014 Beacons

11. Ray Poynter, The Future Place, UK August Lecture Series 2014 Micro Surveys

12. Ray Poynter, The Future Place, UK August Lecture Series 2014 Hot Efficacy Scalable In the moment Micro Surveys Beacons

13. Ray Poynter, The Future Place, UK August Lecture Series 2014 Bubbling

14. Ray Poynter, The Future Place, UK August Lecture Series 2014 Text Analytics Text Analytics Sentiment analysis Inbound comms analysis Reaction marketing Service delivery Analysis of open-ended data Bots

15. Ray Poynter, The Future Place, UK August Lecture Series 2014 Web Messaging February 2014 $19billion

16. Ray Poynter, The Future Place, UK August Lecture Series 2014 Research Bots John Griffiths

17. Ray Poynter, The Future Place, UK August Lecture Series 2014 Bubbling Efficacy Scalable Text Analytics Research Bots Web Messaging

18. Ray Poynter, The Future Place, UK August Lecture Series 2014 Not So Hot

19. Ray Poynter, The Future Place, UK August Lecture Series 2014 Facial Coding F2F – expert coder Webcam – expert coder Fully automated Uses Media Packs Non-MR Enhancing Qual Questions

20. Ray Poynter, The Future Place, UK August Lecture Series 2014 Webcam Qual

21. Ray Poynter, The Future Place, UK August Lecture Series 2014 Social Media Research I agree most SMR has under delivered, but my company are doing it right. 1. Social is widely used, but to a much smaller extent than was forecast – in MR 2. Most clients I have spoken to have scaled back their SM stuff – within MR 3. Social answers questions we never asked – good, but there is not always a demand for those 4. Social is usually bad at answering clients’ MR questions

22. Ray Poynter, The Future Place, UK August Lecture Series 2014 BT Case Study

23. Ray Poynter, The Future Place, UK August Lecture Series 2014 BT Case Study • BT have identified that Net Easy is a key metric in reducing churn • DebateScape trawls social media for relevant conversations – Finding relevant comments and treating as CRM in a workflow situation – Also delivers key metrics • ROI? – £2 million cost reduction, per year – 600,000 contacts dealt with via social, instead of voice

24. Ray Poynter, The Future Place, UK August Lecture Series 2014 Not So Hot Efficacy Scalable Social Media Facial Coding Web Cam Qual

25. Ray Poynter, The Future Place, UK August Lecture Series 2014 What About? Big Data Passive Data Behavioural Economics Gamification Neuroscience Smartphone Ethnography Biometrics Geotracking Wearables Quantified Self / Life Logging

26. Ray Poynter, The Future Place, UK August Lecture Series 2014 What About? Efficacy Scalable Big Data Passive Data BE Gami- fication Neuro- science Mobile Ethno.

27. Ray Poynter, The Future Place, UK August Lecture Series 2014 What About? Efficacy Scalable Big Data Geo- trackingWearables QS, LL

28. Ray Poynter, The Future Place, UK August Lecture Series 2014 What does the near future hold? • Mobile – Traditional – In the moment, including multi-media – Location-based research – Passive • Participative research – 360° Panels, databases, communities – Social, mobile, passive, qual, collaboration, survey

29. Ray Poynter, The Future Place, UK August Lecture Series 2014 Available Now! Book Launch • ESOMAR Congress Nice, 8 September • Virtutal, NewMR, 11 September

30. Ray Poynter, The Future Place, UK August Lecture Series 2014 No Surveys in 20 Years 1. More social media listening. 2. More discussions in social media (MROCs are just the start). 3. More new ways of researching ideas, think online gambling, think Iowa Electronic Markets, think about an eBay of idea information, think life blogging, think web analytics, think CRM, think new models such as Threadless.com. 4. Open-ended research- asking and processing open-ended questions. 5. Using stored data held about panel and community members to ask fewer questions. At the MRS Conference and then on my blog in March 2010 – No surveys in 20 years.

31. Ray Poynter, The Future Place, UK August Lecture Series 2014 A time line for No Surveys ESOMAR GMR Year % of Global MR $ by Survey Other Quant Qual Other 2007 51% 32% 14% 3% 2010 56% 24% 13% 7% 2013 53% 24% 17% 6% 2016 2019

32. Ray Poynter, The Future Place, UK August Lecture Series 2014 A time line for No Surveys ESOMAR GMR Year % of Global MR $ by Survey Other Quant Qual Other 2007 51% 32% 14% 3% 2010 56% 24% 13% 7% 2013 53% 24% 17% 6% 2016 44% 30% 18% 8% 2019 33% 37% 20% 10% • Red Text is Ray’s guess estimate. • Surveys will remain the single most important tool until about 2018. • And even then it will be the collection of SMR, passive, logging, big data that will be bigger. • I still believe surveys as we know them will be gone from commercial MR by 2030.

33. Ray Poynter, The Future Place, UK August Lecture Series 2014 Beyond MR?

34. Ray Poynter, The Future Place, UK August Lecture Series 2014 THANK YOU 2014 Platinum Sponsor Ray Poynter The Future Place

35. Ray Poynter, The Future Place, UK August Lecture Series 2014 Q & A 2014 Platinum Sponsor Ray Poynter The Future Place

Ray Poynter - Lecture Series - 2014

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