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Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
	
	
Challenges of Using Automation in
Technical Research
Jonathan Million
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
	
	
The Challenges of Using Automation in Technical Research
Global Technical Researcher Director
20 years working in the FMCG Sector
Key accounts:
§  Unilever
§  Reckitt Benckiser
§  Mars
Key Skills:
§  Product Innovation
§  Formulation
§  Claims
§  Category
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
	
	
Brands are under constant pressure to deliver more for less
More Impact
Less Resource /
Investment
Quicker
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
	
	
‘Gives deeper insights while delivering
efficiencies in time and money’
‘Agency quality insight at machine
speed’
‘Gain deeper insights by using video’
‘Video insight made easy’
Social Media
Platforms/
Events/Direct
Mail
Brand
Managers
Marketing
Managers
Research
Managers
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
	
	
”Of course, it is always great to see videos of consumers…what we
really need is actionable insight, understanding how consumers
connect with our brands and the language they use by observing the
unarticulated needs of consumers.”
Human: What is an insight?
Robot: You will have to tell me
Robots don’t know what an insight is
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
	
	
Robots rely on prediction models and programming, with no feeling or
intuition.
This is where the results of automation become questionable.
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
	
	
Online Shopper Category Development
§  Consumers not in category context
§  2 dimensional imagery on small
screens, often mobile device.
§  Cannot probe based on behaviour
Video
§  Doesn't see unarticulated wins/fails
§  Can misinterpret consumers leading
to inaccurate transcription
§  Evidence of emotional data
inconsistencies
Are brands aware when automation does not deliver?
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
	
	
Risks:
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
	
	
£25 per minute
Brands have a difficult decision to make as costs vary
massively
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
	
	
£1 per minute	
Transcription Services from video
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
	
	
Insight AI Human
Kids like ice cream Y Y
The depth of insight
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
	
	
Determine favourite basic flavours Y Y
Favourite brand Y Y
Who decides what to buy child/mum Y Y
Where does this happen Y Y
Kids feel overpowered by mum who wants to buy promotional deals N Y
Kids struggle to communicate real feelings as not to upset mum and
look ungrateful
N Y
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
	
	
Human
Sub samples of
human analysed
data
Stages 2 and 3 will determine the advancing technology within automation.
3 levels for brands to protect undiscovered insights?
50/50 Robot/
Human
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
	
	
A presenter was asked, do we need data analysts anymore?...the answer was “probably, in the long term…no.”
Concerns
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
	
	
Agencies
§  Agencies offering great value can
lose work based on cost
§  Agencies may take short cuts to
compete with automation
Researchers
§  Researchers will be devalued
§  New Researchers need to know
that consumers are real and not
just data
§  Key to development of
researchers to meet ‘consumers’
§  Without connecting to consumers,
researchers will become robots
The Industry
§  The industry reputation depends
on delighting clients by setting the
right expectations
§  Automation companies have a
responsibility to limit their claims to
reality by drawing a clear line
through what they can and
cannot achieve
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
	
	
Summing up
More Impact
Less Resource /
Investment
Quicker
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
	
	
Thank
you!4325 Park Approach, Thorpe Park, Leeds, West Yorkshire LS15 8GB
T: 0113 2044 020 E: info@blueyonderresearch.co.uk
www.blueyonderresearch.co.uk
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
Challenges of using automation in technical research
Jonathan Million, Blue Yonder Research
Opportunities &
Challenges in MR
	
	
Q	&	A	
Jonathan Million
Blue Yonder Research
Your	
Photo	
Ray Poynter
The Future Place

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The Challenges of Automation

  • 1. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Challenges of Using Automation in Technical Research Jonathan Million
  • 2. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR The Challenges of Using Automation in Technical Research Global Technical Researcher Director 20 years working in the FMCG Sector Key accounts: §  Unilever §  Reckitt Benckiser §  Mars Key Skills: §  Product Innovation §  Formulation §  Claims §  Category Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR
  • 3. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Brands are under constant pressure to deliver more for less More Impact Less Resource / Investment Quicker
  • 4. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR ‘Gives deeper insights while delivering efficiencies in time and money’ ‘Agency quality insight at machine speed’ ‘Gain deeper insights by using video’ ‘Video insight made easy’ Social Media Platforms/ Events/Direct Mail Brand Managers Marketing Managers Research Managers
  • 5. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR ”Of course, it is always great to see videos of consumers…what we really need is actionable insight, understanding how consumers connect with our brands and the language they use by observing the unarticulated needs of consumers.” Human: What is an insight? Robot: You will have to tell me Robots don’t know what an insight is Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Robots rely on prediction models and programming, with no feeling or intuition. This is where the results of automation become questionable.
  • 6. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Online Shopper Category Development §  Consumers not in category context §  2 dimensional imagery on small screens, often mobile device. §  Cannot probe based on behaviour Video §  Doesn't see unarticulated wins/fails §  Can misinterpret consumers leading to inaccurate transcription §  Evidence of emotional data inconsistencies Are brands aware when automation does not deliver? Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Risks:
  • 7. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR £25 per minute Brands have a difficult decision to make as costs vary massively Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR £1 per minute Transcription Services from video
  • 8. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Insight AI Human Kids like ice cream Y Y The depth of insight Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Determine favourite basic flavours Y Y Favourite brand Y Y Who decides what to buy child/mum Y Y Where does this happen Y Y Kids feel overpowered by mum who wants to buy promotional deals N Y Kids struggle to communicate real feelings as not to upset mum and look ungrateful N Y
  • 9. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Human Sub samples of human analysed data Stages 2 and 3 will determine the advancing technology within automation. 3 levels for brands to protect undiscovered insights? 50/50 Robot/ Human
  • 10. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR A presenter was asked, do we need data analysts anymore?...the answer was “probably, in the long term…no.” Concerns Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Agencies §  Agencies offering great value can lose work based on cost §  Agencies may take short cuts to compete with automation Researchers §  Researchers will be devalued §  New Researchers need to know that consumers are real and not just data §  Key to development of researchers to meet ‘consumers’ §  Without connecting to consumers, researchers will become robots The Industry §  The industry reputation depends on delighting clients by setting the right expectations §  Automation companies have a responsibility to limit their claims to reality by drawing a clear line through what they can and cannot achieve
  • 11. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Summing up More Impact Less Resource / Investment Quicker Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR
  • 12. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Thank you!4325 Park Approach, Thorpe Park, Leeds, West Yorkshire LS15 8GB T: 0113 2044 020 E: info@blueyonderresearch.co.uk www.blueyonderresearch.co.uk Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR
  • 13. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Q & A Jonathan Million Blue Yonder Research Your Photo Ray Poynter The Future Place