Recent insight generation work we conducted in our own industry has demonstrated that survey research needs to change drastically. We need to become more agile, smarter and more in line with today’s marketing standards, as well as better follow the pace of the business. We believe that, in order to make surveys strive again, we need to start embracing the possibilities of smart data integration. We are THE ideal industry to get the most out of ‘small data’. We will offer a framework to describe the different possible flavours of data collection beyond explicit questioning. In addition, we will share, based on a series of data integration experiments with global brands, what the added value is of each type and how they contribute to better insights and a higher return on those insights. Presented by Angie Deceuninck & Annelies Verhaeghe at ESOMAR Congress in New Orleans on Monday September 19, 2016.

2. ESO…

3. SU…
FU…
SM…
IM…
TR…

4. SURVEYS
ARE DEAD
‘The real existential threat
to our industry is neither
automation nor competing
methodologies. It’s the future
of research participation’
(GRIT, 2016)

6. step 1
LISTEN BETTER

7. 7

9. step 2
THINK LOGICALLY

11. step 3
INVESTIGATE

12. 3 data fusion experiments to unlock the truth

13. Researcher

14. Observation 1
What consumers
think they do and
what they really do
are two different
worlds

15. 16

16. Observation 2
Implicit uncovers
a different story

17. 56%

18. Creative Daring
Energetic
Exciting
Fun
Gaining popularity
Intelligent
Progressive
Social
Stylish
Trendy
Up to date
Visionary

19. Creative Daring
Energetic
Exciting
Fun
Gaining popularity
Intelligent
Progressive
Social
Stylish
Trendy
Up to date
Visionary

20. Researcher evidence

21. Client

22. Observation 3
Humanization
Of data

24. Client Evidence

25. participant

26. Observation 4
33% 100% 38%
Participants are
reluctant to give up
their anonymity

27. Observation 5
Participant
guidance is
a must

28. Observation 6
Research does
no longer feel like
research

29. Participant evidence

30. SU…
FU…
SM…
IM…
TR…

31. SURVEYS
FUSION
SMART
IMPACT
TRUST