This document discusses several trends related to technology and its impact on marketing research: - The rise of mobile devices and sensors is generating huge amounts of new data. This data needs to be managed and analyzed. - Technologies like facial recognition and analysis of emotional responses are advancing and could be used to better understand consumer reactions. - Neuroscientists are making progress on decoding thoughts and translating them into speech, which could help patients with speech impairments. - Virtual focus groups and new methods of collecting data remotely via mobile are likely to replace traditional in-person research methods.

1. STAN STHANUNATHAN
Vice President–Marketing Strategy & Insight
@ssthanunathan

2.  Cash Rich—Time Poor
Consumers
 The battle over
‘Share of Attention’
 24/7 Connected World
 Right here–Right now
mindset

3.  Shift to portable
& mobile devices

4. own a mobile phone
(while only 4.2B own a toothbrush)

5.  Shift to portable
& mobile devices
 Rise of GPRS &
mapping technology
 Spread of embedded
sensors
 Data privacy

9. VIDEO:WATSON PLAYING JEOPARDY

10. IBM has teamed up with adhesive maker 3M
to create hi-tech new chips that 'sandwich' up
to 100 layers of silicon to create processors
1,000 times as powerful as today's
Source: http://www.dailymail.co.uk/

12. We can’t just be in “FINE TUNING” mode
TECHNOLOGY CHANGES
ATANACCELERATED PACE

13. WEARE TOO SLOW
TOADAPT OR TO CHANGE10 Years
75 Years

14. HAS THE RESEARCH INDUSTRY
CHANGEDATTHE SAME PACE?
Learning experiences &
motivation
DISAGRE
E
AGREE
54321
1. In my opinion craftsmanship can be
acquired through practice without theory
lessons.
2. It is my own fault if I fail to learn theory.
3. I am only interested in mastering learning
tasks that are required in real working life.
EDUFORM
BY COS CO

16. VIDEO:DATA DELUGE IS COMING

17. VARIETY:
VELOCITY:
VOLUME:
Manage the complexity of multiple data types
Streaming data & large volume data movement
Scale from terabytes to zettabytes

18. Leveraging Mobile, Satellite
Recognition, & Online

19. Computers ability to process
human emotions is the future
of major growth markets
Websites respond to
users’ reactions
Games respond
to players
Kiosk reco based on
reactions
Cars sense driver
attentiveness
Smartphones
react to mood
Robots with
empathy
IMAGIN
E
Smile
Enjoyment / Like
Lowered eyebrows
Confusion & Dislike
Eyebrow raise
Surprise & Shock, or
Understanding
.23
.27
Storyline“what’sgoing to happen” suggests positive valence build up throughout
DRAFT
Valence
Overall positivity or negativity of the experience while watching the ad
AFFDE
X
Unobtrusive measure of viewers’ emotional
responses using simple webcam

20. Coca-Cola Study /
Interactive dashboard
Attention
Valence Score
Confusion / Dislike
Smile
Surprise

21. Main menu:
Welcome to the TNS shopper application. What would you
like to do?
o Record new drink purchase
o Capture image
o Capture video
o Capture audio
o Exit

22. Data is used by Brands, Ad
Agencies, and TV networks
to inform TV media buying &
selling decisions.
115+
TV Networks
11,000+
TV Show Titles
346,000+
TV Telecasts

27. Neuroscientists
make headway
turning thoughts
into speech
We’re trying to figure out how the brain decoded acoustics
into words, says study senior author Bob Knight of the
University of California-Berkeley. The goal is to help patients
rendered voiceless by strokes or other ailments speak their
thoughts directly…

28. Science decodes
‘internal voices’
From a prosthetic view, people who have speech disorders…
could possibly have a prosthetic device when they can’t speak
but they can imagine what they want to say
—Professor Knight

29. Focus groups
will go virtual

30. Asking
questions
& getting
answers
will be
almost
history

31. Top 5 agencies
will have at least
3 new entrants

32. Mobile will be the
primary way of
collecting data

33. Biometrics will
become mainstream

34. Television Rating
Points TO
Connection Rating
Points

35. Technology vs.
Privacy battles –
bigger & frequent
V
S

36. The death of
Random sampling

37. Situational research
to
become new
mainstream

38. Digital natives – the
new breed of
researchers

39. Insights as primary
deliverable
TO…
Insights as a
means for driving
inspiration &
provocation

41. Precision
Comfort with
higher levels
of ambiguity
&

42. Statistical
significance
Logical
deductions
&

43. From Conclusive
mindset
Exploration
mindset
&

44. Analysis
Synthesis
&

45. Technology
as Enabler
Technology
as Driver
&

46. Presentations
Visualizations
&

47. GOOD
CHEAPFAST
Pick two…

48. Deliver all three
GOOD
CHEAPFAST

50. STAN STHANUNATHAN
Vice President–Marketing Strategy & Insight
@ssthanunathan