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Why	Big	Data,	AI	and	ML	is	the	friend	of	MR	not	the	enemy		
Vanessa	Oshima,	Heart	Data	
The Future of
Data Collection
Why	Big	Data,	AI	and	ML	is	the	friend	of	MR	not	the	enemy		
Vanessa	Oshima,	Heart	Data	
The Future of
Data Collection
	
	
NewMR	2018	Sponsors	
Pla>num	
Gold	
Silver	
Communica>on
"IN TODAY’S WORLD, EVERY COMPANY IS AT
RISK OF HAVING A “KODAK MOMENT”—
WATCHING ITS INDUSTRY AND THE COMPETITIVE
ADVANTAGES IT HAS DEVELOPED OVER YEARS,
EVEN DECADES, VANISH OVERNIGHT.”
David Butler
Why	Big	Data,	AI	and	ML	is	the	friend	of	MR	not	the	enemy		
Vanessa	Oshima,	Heart	Data	
The Future of
Data Collection
	
	
KNOWING	WHAT	IS	CHANGING	
&	WHAT	IS	NOT
Why	Big	Data,	AI	and	ML	is	the	friend	of	MR	not	the	enemy		
Vanessa	Oshima,	Heart	Data	
The Future of
Data Collection
	
	
THISISNOTJUSTA“LOOK”CHANGE
Why	Big	Data,	AI	and	ML	is	the	friend	of	MR	not	the	enemy		
Vanessa	Oshima,	Heart	Data	
The Future of
Data Collection
	
	
ITSAPARADIGMSHIFT
Why	Big	Data,	AI	and	ML	is	the	friend	of	MR	not	the	enemy		
Vanessa	Oshima,	Heart	Data	
The Future of
Data Collection
	
	
5	THINGS	I	HAVE	
LEARNED	WHILE	
WORKING	WITH	AI	
AND	ML
Why	Big	Data,	AI	and	ML	is	the	friend	of	MR	not	the	enemy		
Vanessa	Oshima,	Heart	Data	
The Future of
Data Collection
	
	
DATACREATIONISNOLONGERTHENEED
ITONCEWAS
What	has	changed	
1
Why	Big	Data,	AI	and	ML	is	the	friend	of	MR	not	the	enemy		
Vanessa	Oshima,	Heart	Data	
The Future of
Data Collection
	
	
COMPANIESWOULDNOLONGERSPENDRESEARCH$$TO
PAYRESEARCHCOMPANIESFOR DATACREATION
WHAT	IF		
USAGE	AND	ATTITUDE	 BRAND	TRACKING	 PRICING	 HOME	USE	
TESTS	
AD	
AWARENESS	 ETC
Why	Big	Data,	AI	and	ML	is	the	friend	of	MR	not	the	enemy		
Vanessa	Oshima,	Heart	Data	
The Future of
Data Collection
	
	
DATA	
DATAISNOLONGERBIG…2
RESEARCHER’S(NEW)ROLE
We are experts at this
From creating data to ensuring its rigor
Why	Big	Data,	AI	and	ML	is	the	friend	of	MR	not	the	enemy		
Vanessa	Oshima,	Heart	Data	
The Future of
Data Collection
	
	
ITSTARTSWITH(THERIGHT)
QUESTION
3
Why	Big	Data,	AI	and	ML	is	the	friend	of	MR	not	the	enemy		
Vanessa	Oshima,	Heart	Data	
The Future of
Data Collection
	
	
WEKNOWHOWTOIDENTIFYTHEREAL
ISSUESANDQUESTIONS
Our	role
Why	Big	Data,	AI	and	ML	is	the	friend	of	MR	not	the	enemy		
Vanessa	Oshima,	Heart	Data	
The Future of
Data Collection
	
	
SOCIALLISTENINGISMOREPOWERFULWHEN
WETELLITWHATTOLISTENFOR
Why	Big	Data,	AI	and	ML	is	the	friend	of	MR	not	the	enemy		
Vanessa	Oshima,	Heart	Data	
The Future of
Data Collection
	
	
RESEARCHER’S(NEW)ROLE
From	designing	ques>onnaires	to	designing	algorithm	guidelines
Why	Big	Data,	AI	and	ML	is	the	friend	of	MR	not	the	enemy		
Vanessa	Oshima,	Heart	Data	
The Future of
Data Collection
	
	
MACHINES CAN AUTOMATE
AND PROVIDE SPEED
4
Why	Big	Data,	AI	and	ML	is	the	friend	of	MR	not	the	enemy		
Vanessa	Oshima,	Heart	Data	
The Future of
Data Collection
	
	
MACHINESDON’THAVEBIAS
(ANDARESTILLLEARNINGTHENUANCESOFLANGUAGE)
5
Why	Big	Data,	AI	and	ML	is	the	friend	of	MR	not	the	enemy		
Vanessa	Oshima,	Heart	Data	
The Future of
Data Collection
	
	
The	skills	we	have	become	
indispensable
Why	Big	Data,	AI	and	ML	is	the	friend	of	MR	not	the	enemy		
Vanessa	Oshima,	Heart	Data	
The Future of
Data Collection
	
	
MY EXPERIENCE:
THE AUTOMATION OF SEMIOTICS
COLLECTING INFORMATION
TIMELINE EXPEDITED
FINDING PATTERNS
BIASES ELIMINATED
INTERPRETING THE OUTPUTS
MORE TIME FOR INSIGHTS
MACHINE
HUMANHUMAN
Why	Big	Data,	AI	and	ML	is	the	friend	of	MR	not	the	enemy		
Vanessa	Oshima,	Heart	Data	
The Future of
Data Collection
	
	
THE	SECRET	OF	CHANGE	IS	TO	
FOCUS	ALL	OF	YOUR	ENERGY	NOT	
ON	FIGHTING	THE	OLD	BUT	ON	
BUILDING	THE	NEW		
Socrates	
STAYING AHEAD OF THE CURVE
THERE IS NO GOING BACK
THANK
YOU
HEART-DATA
VANESSA@HEART-DATA.COM
Why	Big	Data,	AI	and	ML	is	the	friend	of	MR	not	the	enemy		
Vanessa	Oshima,	Heart	Data	
The Future of
Data Collection
	
	
Q	&	A	
Vanessa	Oshima	
Heart	Data	
Sue	York	
NewMR

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Why Big Data, AI and ML is the friend of MR not the enemy