melanie courtright aaa 2016
TRANSCRIPT
Research Automa.on – Agility, Automa.on & AI Melanie Courtright, Research Now, 2016
Research Automa.on
Melanie Courtright EVP, Global Products & Client Services Research Now 18 August 2016
© 2016 Research Now Group, Inc. 2
Automa@on and technology are driving a new set of changes in market research, forcing us to evolve our prac@ce
From in person to mail to phone to online to mobile, our modes have evolved more than our methods. This next wave of change requires our methods to evolve to survive.
A New Wave of Change
Research Automa.on – Agility, Automa.on & AI Melanie Courtright, Research Now, 2016
© 2016 Research Now Group, Inc. 3
Automa3on Touches Everything
Research Automa.on – Agility, Automa.on & AI Melanie Courtright, Research Now, 2016
© 2016 Research Now Group, Inc. 4
Compe@ng forces eventually merge as objec@ons are overcome through design thinking
Resis@ng Forces: • Desire for Trending & Comparability
• Cannibaliza@on Concerns • Fear of “Dumbing Down” Research
• Fear of Making a Bad Decision
• Fear of “Sameness” • Fear of Reduced Quality
Driving Forces: • Speed of Consumer Changes
• Cost and Profitability Needs • Internet of Things • Data Data Everywhere • Need More Time to Think • Need for Benchmarking
Forces For and Against Change
Research Automa.on – Agility, Automa.on & AI Melanie Courtright, Research Now, 2016
© 2016 Research Now Group, Inc. 5
Many have discussed the analogs between ad tech and automa@on, but it might be more important to discuss the differences
Differences: • Representa@veness • Bias • Data driving marke@ng and strategy
• The price of mistakes • The research par@cipants
Similari@es: • Programma@c • Volume, velocity, variety, veracity • Transparency (price, inventory, etc.)
• Buyer power • Premium layers
Adtech, Martech, Madtech, and “MRTech”
Research Automa.on – Agility, Automa.on & AI Melanie Courtright, Research Now, 2016
© 2016 Research Now Group, Inc. 6
The Key to Success Is…
Building the Mind of the
Researcher Into the
Technology Research Automa.on – Agility, Automa.on & AI
Melanie Courtright, Research Now, 2016
© 2016 Research Now Group, Inc. 7 Research Automa.on – Agility, Automa.on & AI Melanie Courtright, Research Now, 2016
© 2016 Research Now Group, Inc. 8
“We Don’t Want to Pay for Doing Hands…
We Want to Pay for
Thinking Minds.”
Our Clients are Telling Us
Research Automa.on – Agility, Automa.on & AI Melanie Courtright, Research Now, 2016
© 2016 Research Now Group, Inc. 9
Embracing Automa3on will SAIV you… -‐-‐ Time -‐-‐ Money -‐-‐ Clients
Research Automa.on – Agility, Automa.on & AI Melanie Courtright, Research Now, 2016
© 2016 Research Now Group, Inc. 10
Standardiza3on
Research Automa.on – Agility, Automa.on & AI Melanie Courtright, Research Now, 2016
© 2016 Research Now Group, Inc. 11
Appifica3on
Research Automa.on – Agility, Automa.on & AI Melanie Courtright, Research Now, 2016
© 2016 Research Now Group, Inc. 12
Integra3on
Research Automa.on – Agility, Automa.on & AI Melanie Courtright, Research Now, 2016
© 2016 Research Now Group, Inc. 13
Visualiza3on
Research Automa.on – Agility, Automa.on & AI Melanie Courtright, Research Now, 2016
© 2016 Research Now Group, Inc. 14
Automa3on Case Study
Brand Health Research
Research Automa.on – Agility, Automa.on & AI Melanie Courtright, Research Now, 2016
© 2016 Research Now Group, Inc. 15
Standardiza3on
Research Automa.on – Agility, Automa.on & AI Melanie Courtright, Research Now, 2016
© 2016 Research Now Group, Inc. 16
Appifica3on
Research Automa.on – Agility, Automa.on & AI Melanie Courtright, Research Now, 2016
© 2016 Research Now Group, Inc. 17
Integra3on
Research Automa.on – Agility, Automa.on & AI Melanie Courtright, Research Now, 2016
Holis@c Data Set
Customer Data
Transac@on Date
Survey Data
Third Party Data
Behavioral Data
© 2016 Research Now Group, Inc. 18
Visualiza3on
Research Automa.on – Agility, Automa.on & AI Melanie Courtright, Research Now, 2016
19 © 2016 Research Now Group, Inc. 19
Innovate or
Evaporate!
Melanie Courtright
Research Automa.on – Agility, Automa.on & AI Melanie Courtright, Research Now, 2016
Research Automa.on – Agility, Automa.on & AI Melanie Courtright, Research Now, 2016
Q & A
Ray Poynter The Future Place
Melanie Courtright Research Now