A Technologist’s View On The Power Of SoLoMo by Jason Anderson - Presented at Insight Innovation eXchange LATAM 2013
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A Technologist’s View On The Power Of SoLoMo by Jason Anderson - Presented at Insight Innovation eXchange LATAM 2013
- 1. Jason Anderson President, Insights Meta @insightsmeta www.insightsmeta.com
- 2. Important executive @insightsmeta www.insightsmeta.com 2
- 3. @insightsmeta www.insightsmeta.com 3
- 4. @insightsmeta www.insightsmeta.com 4
- 5. @insightsmeta www.insightsmeta.com 5
- 6. @insightsmeta www.insightsmeta.com 6
- 7. Internal Data is a Fierce Competitor • This same executive, while disbelieving primary research, makes significant investments in business intelligence capability • Where survey and focus group data will always Business intelligence internal databases are flawless have sample bias, representations of the world professionals • Capabilities previously fulfilled by external reporting to agencies are increasingly shifting to internal staff important executive @insightsmeta www.insightsmeta.com 7
- 8. @insightsmeta www.insightsmeta.com 8
- 9. • Internal data is only quantitative (for now) – This is changing, as text analytics tools evolve • Internal data only exists for people you have a relationship with (for now) – This is also changing, as commercially available consumer data becomes less and less expensive @insightsmeta www.insightsmeta.com 9
- 10. @insightsmeta www.insightsmeta.com 10
- 11. @insightsmeta www.insightsmeta.com 11
- 12. @insightsmeta www.insightsmeta.com 12
- 13. @insightsmeta www.insightsmeta.com 13
- 14. Implications @insightsmeta www.insightsmeta.com 14
- 15. Fighting the credibility battle with two initiatives: – Qualitative research – Predictive modeling @insightsmeta www.insightsmeta.com 15
- 16. Jason Anderson President @insightsmeta www.insightsmeta.com
Notas do Editor
- One day, I received a message from a client of importance and a history of success.An executive stated openly and without any misgivings or political concerns that all consumer research was “crap.”This opinion went largely unchallenged.
- Three sources of bias formed this opinion:Sample bias, and the opinion that no matter how hard you try, you will never fully resolve itData competition, and the ability to select from an exploding variety of data sources based on needCognitive dissonance, and the strength of entrenched opinions over conflicting data
- Three sources of bias formed this opinion:Sample bias, and the opinion that no matter how hard you try, you will never fully resolve itData competition, and the ability to select from an exploding variety of data sources based on needCognitive dissonance, and the strength of entrenched opinions over conflicting data
- Three sources of bias formed this opinion:Sample bias, and the opinion that no matter how hard you try, you will never fully resolve itData competition, and the ability to select from an exploding variety of data sources based on needCognitive dissonance, and the strength of entrenched opinions over conflicting data
- Truthiness is a claim known by intuition to be true, without regard to evidence, logic, or factsTruthiness is possible when multiple publishers of data on the same subject use bias to obtain different resultsPut another way: one bad dataset or study puts into question the validity of all studies, particularly when competing with internal data sourcesUS election polling highlights the need for diversity in data sources
- This same executive, while disbelieving primary research, makes significant investments in business intelligence capabilityWhere survey and focus group data will always have sample bias, internal databases are flawless representations of the worldCapabilities previously fulfilled by external agencies are increasingly shifting to internal staff
- Spoiler: This challenge remains unresolvedTwo pieces to the challenge:Demonstrate where research can solve problems unsolvable with internal data aloneShow how research and internal data are stronger together than separate
- In the past, our value was our ability to collect the data.Today, our value is our ability to understand the data.In the future, our value is our ability to predict questions and behaviors.
- In the past, our value was our ability to collect the data.Today, our value is our ability to understand the data.In the future, our value is our ability to predict questions and behaviors.
- In the past, our value was our ability to collect the data.Today, our value is our ability to understand the data.In the future, our value is our ability to predict questions and behaviors.
- There will always be a research services industry, but the growth will come from new sectors:Software and servicesTools for enabling self-managed researchWe don’t control the data