Ray Poynter gave a presentation on emerging trends in market research to the JMRX conference in Tokyo. Some of the key trends he discussed included the growing use of mobile devices in traditional research methods, the rise of do-it-yourself automation tools, and increasing adoption of text analytics and location-based research. He also touched on emerging areas like big data, passive data collection, and the potential impacts of automation on market research job roles over the next five years.

1. Ray Poynter, The Future Place – JMRX Lectures 2015
What’s
Hot
in
Market
Research?
Ray Poynter
The Future Place
JMRX
–
Tokyo
–
April
28,
2015

2. Now &
The near future

3. Ray Poynter, The Future Place – JMRX Lectures 2015
S4ll
Hot
Hot
Bubbling
What
About?
Interac4on
Time

4. Ray Poynter, The Future Place – JMRX Lectures 2015
S4ll
Hot

5. Ray Poynter, The Future Place – JMRX Lectures 2015
Mobiles
in
Tradi4onal
Research
CATI
GRIT
Number
1

6. Ray Poynter, The Future Place – JMRX Lectures 2015
Communi4es
GRIT
Number
2

7. Ray Poynter, The Future Place – JMRX Lectures 2015
DIY
DIY
ßà
Automa4on

8. Ray Poynter, The Future Place – JMRX Lectures 2015
Comm-­‐
uni@es
S4ll
Hot
Efficacy
Scalable
Mobiles
in
Trad.
MR
DIY

9. Ray Poynter, The Future Place – JMRX Lectures 2015
Hot

10. Ray Poynter, The Future Place – JMRX Lectures 2015
In
the
Moment

11. Ray Poynter, The Future Place – JMRX Lectures 2015
Loca4on-­‐based
Research

12. Ray Poynter, The Future Place – JMRX Lectures 2015
Micro
Surveys

13. Ray Poynter, The Future Place – JMRX Lectures 2015
Automa4on

14. Ray Poynter, The Future Place – JMRX Lectures 2015
Hot
Efficacy
Scalable
In
the
moment
Micro
Surveys
Auto-­‐
ma@on
Loca@on

15. Ray Poynter, The Future Place – JMRX Lectures 2015
Bubbling

16. Ray Poynter, The Future Place – JMRX Lectures 2015
Text
Analy4cs
Text
Analy4cs
Sen@ment
analysis
Inbound
comms
analysis
Reac@on
marke@ng
Service
delivery
Analysis
of
open-­‐ended
data
Bots

17. Ray Poynter, The Future Place – JMRX Lectures 2015
Web
Messaging
February
2014
$19billion

18. Ray Poynter, The Future Place – JMRX Lectures 2015
Research
Bots
John
Griffiths

19. Ray Poynter, The Future Place – JMRX Lectures 2015
Social
Media
Research
I
agree
most
SMR
has
under
delivered,
but
my
company
are
doing
it
right.
1. Social
is
widely
used,
but
to
a
much
smaller
extent
than
was
forecast
–
in
MR
2. Most
clients
I
have
spoken
to
have
scaled
back
their
SM
stuff
–
within
MR
3. Social
answers
ques@ons
we
never
asked
–
good,
but
there
is
not
always
a
demand
for
those
4. Social
is
usually
bad
at
answering
clients’
MR
ques@ons

20. Ray Poynter, The Future Place – JMRX Lectures 2015
BT
Case
Study

21. Ray Poynter, The Future Place – JMRX Lectures 2015
BT
Case
Study
• BT
have
iden@fied
that
Net
Easy
is
a
key
metric
in
reducing
churn
• DebateScape
trawls
social
media
for
relevant
conversa@ons
– Finding
relevant
comments
and
trea@ng
as
CRM
in
a
workflow
situa@on
– Also
delivers
key
metrics
• ROI?
– £2
million
cost
reduc@on,
per
year
– 600,000
contacts
dealt
with
via
social,
instead
of
voice

22. Ray Poynter, The Future Place – JMRX Lectures 2015
Bubbling
Efficacy
Scalable
Text
Analy@cs
Research
Bots
Web
Messaging
Social
Media

23. Ray Poynter, The Future Place – JMRX Lectures 2015
What
About?
Big
Data
Passive
Data
Behavioural
Economics
Gamifica@on
Neuroscience
Smartphone
Ethnography
Biometrics
Facial
coding
Geotracking
Wearables
Quan@fied
Self
/
Life
Logging

24. Ray Poynter, The Future Place – JMRX Lectures 2015
What
About?
Efficacy
Scalable
Big
Data
Passive
Data
BE
Gami-­‐
fica@on
Neuro-­‐
science
Mobile
Ethno.

25. Ray Poynter, The Future Place – JMRX Lectures 2015
What
About?
Efficacy
Scalable
Big
Data
Geo-­‐
tracking
Wearables
QS,
LL
Facial
Coding

26. Ray Poynter, The Future Place – JMRX Lectures 2015
Beyond
MR?

27. Ray Poynter, The Future Place – JMRX Lectures 2015
THANK
YOU
Q
&
A

28. Ray Poynter, The Future Place – JMRX Lectures 2015
The
Next
Five
Years
-­‐
Global
Automa@on
will
change
– Survey
design
– Project
management
– Repor@ng
– Video
analysis
– Social
media
analy@cs
– Big
data
analy@cs
– Text
analy@cs
– Online
qual
modera@on
– MROC
management
What
are
the
implica@ons
for
Japan?

29. Ray Poynter, The Future Place – JMRX Lectures 2015
Automa4on
and
the
Implica4ons
for
Japan
Strengths
Weaknesses
Opportuni@es
Threats