At many conferences and roundtables and even over coffee breaks and chat rooms there is the conversation on the threats that Big Data, AI and ML are to the industry. It is true that these evolutions in data collection and technology-enabled analytics are changing the face of research but I believe that it is only making us strong – an opportunity not a threat. In this presentation I will talk about the opportunity that is in front of us and what we need to do to harness it. From automation of the mundane, to reducing bias and shortening timelines. We will also explore the challenges of when big data becomes obese data and how we in the MR industry are perfectly situated to unlock the potential with the application of our highly relevant skill sets.

1. Why Big Data, AI and ML is the friend of MR not the enemy
Vanessa Oshima, Heart Data
The Future of
Data Collection

2. 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

3. "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

4. 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

5. 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

6. Why Big Data, AI and ML is the friend of MR not the enemy
Vanessa Oshima, Heart Data
The Future of
Data Collection
ITSAPARADIGMSHIFT

7. 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

8. 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

9. 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

10. 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

11. RESEARCHER’S(NEW)ROLE
We are experts at this
From creating data to ensuring its rigor

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. THERE IS NO GOING BACK
THANK
YOU
HEART-DATA
VANESSA@HEART-DATA.COM

22. 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