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The End of Research as We Know It Andraž Zorko partner at Valicon VALICON © 2007  |  www.valicon. net October 2007
About the future ,[object Object],[object Object],[object Object],[object Object]
About predictions ,[object Object],[object Object],[object Object]
2009 - 2017:  The   net   reshapes   the   world ,[object Object]
2018 - 2025:  Consumer   robotics   and   personal   virtual   realities   go   mainstream ,[object Object]
We are living in a prehistorical times of the information society ,[object Object],[object Object],[object Object],[object Object]
Key question: How to distinguish a buzzword from the real thing? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Do you remember WAP? ,[object Object],[object Object],[object Object],[object Object],[object Object]
What about the I-phone? ,[object Object],[object Object],[object Object],[object Object]
Do you remember... The text of the everlegendary 1984 ad for Macintosh  ,[object Object]
Revolution eats its children... 1984 2007
Catching the cluetrain  ( www.cluetrain.com , 1999) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Example: The (r)evolution of print media consumer Reader Pasive User Active Participant generating content Journalist Publisher Producer Advertiser
The biggest mistakes media planners are making today are... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Future media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What will die ... sooner or later? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The role of marketing research is changing: from a supplier to the consultant Data Collection Integrating the research as a strategic function in marketing decision process. Mulliple Source Data Management Data Fusion, Data Mining Survey Immersion (video) Etnography Information Insight Intelligence Observation Prediction
What about the media research? ,[object Object],[object Object],[object Object],[object Object],Single media measurements (TAM, NRS) Multi media measurements (TGI, NRS) Media & Brand measurements (PGM, Touchpoint) Single source data Data fusion Predictions
Measuring, studying and learning from the effects instead of measuring potential exposure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The evolution of a researcher
And if you think this is impossible...
Thank you Some photos were sponsored by: VALICON Zagreb Petra Grgeca 9 10000 Zagreb Tel: +385-1-6331-500 Fax: +385-1-6314-033 [email_address] Rep. Office Sarajevo  Prušćakova 2 71000 Sarajevo Tel: +387-33-688-975 Fax: +387-33-668-975 [email_address] VALICON Ljubljana  Kopitarjeva 2 1000 Ljubljana Tel: +386-1-420-49-00 Fax: +386-1-420-49-60 info@valicon.net  www.ipak.si
[email_address] Thank you! Second option of closing slide VALICON  Zagreb Petra Grgeca 9 10000 Zagreb T: +385   1   633   15   00 F: +385   1   631   40   33 [email_address] VALICON  Sarajevo  Pruš ć akova 2 71000 Sarajevo T: +387   33   688   975 F: +387   33   668   975 [email_address] VALICON  Ljubljana  Kopitarjeva 2 1000 Ljubljana T: +386   1   420   49   00 F: +386   1   420   49   60 info@valicon.net

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Andraž Zorko: The End Of Research As We Know It

  • 1. The End of Research as We Know It Andraž Zorko partner at Valicon VALICON © 2007 | www.valicon. net October 2007
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11. Revolution eats its children... 1984 2007
  • 12.
  • 13. Example: The (r)evolution of print media consumer Reader Pasive User Active Participant generating content Journalist Publisher Producer Advertiser
  • 14.
  • 15.
  • 16.
  • 17. The role of marketing research is changing: from a supplier to the consultant Data Collection Integrating the research as a strategic function in marketing decision process. Mulliple Source Data Management Data Fusion, Data Mining Survey Immersion (video) Etnography Information Insight Intelligence Observation Prediction
  • 18.
  • 19.
  • 20. The evolution of a researcher
  • 21. And if you think this is impossible...
  • 22. Thank you Some photos were sponsored by: VALICON Zagreb Petra Grgeca 9 10000 Zagreb Tel: +385-1-6331-500 Fax: +385-1-6314-033 [email_address] Rep. Office Sarajevo Prušćakova 2 71000 Sarajevo Tel: +387-33-688-975 Fax: +387-33-668-975 [email_address] VALICON Ljubljana Kopitarjeva 2 1000 Ljubljana Tel: +386-1-420-49-00 Fax: +386-1-420-49-60 info@valicon.net www.ipak.si
  • 23. [email_address] Thank you! Second option of closing slide VALICON Zagreb Petra Grgeca 9 10000 Zagreb T: +385 1 633 15 00 F: +385 1 631 40 33 [email_address] VALICON Sarajevo Pruš ć akova 2 71000 Sarajevo T: +387 33 688 975 F: +387 33 668 975 [email_address] VALICON Ljubljana Kopitarjeva 2 1000 Ljubljana T: +386 1 420 49 00 F: +386 1 420 49 60 info@valicon.net