univ of wisconsin october 2012
TRANSCRIPT
Cash Rich—Time Poor Consumers
The battle over ‘Share of Attention’
24/7 Connected World
Right here–Right now mindset
Shift to portable & mobile devices
own a mobile phone
(while only 4.2B own a toothbrush)
Shift to portable & mobile devices
Rise of GPRS & mapping technology
Spread of embedded sensors
Data privacy
We can’t just be in “FINE TUNING” mode
TECHNOLOGY CHANGES AT AN ACCELERATED PACE
WE ARE TOO SLOW TO ADAPT OR TO CHANGE
10 Years
75 Years
HAS THE RESEARCH INDUSTRY CHANGED AT THE SAME PACE?
Learning experiences & motivation DISAGREE AGREE
5 4 3 2 1
1. In my opinion craftsmanship can be acquired through practice without theory lessons.
2. It is my own fault if I fail to learn theory.
3. I am only interested in mastering learning tasks that are required in real working life.
EDUFORM BY COS CO
VIDEO: DATA DELUGE IS COMING
VARIETY:
VELOCITY:
VOLUME:
Manage the complexity of multiple data types
Streaming data & large volume data movement
Scale from terabytes to zettabytes
VIDEO: WATSON PLAYING JEOPARDY
IBM has teamed up with adhesive maker 3M
to create hi-tech new chips that 'sandwich' up
to 100 layers of silicon to create processors
1,000 times as powerful as today's
Source: http://www.dailymail.co.uk/
Leveraging Mobile, Satellite Recognition, & Online
Computers ability to process human emotions is the future of major growth markets
Websites respond to users’ reactions
Games respond to players
Kiosk reco based on reactions
Cars sense driver attentiveness
Smartphones react to mood
Robots with empathy
IMAGINE
Smile Enjoyment / Like
Lowered eyebrows Confusion & Dislike
Eyebrow raise Surprise & Shock, or
Understanding
.23
.27
Storyline “what’s going to happen” suggests positive valence build up throughout
DRAFT
Valence Overall positivity or negativity of the experience while watching the ad
AFFDEX Unobtrusive measure of viewers’ emotional responses using simple webcam
Coca-Cola Study / Interactive dashboard
Attention
Valence Score
Confusion / Dislike
Smile
Surprise
Main menu:
Welcome to the TNS shopper application. What would you like to do?
o Record new drink purchase o Capture image o Capture video o Capture audio
o Exit
Data is used by Brands, Ad Agencies, and TV networks to inform TV media buying & selling decisions.
115+ TV Networks
11,000+ TV Show Titles
346,000+ TV Telecasts
Neuroscientists make headway turning thoughts into speech
We’re trying to figure out how the brain decoded acoustics
into words, says study senior author Bob Knight of the
University of California-Berkeley. The goal is to help patients
rendered voiceless by strokes or other ailments speak their
thoughts directly…
PROVIDE INSPIRATION AND PROVOCATION TO DRIVE TRANSFORMATIONAL CHANGE
IT IS NOT JUST ABOUT INSIGHTS
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Think differently.
Lead differently.
Behave differently.
Focus groups will go virtual
Asking questions & getting answers will be almost history
Top 5 agencies will have at least 3 new entrants
Mobile will be the primary way of collecting data
Biometrics will become mainstream
Television Rating Points TO Connection Rating Points
Technology vs. Privacy battles – bigger & frequent
V
S
The death of Random sampling
Situational research to become new mainstream
Digital natives – the new breed of researchers
Insights as primary deliverable
TO…
Insights as a means for driving inspiration & provocation
Precision
Comfort with higher levels of ambiguity
&
Statistical significance
Logical deductions
&
From Conclusive mindset
Exploration mindset
&
Analysis
Synthesis
&
Technology as Enabler
Technology as Driver
&
Presentations
Visualizations
&
GOOD
CHEAP FAST
Pick two…
Deliver all three
GOOD
CHEAP FAST
