The Future of Data Collection

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This three-webinar event looks at how market research and insights are rising to the challenges of new ways of collecting information.

Session 1, 3pm Sydney (7pm Auckland, 1pm Singapore, 7am Paris) –
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Chair: Sue York

Session 2, 10am London (5pm Singapore, 5am New York)
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Chair: Sue York

Session 3 – 10am New York (10pm Singapore, 3pm London)
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Chair: Ray Poynter

 


 

Presentation Outlines

  • Vanessa Oshima, machineVantage
    Why Big Data, AI and ML is the friend of MR not the enemy
    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.
  • Brian Fine, Quality Online Research
    The Future – Back to Basics?
    We have seen the experimentation with Social Media, technology based data collection and Big Data as an alternative!
    Apps and MROCS also have their place, and there is debate about the need for Dynamic Samples, CATI and randomly recruited online panels.
    A solid online panel, that is well sourced, double opted in, well profiled and well managed still meets the needs of:
    -representative [can be quota controlled and post weighted]
    -valid [limits opportunities for false representation]
    -addressing both customers AND prospects [communities limited to customers]
    -avoids privacy issues and spam
    Perhaps we need to ensure our base data collection methods are still robust?
  • Colleen Ryan, TRA
    Less asking, more listening
    The word survey has taken on a specific and narrow meaning in our industry – typically you’d expect it to mean data collected by way of a questionnaire or a perhaps a series of depth interviews. Yet the broader definition of survey “look closely at or examine (someone or something)” is more pertinent to how our industry is evolving to meet the needs of organisations as they struggle to stay relevant.
    In part this is due to changes in our understanding of human behaviour fed by developments in the cognitive sciences which has undermined the value of traditional market research survey methods and forced us to find better solutions.
    I think that this amounts to more than just a change in or substitution for previous methods – it requires a re think of the linear nature of traditional methods and instead is better served by crowd sourcing of data.
    During the past year, more than one in three clients projects uses no new ‘survey data’ in the traditional use of the word and a further third use newly collected survey data as only one, sometimes minor, component.
    I’ll be talking about an alternative approach to data collection for a new age of client business problems.
  • Ray Poynter, NewMR
    The problems and challenges created by observational data
    The world of market research and insights are in the process of moving from a paradigm centred on questions to one centred on observation, for example from surveys to passive data. There are several reasons for this, such as the concerns about people’s ability to describe their own motivations and the revelations of Behavioural Economics. However, the main driver of the change has been the recent growth and abundance of observational data, making its use possible as well as desirable. However, observational data brings its own problem, including those of incomplete coverage, survivor bias, perverse incentives, and problems related to underlying bias. In this presentation, Ray will outline some of the problems and challenges and propose recommendations for dealing with them.
  • Rosie Ayoub, Norstat
    CHATBOTS: It’s not what they say, but how they say it
    While the distant future of data collection is beyond our wildest imagination, we can try to conceive where current technology may lead us in the coming years. In this presentation we take a look at what we have now in the form of chatbots in surveys and envisage how this technology may evolve in the future as the AI revolution continues.
  • John Storey, AplusA Healthcare Research
    Digital E-Ethnography and Patient Data
    Given the ‘big data’ brokers (IQVIA (IMS), Google Analytics and IBM Watson) and the availability of data on mass via social media and other internet sources. Does Market Research have a role to play in future data collection? What’s happening in the healthcare and digital space? In healthcare, the competition and challenge is to collect the patient and physician data. In theory, there’s a potential payback in patient outcomes and treatment efficacy. Digital initiatives are failing to achieve true patient and physician engagement and therefore data, so how can Market Research help fill this gap?
  • Sue York, NewMR
    Mobile in 2018 – The update you’ve been waiting for
    The ways mobile devices are incorporated in research has continued to grow, develop and evolve. Are you keeping up-to-date on the continuing evolution of mobile research? Tune into the webinar to see where mobile research is at in 2018 from the author of Wiley’s The Handbook of Mobile Market Research.
  • Eric Alzuhn, Dialsmith
    Re-Envisioning Dial Testing in the World of Online Research
    Here’s the thing about effective market research methodologies… while technology evolves and new approaches are introduced, a methodology that has proven its worth, persists. Moreover, the introduction of new technologies can broaden the application of a tried-and-true methodology. Case-in-point dial testing—once confined to traditional focus group settings, is now finding its place in the online research world. In this presentation, Dialsmith Vice President Eric Alzuhn will detail how this methodology is being used effectively online to capture second-by-second, in-the-moment feedback on anything from 30-second commercials to full-length television pilots and everything in-between, and preview where the technology is headed.
  • Andrew Grenville, Maru/Matchbox
    Future Feedback
    The way we interact with one another keeps evolving. Most survey research connects with respondents through email and the telephone—two relatively old methods of communicating. But what about texting, apps and voice assistants like Amazon Echo and Google Home? How will they change the way we do survey research? This presentation reviews the results of a series of studies conducted in Canada and the U.S. on alternative methods of recruitment and survey taking—including text, apps, voice to text, video open-ends, passive monitoring, AI-driven chatbots and virtual assistants. Also considered are implications for the kinds of questions we ask.
  • Marc Smith, Social Media Research Foundation
    Charting Collections of Connections in Social Media: Creating Maps and Measures with NodeXL
    Networks are a data structure commonly found in any social media service that allows populations to author collections of connections. The Social Media Research Foundation’s NodeXL project makes analysis of social media networks accessible to most users of the Excel spreadsheet application. With NodeXL, network charts become as easy to create as pie charts. Recent research created by applying the tool to a range of social media networks has already revealed the variations in network structures present in online social spaces. A recent report co-authored with the Pew Research Center’s Internet Project documents the discovery of the six basic forms of social media network structures present in social media platforms like Twitter. Maps of the connections among the people who recently said the name of a product, brand or event can reveal key positions and clusters in the crowd. Some people who talk about a topic are more in the “center” of the graph, they may be key influential members in the population. NodeXL supports the exploration of social media with import features that pull data from personal email indexes on the desktop, Twitter, Flickr, YouTube, Facebook, Wikis, blogs and WWW hyper-links. A book Analyzing Social Media Networks with NodeXL: Insights from a connected world is available from Morgan-Kaufmann. Using NodeXL it becomes easier to “Think Link” and gain insights into networks.
  • Sima Vasa, Infinity Squared Enterprises
    A Perspective on the Future of Data Collection