The Fourth Dimension of Research by Gregg Archibald #ACEI_CO #InvestigAction2013 #MRX

By LoveStats on

… Live blogging from Bogota, Colombia, any errors are my own, any comments in [] are my own…

ACEI Bogoto Colombia

Para leer esto en español, por favor, copie pegarlo en Google. Una mala traducción es mejor que ninguna traducción.  http://translate.google.com

  • we’re still at the very beginning of the information age
  • a good plan implemented today is better than a perfect plan implemented tomorrow
  • more and more people are blending all aspects of their life, you aren’t just online or offline anymore
  • competitive set is different now, we used to know who the players were but now verizon and google and survey monkey are our competitors
  • five years ago we knew how to define a survey and a sampling frame and a crosstab, now skills need to be data scientists, influence skills, data visualization skills
  • consumers are different now, it’s harder to get to them, the 30 minute survey is harder to get
  • we still use the scientific method through all of these changes, we hypothesize, explore, design a survey, collect data, analysis, act
  • but time is compressed now, reliability and validity seem to be less important but we’re still following the process
  • healthcare has the strictest methodological standards simply because people’s lives are at stake
  • rapid testing – test a lot of hypotheses at once
  • foldit.com is an online game to work on the problem of folding proteins, hundreds of people are now working towards understanding how proteins work to help us with cancer, Alzheimers and AIDS research
  • for drugs to enter the market, they must be safe and effective, but not necessarily in every conceivable circumstance; traditionally hundreds of people will manually report when they have a problem; but now they can do the same thing in a matter of days using social types of data, they tested thousands of hypotheses in a very short time
  • data is attitudinal, behavioural, or intrinsic
  • attitudes – how many decisions do you make in an average day – 35 000 is the right answer, we give each one 2.5 seconds of thought, they don’t get rational system 3 thought
  • our free time is often when we use our mobile phone, waiting for our food, the bus, the movie to start
  • review websites are a huge source of attitudinal data [i chose my Bogota tour guide from tripadvisor. Edgar
  • was indeed as great as the reviews said]
  • behavioural data – tell me what you did, how did you use the product? But people don’t always know what or why they do things and they don’t always remember what or why. behavioural data comes from smart appliances that know when you use them, how much you use them, and when they need repairs. soon, the fridge will email you when you’re shopping to tell you you need to buy some milk
  • metrex, fitbit, and jawbone tell us everything, how much we eat, sleep, what kind of mood we’re in, these are all benefits to the consumers
  • want an internet connected fork? it knows how much is on your fork, how fast your fork goes to you mouth – hapilabs
  • “i drive the speed limit, honest” well, now we know if that’s true or not
  • this can all be linked to in-store couponing, telling employees to spend more time with a frequent visitor
  • you know that companies use your data for free… this gentleman decided to sell his data at myprivacy.info
  • intrinsic – personality and emotions – it’s not what she said, it’s what she meant
  • retinal scanning, pupil dilation, facial expression, biometric analysis – we can measure people’s faces and electrical activity and try to match them up with emotions
  • google glass is two way feedback, apps for it use facial recognition, what is your emotion AS you are looking at someone or something
  • ever thought of modelling a heat map? it can be done and you don’t need to measure 1000 people
  • we can now test many more things more quickly, exploration can be immediate, survey instrument will be needed less often, analysis is immediate
Related articles
Posted in: marketing research | Tagged: ,