Keynote: Innovation, Technology and the Future of Marketing Research by Ashish Soni, USC Viterbi Engineering Startup Garage #ISC2015 #MRX


MRALive blogged from the 2015 MRA Insights & Strategies Conference, June 3-5, 2015 in San Diego. Any errors or bad jokes are my own.

  • Give support and mentorship programs, look for disruptive innovation, companies you cannot clone in a week
  • Deep insight versus deep technology vs big product
  • the best way to predict the future is to create it = peter drucker
  • when you get the urge to predict the future, better lie down until the feeling goes away – forbes magazine
  • technology fuelled disruption – exponential improvement in core technology
  • cost of computing and storage will soon be less than pennies per gb/mbps
  • democratizes computing, information, and knowledge, now anyone can access processing power, storage on their own device
  • digital products are disrupting all industries
  • 30 000 startups launched in 2015 and will grow exponentially – we’re at a Cambrian moment
  • kickstarter campaigns have had 1.8 billion pledged
  • besides sleep, we are digital creatures – learning, shopping, dating
  • SMACS – social, mobile, analytics, cloud, sensors
  • software is eating the world – marc andreesen
  • SMACS will eat market research
  • Most companies already have big data, now they need big computing, the next is applications – simple tools that put power of insights in the hands of the users
  • it lets us do things differently and do different things
  • Tilofy – worlds first universal offline analytics platform – looks at demographics, tag clouds, influencers, heatmaps
  • io – leading video intelligence platform – know what video reviews are saying about your brand
  • Muko – next generation mood driven music discovery – ingests music reviews, aggregates meaning and emotion, can apply to any product
  • machine intelligence – can system anticipate what i want before i want it, this is already coming
  • how oldthink about microsofts how-old.net program works
  • deep learning is AI, used to recognize objects and translate speech in real life – machines can now understand a photo
  • affective computing – system understands who we are,
  • virtual humans – can be used for training, therapy, training in the lab and in real life, can interpret human cues, just needs a camera
  • Neurovigil – a small headband records EEG as long as you wear it and sends it to drug company doing pharmaceutical collection, don’t need the patient to come in and hook up or do anything
  • a computer should not ask anything it should know, sensors profoundly change what a computer can know, every new sensor creates a new business
  • the future is seamless and pervasive intelligence, reusable, automated
  • technology facilitate new ways to capture, understand and predict human behaviour
  • the web sees, understands, and forgets nothing
  • text comes from NLP, analytics; images comes from deep learning, vision; audio comes from AI, deep learning; video comes from deep learning, vision
  • intelligent ethnography – can be 24/7 with cameras and audio video
  • mobile sensors, passively behind the scenes, just based on your phone data, can tell your age and gender, without installing any application
  • data aggregation is the next area for MR – GNIP, twitter, RescueTIme, DataSift
  • next market research is dynamic 24/7, contextual, passive and active, digital and analogue, what i DO, real time, future/predictive
  • AIO robotics case – identified top five complaints about the product and made these their main goals
  • Does WHY matter – with enough data, the numbers speak for themselves
  • What makes a sticky user – someone who adds 30 friends in the first week of using a social network, think about facebook vs myspace growth and development
  • today is market research, the future is computational social science
  • book – the mind in context – by batja mesquita – thoughts feelings are not driven by a single cause but multiple transactive processes
  • what will my company do when everyone has great processing power on their own
  • technology will be the core of the future, need generalist technologists to keep them informed about the edges of technology
  • be prepared to kill your first born [not for real!]
  • you can’t know it all so partner with other companies
  • prepare to become a computational social scientist [LEARN R!!!!]
  • learn how to manage, clean, process data – R; stay on top of new applications; partner with a company that does manage data
  • two sales people go to africa to see if their is a market for their product. one returns and says there is no opportunity there, no one wears shoes. The second returns and says there is fantastic opportunity there, no one wears shoes.
  • @StartUpMind is his twitter name
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