Future of the smart home by Emily Taylor and Manish Nargas, IDC Canada, #BigDataTO #SmartHome #ConnectedHome #AI
Notes from the #BigDataTO conference in Toronto
- By 2020, every home will have 40 connected devices – TV, appliances, health, assistance, security
- Wearables help consumers track and log their activities such as wellness goals, athletic training, weight loss monitoring, medication reminders, gamification of activities. 1 in 5 Canadians currently own a device as a wristband or a watch and 70% of those owners have no plans to upgrade or replace. 60% of consumers are not interested in wearables at all. Designs will be less obvious, have improved battery life, and use new materials like smart fabrics. Medical devices will have better reliability and validity and this will help the healthcare sector and be relevant for insurance companies
- Security devices – smoke alarms, motion sensors, doorbells, security systems, remote home monitoring. These devices offer peace of mind. It’s no longer about emergency services but monitoring to see if the kids are home, a window is opened, the jewelry box is still there, perhaps even see if it’s a friend or foe at your front door.
- Home automation – these devices will help us reduce energy usage, increase safety including devices such as thermostats, light switches, outlets, appliances. IKEA has launched a smart home lighting system with wire-free lighting at a lower cost than their competitor. They will bring this technology into every piece of furniture and curtains [window blankets 🙂 ]
- Personal health devices – These devices will result in increased awareness of monitoring. Health monitoring will take place from the home not a hospital and will result in fewer trips to the doctor and hospital. Connected clothing will help with this. Gym equipment brands now sync with health monitoring devices so you can monitor treadmill and walking together and get more consistent results.
- Intelligent assistants/bots – more natural way to interact with machines, removes the complexity of interconnections, vocalizes thought and activity, uses real time machine learning. Low adoption rates in Canada but many bots aren’t available in Canada. Connecting a speaker to the internet isn’t revolutionary but it can improve personalization. 60% of Canadians don’t care about bots but bots are here to stay. It is Alexa and soon will be your butler. It will be ubiquitous.
- There are gaps. Many devices are siloed right now. They have limited conversations with other smart home devices. The market is too focused on DIY right now as people want to solve specific problems not do the entire home in one shot. There is little support across the solutions.
- Do you need a smart-fork that monitors how quickly you eat? Do you need this fork to connect to your lights and smoke alarm?
Live note taking at the #IIeX conference in Atlanta. Any errors are my own.
Panel: The Next Generation of Market Research & Insights Creation
; Moderated by Leonard Murphy (GreenBook) with panelists Chris Enger (Periscope by McKinsey), Tamara Char (Periscope by McKinsey), & Simon Chadwick (Cambiar)
- Periscope by McKinsey is a suite of tools for collecting learnings, analytics
- Our entire industry is fragmented, over half of companies that source data did not exist ten years ago and they may not exist ten years form now
- Technology is not the driver of change, client needs and circumstances are the drivers of change, they are being asked to do far more with budgets lower than they used to be, they much get creative
- Behavioural data and analytics techniques to analyze that data is suddenly easily available and analyzable, this changes everything about being able to identify insights and work in an agile way, can get to 80/20 answers more quickly, we don’t need the 100% answer, we need to make progress on problem solving
- Are analytics pushing the business forward, are the ‘researchers’ falling behind and failing to get seat at the table?
- Need to elevate the quality and consistency of data so that the leadership is never getting three answers to the same question nor are employees hearing diverging answers
- You must have a c-suite leader and hopefully the chief financial officer who has a longer tenure in a company, not the chief marketing officer
- The CMO needs to spend time developing strategies not waiting to get data, let the machines do the heavy lifting so the team can spend their time strategizing
- What is the role of the methodologist, understanding fit for purpose of all the tools, this is why we’re seeing so much fragmentation,
- In the USA, people are attracted by tools. In the EU, they are more focused on ideas and creativity, and try to be creative all through the entire process. Need to be less technologically focused in the USA.
- Try assigning various people on th c-suite to BE a person in a segment, have them go shopping for her, experience her, all to get them to empathize more clearly, because c-suite lives are so completely different from their segments
- Is automation a dirty word? Machine learning templates and speeds everything up, may eliminate bias of an individual person although it will perpetuate bias that exists within the data
- We need to present data for ten minutes and then discuss the oilers and solutions for the remaining 50 minutes
Panel: The GRIT Report & Future Impacts
; Moderated by Leonard Murphy (GreenBook) with panelists Aaron Reid, Ph.D (Sentient Decision Science), Patricia Chapin-Bayley (Toluna), Rick Kelly (Fuel Cycle) & Isaac Rogers (20|20 Research)
- Automation is mostly used for analysis of surveys data, charting and infographics, analysis of text data, analysis of social media, sampling
- “My clients aren’t asking me for social media data” no they aren’t, they’re asking someone else
- Automation frees up time to expand capacity and do more, many things will soon be automated. We must adapt to this or fall by the wayside.
- Buyers are slow to adopt automation, automation is a dirty word because they think it is DIY and it will be more work. It will actually free up resources and allow you to do more once you are trained and moving forward.
- Do you want to be at a data collection conference in five years or at an insights conferences? Your business must adopt automation.
- People don’t CARE if you automate, they want better research insights and thinking. You must have automation to get there.
- Automation may not cut your budget but it allows you to move your budget into higher value endeavours.
- What should samplers do? Advise on representativity, enforce length of interview limits, consult on questionnaire design, restrict to mobile only, forbid mobile-unfriendly. it is an absutive relationship – clients don’t want to pay for consumer friendly and respectful questionnaires.
- There is no such thing as a non-mobile study. Every device must work and work well. You cannot run a survey without mobile respondents or you are guaranteed a nonrepresentative sample. Why is this even a conversation?
- If you aren’t thinking mobile first, you are being stupid. We spend half of our time on our devices. It is a data quality issue. [Cannot agree with this comment enough]
- Educating the researcher of the future – they need critical thinking and storytelling skills. We all need to be critical thinking experts, you shouldn’t in the business without that. We need to train the current workforce on how to do this. We’ve trained people on how to run cross-tabs but they need training on storytelling and turning insights into action.
- Quick research doesn’t have to be quick and dirty or poor quality
- The technology doesn’t matter, the platform doesn’t matter, we need to stop talking about the technology and focus on consultation, understanding the problem
Chaired by Marc Engel
Service Recovery, Gurt and Paul from Feedtrail
- [presented with 11 minutes notice so huge kudos to you!)
- Customer feedback program that measures the experience immediately not 2 days or 2 months from now
- Helps you ensure the appropriate person knows about the problem immediately so the issue can be resolved immediately
- You don’t need to wait until the end of your hotel experience to give your review of the bed or the bathroom. Give your review now so they can fix things when you still need them fixed,
Email is Dead. PowerPoint is Dead. Smart Video is Now the Killer Way to Communicate Insights! By Paul Field (Touchcast)
- [they set up a live green screen, he’s running all his slides from his cell phone]
- It’s easier to talk with people using video, more memorable, more expressive, more human
- You can show videos, products, documents, polls, surveys, quizzes but also be on the screen yourself to point at things or write on the screen
- They’ve included instagram style filters but nobody uses them. But of course people would be upset if there were no filters 🙂
Empathy: The Real Killer App for Insights by Katja Cahoon (Beacon)
- [game to play: write down all the numbers she will say and answer the questions that are to come]
- Most people write down the four primary colours, bed/table/chair/desk, and Einstein. Most people choose the same set of common words due to stress and bias, stereotyped, programmed ways of thinking. It’s hard to break out of them during pressure. It happens so during brainstorming sessions too.
- You can ask questions a different way and get completely different answers. Questions help you develop empathy.
- Perspective taking – consider from the perspective of the consumer, do you feel you know everything, have you walked in the consumers shoes, have you worn the adult diapers yourself?
- Don’t judge – is your team diverse or biased?
- Recognize the emotion in others – do we truly feel what they’re feeling or are we just measuring it
- Communicate the emotion and understanding – use cocreation
- Get out of the well worn thought pathways and brush aside the stereotypes
How to Drive Smarter Product Decisions with Agile Research by Thor Ernstsson (Alpha)
- Old research is gated decision making, decisions are irreversible, consensus is required.
- Agile research is high velocity, decisions are reversible, there is disagreement and committment
- We aren’t building space ships, it’s basic products
- The problem is never the idea, most people are in their jobs because they know what they are doing
- It’s okay to launch small decisions that are wrong and reversible that you can continually improve on
- Change your bias from planning to acting, change from being comfortably predictable to uncomfortably unpredictable, go from upfront exhaustive research to iterative experimentation
- Be ruthlessly outcome oriented
Live note taking from #IIeX in amsterdam. Any errors or bad jokes are my own.
- The five stages of grief – you show us things we don’t we to hear, you make us question our sense of purpose, create a sense of loss for ourselves and our team, people go through denial as they read the results, it takes a while to accept the final results
- Mission statements are a call to action, be part of the change, have clear direction, creating a vision is less functional
- Define the problem you want to solve next year, create a team to act on a critical issue, don’t make people boil the ocean, get value this year so you can create a budget for next year
- Assess the ideal situation, work requires part of a person not a whole person and it’s expensive, find out where the data is, where the expertise is within your company
- Plan for a win, get results in 6 to 9 months minimum, don’t demonstrate technical competition yet, demonstrate value for the business within the budget timeframe
- Solve your mission problem with incremental wins
- Communicate, don’t communicate your wins or learning, also communicate what you can do better, help other people see other areas where they can contribute or add to your success
- Create the right environment, who is the lead – the CRO, CEO, or someone else, the spehere of influence is quite broad
- Its better to focus on learning how to improve things rather than asking questions that reflect your KPIs
- 46% of impressions are not viewable, this costs 1.6 billion pounds per year for UK companies
- What do people actually look at online, do they look at native as much as display advertising
- Infra-red eye tracking technology is available
- Eye tracking showed that people weren’t pay much attention to a text ad, indexed it to a penguin ad and you could see much more attention paid to the image ad versus the text ad, more people viewed, for longer time
- Only 35% of ads we purchase are viewed by people, only 9% of people look at them for more than one second
- This is low in comparison to traditional ads, press gets more views because there is no load time and it’s viewed longer, 40% look at the ads for more than one second, 2.2 seconds average for print
- But you cant just lift the print ad and use it is a a digital ad
- Ads aren’t always immediately viewable and sometimes they switch to a different ad immediately
- Viewable does not mean its being viewed
- Think like.a poster not like direct mail
- User cost per view, not cost per thousand
- Citigroup is over 200 years old
- Ingenuity has been art of their DNA
- Banking isnt just credit cards, it’s advising, investments, money transfers, bill payments
- The bank is the hub of people’s money but there our spokes coming out of it
- Half of millennials are already using financial tech solutions, 60% are happy with it, two thirds will use more going forward
- Only half of millennials would be happy if they only had financial tech, but the trend is similar for older people, B2B are the furthest behind but still want digital
- We can’t be all things to all people
- Six markers of progress makers – optimistic, driven, resilient, future focus, worldly outlook, generosity of spirit
- These come from motivations as people and how they view their lives, not just how they use banks
- They use communities, advisory boards, innovation labs around the world
What Customers Will Want: The How-To of identifying the future of customers needs and wants by Greg Yezersky, Oakland University
Live note-taking of the November 10, 2016 webinar. Any errors are my own.
- Average company lifespan on S&P was 65 years 50 years ago. Now, projections say it is about 18 years.
- 86% of original fortune 500 companies are gone; of fortune 100, 43% are gone
- Permanently excellent companies and industries do not exist
- Challenge: what is the root cause of success
- Research, concept, design, production, sales, all of this takes time. What people wanted before, they might not want anymore. We need to know what people will want in the future. We don’t have a crystal ball.
- Traditional approach is to follow trends, square shoulders and holes in jeans leads to new fashion trends so we adjust are machines for those, and then the trend goes away
- People don’t know what they will want in the future
- Don’t identify the right problem, identify the wrong problem. For example, a fish isn’t trying to escape the fishbowl, it’s aiming for a bigger fishbowl
- Purple ketchup and blue Pepsi were mistakes
- Innovation is gambling and much riskier, you win 50% of the time by gambling on red or on black
- Is the future knowable, it is not predictable, how do you know what will happen if you drop an egg off the roof… you predict it will break because you have a theory of gravity, science, you even know how fast it will fall
- Is there a science of innovation, what people will want, what innovations will succeed
- Need a theory that works in any market, any application, with significant risk reduction
- 90% of theories focus on the brain of the inventor, or you can look at evolution of systems, a sequence of steps, from phonograph to record to tape to disk to mp3
- evolution has order, it’s not purely random
- evolutionary forecasting needs – evolution is not random, set of natural laws
- evolution forecasting of the lawnmower – customer experience matters, forecasting is identify future problems and solve the problem, how do you ID the problem?
- How do you avoid wasting time by needing more oil, needing to sharpen blades, needing to try to start it 50 times, how to avoid me walking the machine over the lawn (robot mower)
- [more content in webinar but I had to leave]
Live blogged at the #AMSRS 2015 National Conference. Any errors or bad jokes are my own.
- he was suspened from school as a boy when he forced a schoolmate to prove he had a girl friend, was expelled for ten days and ended up faking going to school so his dad wouldnt find out
- he recalls being in the hospital for his mother as a young boy and the only person he spoke to him was the cleaner, not the nurse or the doctor
- can you tap into what your employees do on saturdays
- you need to speak to people in their own, never have fear or embarrassment
- leadership is not about popularity, it’s about being believed
- managed to get an interview with Neil Armstrong, couldnt believe it, nothing should make you too scared to ask the question
- media could not understand how Alex got this interview since he wasn’t a journalist
- you need to encourage people to seek their own ‘big life’
- if someone isn’t interesting to you, how will they be interesting to other people including your clients
- tell people what you’re thinking now, in your own words, in real words they can understand
- he responds to questions on his website with videos
- how long should you stay in a job you hate? until you can respect the people you don’t like
- how do you get people so relaxed that they’ll tell you anything
- every trauma in your life is a future motivation
- you have skills. mediocitry is not for you. don’t hold back the other people who work with you
- have empathy and you can work in any role
The time is now by Merril Dubrow
- is this the time to be proud of the MR industry?
- we need positive press, we need to highlight the success of our industry in print, video and more
- why aren’t we attracting younger people to our industry, give them conference discounts, give them unique conference tracks, give them association board positions, have young professional tracks in conferences
- suppliers are too slow to adopt technology, too much to keep up with
- we need to stop chasing the current meme, you need to be a generalist or a specialist, grab the thing and stick with it
- The Lily camera would be great for research. Wearable would be great for research.
- These shiny toys are distractions. Go after the right technology for the right clients for the right reason.
Creating the future of brand and ad tracking by Jeff Reynolds
- brand tracking is broken, it is our fault, we did it to ourselves
- we fuss more over adding features to surveys instead of making them better, cheaper, faster
- we don’t change because it costs money, it costs money to manage data and even more when you change what that data is
- there is a web of stakeholders – if one person changes the dance it affects everyone else
- what would UBER brand tracking look like – high end software for real time system, integrate NLP and digital, online dialogue, automated, shift labor from report production to value add consulting
- do we really need the data any faster?
- think about data systems no research studies – less flexible in short run but more powerful in the long run, allow a global scalable system, more expensive in year one for significantly better in year 2+
Research takes you there by Meghan Rogers
- research on consumer experience of ecommerce among most loyal customers, created the SkyPanel
- crowdweaving – creation/ideation, collaborate, evaluate, members rate all the ideas to see which did and did not resonate, identify needs and drivers that don’t articulate well in standard research
- members actually printed, cut, and paste how they’d like the screen to actually look; other people created tables in word to describe what they wanted the webpage to look like [how’s that for listening to people who aren’t really computer savvy]
- clients had logins to the portal and could watch live, but they could also see summaries of which themes were resonating
Why aren’t we there yet: The insight innovation we’re missing by Kris Jull
- Often over-engineer so things look amazing, or under-engineer for cost savings
- if you can’t trust each other, you won’t innovate together, need more transparency of communication in terms business backgrounds
- you can’t innovate in a vacuum, words like vendor and supplier don’t lend to innovation
- need more face to face conversations so that tone and non-verbals don’t get lost, email isn’t good for innovation
- common approach to setting budgets – start with last years plan, what was one of and what is needed ongoing, add in new learning needs, set a budget that is 70% of last years budget, this isn’t good
- better approach – start with business objectives, does it tell me something i don’t know, does it tell me something i can’t get anywhere else, does it drive a decision the business would not have taken otherwise, does it line up with the tempo of the business – this is the smart way to go
- Do you commission work with a boilerplate template? That’s not really aligned with innovation. Think of it like a creative brief. Innovation is creative solving problem and spend significant time writing it. Have conversations about your brief.
- invest in strong relationships, make innovation a priortity, think differently about how you commission work.
The coming rateocracy by Bob Moran
- Rateocracy – real time, numeric, transparent ratings for people, places, and things
- “heads up” display – displayed in your visual field [i like that term!]
- yelp and ebay are continuous open source rateocracy whereas consumer reports is periodic open source. CRM software is continuous proprietary. Consumer satisfaction research is proprietary and periodic.
- how do you create a universal rating app for everything – some have tried – Honestly.com. TalentBin.com. No real successes yet.
- if the hotel reception checked your klout score and gave you a better room because of it, this is kind of the scenario
- what happens when a client blasts your work on social media? “People hate us on Yelp” This also already happening. THe legal system is still trying to catch up to this.
- SciFi has been all over this for a long time.
- QSR, Hotels are great for instant ratings [A&W has it]
- your phone will someday allow you to scan an area and see ratings for everything in it
Innovating in the real world… or what now by Lisa Courtade
- we are high on innovation. but tomorrow is going to come.
- can you bring the #IIeX koolaid home?
- i’ll wait just a bit longer, when i have a bit more money, when i have a bit more support. how do we innovate with fewer people and less money and more pressure
- everyone of us has great ideas. people who can plan and persist will win.
- evaluation criteria – find a business need, you can’t force a new idea on something when it isn’t appropriatem manage legal and regulatory risk. Need a willing business partner.
- innovation isn’t just technology that needs a lot of money.
- can you do product launch copy testing differently? what about eye tracking, GSR, and EEG? They are now affordable and scaleable
- the ad was much liked but people were buying the competitive brand – biometrics results showed that no one actually saw the brand name, it wasn’t in the eye path, people were disconnected at parts
- put the ad back on in a week, re-cut, and ROI jumped 100%
- how do you measure innovation of weird new innovation? ROI
- reduced research costs even with inclusion of biometrics, also saved 4 weeks of research time
- now “biometrics is just what we do” [can you say that or are you still stuck on the method you’ve always been comfortable with?]
- innovation is a muscle – you really ahve to work at it and do it over and over again – choose the method based on the goal, manage legal, share costs, run parallel studies, establish metrics, measure and report, evangelize
- how do you innovate? JUST START NOW
Innovating from the inside out by Tanya Franklin
- Talent pool will lead you down path of innovation – behavioural, need curious mind set. do you just look at degrees and skill on resume? why not look for people who will take a risk
- mental agility – scan, absorb a lot of touchpoints and digest what it all means, comfort with ambiguity – we’ve always done it this way isn’t going to work
- results agility – driven and confident
- people agility – open minded, self questionning, self aware
Keynote: Innovation, Technology and the Future of Marketing Research by Ashish Soni, USC Viterbi Engineering Startup Garage #ISC2015 #MRX
- 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
- think 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
Live blogging from the Net Gain 2015 conference in Toronto, Canada. Any errors or bad jokes are my own.
Plus c’est la même chose, The Future of Market Research Education
Reg Baker, Executive Director of MRII
- People don’t trust us with their data, we need to have this conversation with them
- Most of us are in the business by accident
- If we knew what we were doing, it wouldn’t be called research
- forces shaping research – from data scarcity to abundance, from asking to listening, from analyzing to synthesizing
- The argument – there is a set of principles that distinguish good from bad regardless of method – science
- Clients have expectations of accuracy, how bad they are willing to accept, how good to use for predictions
- MR education is way too focused on training to do a task and not enough on teaching principles to apply across technologies
- Most training is “how to write a survey” and “how to run a focus group”
- Training is not education. Training is acquiring knowledge for specific competencies. This is bringing new people into our organizations. People learn a tracking project and they populate the graphs.
- Education is knowledge, skills, habits, beliefs, formative beliefs, ideals
- How do people become educated in market research? There are 5 programs in the USA, a couple dozen people per year. Associations help with webinars that are sometimes sales pitches of one method, Continuing education people like Reg’s organization. Employers do the bulk of the training to make people productive – the smart ones will figure it out over time.
- What should a program teach its students? What about social listening, predictive analytics, management consulting, big data, consumer research?
- The firm of the future needs – specialists (data scientists, survey researchers, neuroscientists), business consultants, polymaths (he who knows much, generalists who understand how all the methods work together and assign the right method to the right objective)
- Joan Lewis – we need to be methodology agnostic. The answer to every business problem is NOT a survey [WHAT!?!?!]
- We need to teach people how to see noise.
- Market research is easy. There are just a few easy steps. Understand the business problem. Know the full range of methods and data sources that might be used. Gather the right set of data. Understands the strengths and weaknesses of the data and resolve the inconsistencies. Create an actionable narrative.
- We need to have an open mind about methods and learn when to use each one.
- We need to focus on principles not ways of doing things. What makes “good” research? reliable, credible, can bet the farm on it.
- We need to teach people the art of synthesis.