Automation and AI

1. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Market
Research
&
The
Rise
of
the
Machines
Automa5on
&
Ar5ficial
Intelligence
Ray
Poynter
April
2016

2. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Agenda
• Automa(on
and
society
• Automa(on
and
MR
• Ar(ficial
intelligence
• The
near
future
• How
to
be
an
automa(on
winner
– Not
an
automa(on
loser

3. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Automa5on
–
Good
and
Bad
When
do
you
prefer
handmade?
• Sushi
• Haircut
• ?
When
do
you
prefer
machine
made?
• Glasses
/
contact
lens
• Computer
chips
• ?

4. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
4
waves
of
automa5on
1. Muscle
is
augmented
(power
tools,
harves(ng
tools,
steel
factories
etc)
–
Meiji
restora(on
onwards
2. Muscle
is
replaced
(end-­‐to-­‐end
automa(on
–
‘lights-­‐
out
factory,
e.g.
FANUC
robo(cs
factory)
3. Brain
is
augmented
(Spreadsheets,
accounts
packages,
graphics
packages
etc)
4. Brain
is
replaced
(SatNav,
driverless
cars,
autopilot,
automa(c
air
condi(oning,
etc)

5. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
System
1
and
System
2
thinking
System
1
is
our
automa(c,
heuris(c-­‐based
thinking
– 1+1
or
picking
your
regular
toothpaste
in
the
store
is
System
1
– System
1
is
rela(vely
easy
to
automate
System
2
is
our
considered
thinking
– Playing
Go
is
System
2
– System
2
requires
Ar(ficial
Intelligence
to
automate

6. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Impact
of
Automa5on
-­‐
Glass
BoJles
• Automated
glass
blowing
invented
Michael
Owens,
USA,
1905
• Bo]les
produced
per
person
up
600%
• Price
per
100
fell
from
$1.25
to
10
cents
• Use
of
glass
bo]les
increased,
especially
for
food
and
drink
• Employment,
choice,
safety
increased
– But
many
skilled
glass
blowers
lost
their
job
or
had
to
work
for
less
money

7. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Automobiles
• Before
Henry
Ford,
few
cars,
few
workers,
high
costs
• 1913
Ford
created
first
moving
assembly
line
• Cars
became
be]er,
cheaper,
and
available
• Millions
of
people
were
employed,
the
economy
grew,
hotels
and
diners
were
just
one
by-­‐product
of
Ford’s
automa(on

8. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Impact
of
Automa5on
–
Books
• In
the
West,
prin(ng
press
invented
1439
• 1450s
bibles
are
printed
–
change
of
power!
• Books,
newspapers,
pamphlets
–
change
of
power
– Reading
became
DIY
• Knowledge
was
stored,
shared,
and
developed
• Prin(ng
was
the
internet
of
the
(me
Thomas
Paine
1791

9. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
MR
and
Automa5on
• Punch
card
reader
1890
US
Census,
Hollerith
• 1960s
&
70s
:
use
of
computers
to
produce
tables,
SPSS,
ques(onnaire
scanning
• 1980s
:
CATI
and
RDD,
DeskTop
Publishing,
Personal
Computers
(word-­‐processing,
spread
sheets,
PowerPoint,
SPSS)
• 1990s
:
Online
surveys,
online
focus
groups,
bulle(n
board
groups
• 2000s
:
DIY
research
(e.g.
Survey
Monkey),
Research
communi(es,
research
panels,
Social
Media
analy(cs,
Text
analy(cs,
Dashboards
• 2010s
:
Produc(sa(on
(e.g.
ZappiStore),
Big
Data,
passive
data,
internet
of
things,
automated
repor(ng,
automa(c
facial
coding

10. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Automa5on
and
Employment
Some5mes
Good
• Glass
making
and
cars
–
early
20th
Century
• IT
–
last
50
years
• Entertainment
• Flying
• Finance
and
investment
services
• ?
Some5mes
Bad
• Prin(ng
• Typing
• Bank
clerks
• Steel
makers
• Assembly-­‐line
work
• Ticket
people
at
sta(ons

11. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Automa5on
and
Research
Employment
More
– Programmers
– Research
directors
– Qual
researchers
– Sales
and
marke(ng
– Customer
success
managers
– ?
Less
– PAs
and
secretaries
– Interviewers
– Char(ng
teams
(e.g.
slides,
overheads,
etc)
– Junior
researchers
(checking
tables
etc)
– ?

12. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Automa5on
and
Research
Quality
BeJer
– Cost
– Speed
– Fewer
punching
and
processing
errors
– More
op(ons
for
charts
and
infographics
– Less
human
bias
– More
analyses
available
– ?
Worse
– Smaller
propor(on
of
popula(on,
more
open
– Interviewers
not
catching
mistakes
and
mo(va(ng
respondents
– Limited
range
of
solu(ons
offered
–
not
designed
to
customers’
individual
needs
– DIY
reducing
quality
– ?

13. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Millward
Brown
Link
Test
&
Automa5on
• Leading
copy
tes(ng
product
• Benchmarks
of
over
100,000
tests
• Predesigned
– Method
– Ques(onnaire
– Metrics

14. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Bespoke
Bespoke
PreDesigned
-­‐
PreMade

15. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Is
Bespoke
Research
BeJer?
Bespoke
designed
to
meet
the
client’s
needs
But
– 75%
of
the
(me
not
designed
by
top
researchers
– Harder
to
compare
with
benchmarks
– Can
miss
essen(al
ques(ons
– Slower
– More
expensive
– Not
good
for
‘agile’
research
–
e.g.
‘fail
fast’

16. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Automa5on
and
DIY

17. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Who
is
DIY
MR
for?
• People
learning
about
research
• Small
agencies
• Client-­‐side
researchers,
who
are
researchers
But,
they
are
also
used
by
people
who
do
not
know
enough
about
research
to
be
using
them.

18. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Validate.It
Designed
for
marketers.
Proposi(on:
All
surveys
and
analyses
designed
by
‘best
in
class’
experts

19. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
ZappiStore

20. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
GRIT
Report
–
DraV
–
top
7
41%
39%
35%
34%
32%
29%
24%
23%
29%
30%
28%
19%
19%
18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Analysis
of
survey
data
Char(ng
and
infographics
Analysis
of
text
data
Analysis
of
social
media
Sampling
Survey
Design
Online
focus
group/IDI
modera(on
In
Use
Under
considera(on
Automa5on
PlaXorms
In
Use
or
Under
Considera5on
GRIT
2016,
n=2144

21. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
GRIT
Report
–
DraV
–
top
7
21%
20%
19%
13%
11%
10%
8%
18%
26%
16%
17%
13%
16%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Report
wri(ng
Image
&
video
data
Project
Design
A]ribu(on
Analy(cs
Match
suppliers
&
buyers
Biometric
&
nonconsc's
Match
talent
to
projects
In
Use
Under
considera(on
Automa5on
PlaXorms
In
Use
or
Under
Considera5on
GRIT
2016,
n=2144

22. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
How
Could
Automa5on
Help
You?
Before
you
in
the
pipeline?
• ?
AVer
you
in
the
pipeline?
• ?

23. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Agile
Research
• High
speed,
low
cost,
learn/fail
quickly
• Tradi(onal
projects
were
like
climbing
Everest
– Base
camp,
camp
2,
3,
4
and
then
push
for
the
summit
• Modern
business
thinking
is
lean
– Trial
and
Error
(Trial
and
Learn)
• Needs
faster
and
cheaper
tools
to
allow
mul(ple
research
phases.

24. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Standards
• Sir
Joseph
Whitworth
• Before
1841
every
blacksmith
made
their
own
nuts,
bolts,
etc
• Whitworth
created
Whitworth
Standard
• Allowed
flexibility,
collabora(on,
and
agile
development
(and
repair)

25. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
The
New
Standards
• R
• JSON
• Ruby
on
Rails
• Seman(c
Web
• Hadoop

26. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
What
(if
anything)
is
holding
your
organisa5on
back
from
being
‘Agile’
Do
you
even
aspire
to
Agile?

27. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
AI
is
Automa5on
applied
to
the
mind
Especially
to
System
2
thinking

28. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
AI
in
our
daily
lives
• Virtual
Personal
Assistants
(Siri,
Google
Now,
Cortana)
• Video
games
• Smart
cars
(e.g.
auto
park)
• Purchase
predic(on
(e.g.
Amazon)
• Online
customer
support

29. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Google
Photos

30. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Other
Recogni5on
Technology

31. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI

32. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Transla5on
and
Text
Recogni5on
• Text
recogni(on
for
analysis
is
already
common
• Voice
recogni(on
for
sales
and
support
is
also
common
Skype
Recogni(on
Transla(on
Speech
Skype

33. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Sen5ment
Analysis
iPhone
comments
on
Facebook
before
iPhone
4
launch

34. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
MR
Implica5ons
of
Text,
Photos
and
Pictures
• At
the
moment
most
quant
studies
avoid
open-­‐
ended
comments,
photos,
and
videos
• 1
hour
of
video
takes
a
person
3
hours
to
process
• In
the
future?
– More
open-­‐ended
ques(ons,
fewer
closed
scales
– More
images
– More
video

35. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Associated
Press
and
bot-­‐journalism
• Before
AI
–
their
team
of
journalists
were
crea(ng
about
300
finance
stories
a
quarter
– Topics
such
as
net
income,
sales
etc
• With
AI
(since
2014)
–
producing
3,700
stories
per
quarter
– Journalist
now
check
and
tweak
• These
stories
have
standard
types
of
input
data
and
a
predictable
range
of
stories
• Sounds
a
lot
like
a
tracking
report
or
a
concept
test
report!

36. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Chess,
Go,
and
the
implica5ons
for
AI
• In
1997
IBM’s
Deep
Blue
beat
the
Gary
Kasparov
(best
player
in
the
world)
at
chess
• 2016
Google’s
AlphaGo
beat
Lee
Sedol
(best
player
in
the
world)
at
Go
• Deep
Blue
was
an
expert
system
and
used
brute
force
–
the
key
was
programming
• AlphaGo
used
machine
learning
–
the
key
was
training

37. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Can
Computers
be
Crea5ve?

38. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Can
Computers
be
Crea5ve?

39. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
MicrosoV’s
foul-­‐mouthed,
racist
chatbot
• March
23,
2016
–
Microsop
create
Tay
an
AI
chatbot
• Very
quickly
Twi]er
users
train
Tay
to
be
racist,
foul-­‐mouthed
and
to
talk
about
sex
• March
25
–
Tay
is
taken
down
• We’ve
learned
a
lesson
about
AI
and
about
the
nega(ve
side
of
people

40. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Intellec5on
Expert
System
Automa5on
for
MR
Reports

41. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI

42. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
When
does
automa5on
aid
employment?
When
the
cost
and/or
speed
improvements
grow
the
market
by
more
than
the
increased
produc(vity
per
person
Market
=
100
widgets
per
day.
10
people
produce
10
widgets
each
Automa5on
&
Market
A
1
person
can
produce
50
widgets
Market
grows
to
200
widgets
per
day
4
people
employed
Automa5on
&
Market
B
1
person
can
produce
50
widgets
Market
grows
to
2000
widgets
per
day
40
people
employed

43. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Where
will
AI
make
a
difference
1. Project
design
– Sample,
scales,
method,
ques(onnaire,
discussion
guide
– Fewer
people,
be]er
designs,
fewer
mistakes
2. Project
management
– Booking
the
fieldwork,
placing
contracts,
monitoring,
adjus(ng,
crea(ng
top-­‐line
reports
– Fewer
people,
fewer
mistakes
3. Standard
reports
– Tracking,
customer
sa(sfac(on,
concept
tests
– Fewer
people,
easier
to
use
reports,
less
impact
when
a
big
story
is
found
4. Analysis
of
open-­‐ends,
pictures,
video
– Leading
to
an
increase
in
the
use
of
all
three,
fewer
closed
ques(ons
– More
people,
more
insight,
more
storytelling

44. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Where
will
AI
make
a
difference
-­‐
2
5. Managing
and
modera(ng
large
research
communi(es
– Member
queries,
engagement,
chatbot
moderators
– Larger
communi(es,
more
insight,
similar
number
of
researchers
6. Advanced
analy(cs
– Social
media,
big
data,
longitudinal
analysis,
programma(c
marke(ng,
a]ribu(on
analysis
– More
analy(cs,
growth
in
the
number
of
analysts,
people
skilled
at
using
the
AI
7. Research
bots
– Sopware
that
will
search
exis(ng
data
sources,
e.g.
studies,
public
data,
social
media
and
find
answers
to
research
ques(ons
– Will
replace
some
researchers,
but
will
lead
to
growth
in
people
running
research
bots,
new
agencies?
• Overall,
over
10
years,
I
expect
60%
of
current
MR
jobs
to
go,
and
perhaps
20-­‐30%
new
jobs
to
be
created

45. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Be
an
automa5on
winner
Not
an
automa5on
loser
• Client
success
managers
• Bespoke
researchers
– Qual
and
quant
• Entrepreneurs
/
Interpreneurs
• The
people
introducing
and
u(lising
Automa(on
and
AI
• Performers
– Storytellers,
illustrators,
video
makers,
sales
people,
writers,
nego(ators
…

46. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Thank
You!
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me
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TwiJer
@RayPoynter
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47. Market
Research
and
the
rise
of
the
machines
–
Automa5on
and
AI
Q
&
A