PowerPoint Presentation

STAN STHANUNATHANVice PresidentMarketing Strategy & Insight

@ssthanunathan

BIGMACRO FORCESFACING INSIGHTS INDUSTRYCash RichTime Poor ConsumersThe battle over Share of Attention24/7 Connected WorldRight hereRight now mindset

Four forces disrupting technology landscapeShift to portable & mobile devices

4.8Bown a mobile phone

(while only 4.2B own a toothbrush)

Four forces disrupting technology landscapeShift to portable & mobile devicesRise of GPRS & mapping technologySpread of embedded sensorsData privacy

VIDEO:WATSON PLAYING JEOPARDY

watson

IBM has teamed up with adhesive maker 3M to create hi-tech new chips that 'sandwich' up to 100 layers of silicon to create processors 1,000 times as powerful as today'sSource: http://www.dailymail.co.uk/

The day when a computer has more brain power than a collection of smart human beings is just around the corner

We cant just be in FINE TUNING mode

Technology changesat an accelerated pace

We are too slow to adapt or to change

10 Years75 Years

Has the research industry changed at the same pace?

Learning experiences & motivationDISAGREEAGREE54321

In my opinion craftsmanship can be acquired through practice without theory lessons.

It is my own fault if I fail to learn theory.

I am only interested in mastering learning tasks that are required in real working life.

EDUFORMBY COS CO

NO

VIDEO:DATA DELUGE IS COMING

Surfing

VARIETY: VELOCITY: VOLUME:Manage the complexity of multiple data typesStreaming data & large volume data movementScale from terabytes to zettabytes

BIG DATA OPPORTUNITY

nielsentechnologyvisionLeveraging Mobile, Satellite Recognition, & OnlineSATELLITE & IMAGERY RECOGNITIONMOBILE POWERED INSIGHTSINTERNET

MOBILEMobile Retail Establishment Survey (RES)Nielsen Answers MobileDown-the-TradeIndia & MexicoReach & ReadAfrica, India, ChinaUses RES + other technologiesLife 360Grab N Go Immediate Consumption Measurement, Attitudes, Location (via GPS

SATELLITEEstimating Retail DensityPassive People CounterSatellite Cartography

INTERNETChina e-CommerceNielsen Online Basket ViewSocial Media FacebookOCRCrowd-Sourcing (reach & Read, Africa)E-Commerce insights (China)18

affective computing

Computers ability to process human emotions is the future of major growth markets

Websites respond to users reactions

Games respond to playersKiosk reco based on reactionsCars sense driver attentiveness

Smartphones react to moodRobots with empathyIMAGINE

SmileEnjoyment / Like

Lowered eyebrowsConfusion & Dislike

Eyebrow raiseSurprise & Shock, or Understanding

ValenceOverall positivity or negativity of the experience while watching the adAFFDEX Unobtrusive measure of viewers emotional responses using simple webcam

IMAGINEComputers ability to process human emotions, known as affective computing, is the future of major growth markets.

AFFDEXUnobtrusive measure of viewers emotional responses using simple webcam

19

affective computing

Coca-Cola Study / Interactive dashboardaffectivaAttentionValence ScoreConfusion / DislikeSmileSurprise

IMAGINEComputers ability to process human emotions, known as affective computing, is the future of major growth markets.

AFFDEXUnobtrusive measure of viewers emotional responses using simple webcam

20

Linking Mobile to traditionalsurveys

active

Main menu:

Welcome to the TNS shopper application. What would you like to do?

Record new drink purchase Capture image Capture video Capture audio

Exit

social

passive

Mapping the tv genomeData is used by Brands, Ad Agencies, and TV networks to inform TV media buying & selling decisions.115+TV Networks

11,000+TV Show Titles

346,000+TV Telecasts

Super bowl xlvi Bowl

cinemetrics

WHATNEXT?

Neuroscientists make headway turning thoughts into speechWere trying to figure out how the brain decoded acoustics into words, says study senior author Bob Knight of the University of California-Berkeley. The goal is to help patients rendered voiceless by strokes or other ailments speak their thoughts directly

Science decodes internal voices

From a prosthetic view, people who have speech disorders could possibly have a prosthetic device when they cant speak but they can imagine what they want to sayProfessor Knight

Focus groups will go virtual

Asking questions & getting answers will be almost history

Top 5 agencies will have at least 3 new entrants

Mobile will be the primary way of collecting data

Biometrics will become mainstream

Television Rating Points TO Connection Rating Points

Technology vs. Privacy battles bigger & frequent

VS

The death of Random sampling

Situational research to become new mainstream

Digital natives the new breed of researchers

Insights as primary deliverable TOInsights as a means for driving inspiration & provocation

Industryat a cross-roads

Industryat a cross-roads

Precision Comfort with higher levels of ambiguity &

Statistical significance Logical deductions

&

From Conclusive mindset Exploration mindset

&

Analysis Synthesis

&

Technology as Enabler Technology as Driver

&

Presentations Visualizations

&

GOODCHEAPFAST

Todays research industryPick two

Tomorrowsresearch industryDeliver all threeGOODCHEAPFAST

THANKyou

STAN STHANUNATHANVice PresidentMarketing Strategy & Insight

@ssthanunathan