The next three decades will be the most technologically disruptive era in human history. Advances in artificial intelligence, combined with radical breakthroughs in hardware, will usher in an era in which devices fade away, virtual environments emerge, and super-smart AI assistants organise our lives and run our businesses. In this new world our relationship with technology will change forever. We will, both virtually and biologically, Merge together. The keynote will explore this Merge and its far-reaching implications for brands and marketing.
While the use of automation for text and data analysis, charting, or sampling continues to grow, not everyone is convinced. We will explore how market research needs to create situations where automation leads to a change in the way research is done.
The world is in turmoil. Hyperbole or reality? As we look back on 2017, it is difficult to characterise the state of things as anything but turmoiland experts interviewed in this issue would agree. But, if this is the case, what then is the role of insights and evidence in this new world? In many instances, it would seem that its role is diminishing, with leaders dismissing evidence-based news with which they disagree as fake news. For the Insights professional, all of this poses unique and significant challenges. Not only do we have to bring the human being into the centre of marketing, but we also have to work out where we fit into a new world of political, social and economic turmoil and change. We have to be highly inventive to truly represent the needs of people not only as consumers but as citizens. We need to be able to foresee and reflect the challenges of peoples everyday lives.
Robots are coming whether we want it or not. Get ready for some action at our research court case about the impact of automation on our industry.
Imagine a future where children future-proof innovation ideas targeted at adults; where consumers become researchers; where research participation rivals the popularity of Pokémon Go... experience a visionary insights future that is INSIDE OUT!
Every time we try to predict the future, we naively try to imagine it from our point of view: with a lineal understanding of time as past-present-future. However, weve found out that sometimes our future is not within our own timeline but in someone elses, and even in the present or past of other brands and categories. Thats why we worked with both research inputs and outputs in order to move from guessing the future to designing it.
Through the mirror, back to the past, and into the future...market research, people exploration, brainwaves and the year 2087: A short story for a world of uncertainty.
90% of the core activities of market research will be automated. Design, Interpretation, Guidance and Trust will typify the Market Research Profession. This provocative session is highly relevant for researchers hoping to be successful in 2027.