1. THE FUTURE
OF RESEARCH:

3. TECHNOLOGY IS THE
ENABLER…

4. But the big challenge
will be to…
CHANGE
the OLD research
mindset !!!

5. WEB 1.0
PAGES | DOCUMENTS | HYPERLINKS | KEYWORDS

6. WEB 2.0
SOCIAL | LOCAL | MOBILE |
UX | GAMIFICATION

7. WEB 3.0
PEOPLE CENTRIC | SEMANTIC WEB |
PERSONAL DATA LOCKERS

8. WEB 3.0
“I'm selling this data for $2 a day. If more people do
the same, I'm thinking marketers could just pay us
directly for our data. It might sound crazy, but so is
giving all our data away for free.”

9. Some BIG transformation forces …

10. 1. THE SHIFT IN MARKETING POWER
Digital technology has enabled a shift in market
power from the makers of goods and services to the
peoplethat buy them.

11. 2. THE PERSONAL CLOUD
“Today, only about 7% of personal data is stored in
the cloud, but 36% of consumer data will be stored
in the cloud within four years (Gartner).”

12. 3. BIG DATA
“There will be 50 X more data available in 2020
than we in 2010 “ (IDC)
By 2020 there will be 50 billion connected devices
worldwide. Each of these devices will be
generating data. (Ericsson)

13. How digital technologies
have transformed
market research?

14. RESEARCH 1.0
ONLINE SURVEYS| ONLINE PANELS | INTEGRATED DATA
COLLECTION PLATFORMS | ONLINE REPORTS

15. RESEARCH 2.0
MROC’S| MOBILE SURVEYS| FACIAL CODING
GAMIFICATION | EYE TRACKING | TEXT ANALYTICS
DYNAMIC DASHBOARDS | EFM

16. RESEARCH 3.0
????????????

17. We’ll get more PEOPLE CENTRIC!
We’ll go to SMALLER screens!
We’ll get more REAL WORLD!
RESEARCH 3.0

18. What we’ve been working on
at eCGlobal…

19. eCInnovations Lab
Technologists
Marketers & Communicators
Planners & Designers
Market Researchers
Multicultural & Creative
Environment
Goal: Drive
Research
Innovation!

20. An “ecosystem”
for the
Next Generation of
Market Research &
Consumer Insights

21. Collaboration Model
Consumers BrandsResearchers
User Experience
 Social, Local, Mobile
Gamification
Segmentation
 Online Communities & Apps
 Easy Integration (APIs)
DIY or DIO
Activities
Pay as you go or Subscriptions
Advanced Analytics
Reports & Dashboards

22. The User Experience

23. Consumer Data Lockers
Personal Data
Social Data
Market Data
Consumer Data Locker
Mobile Data

24. Consumer Data Mart
Incremental
Historical
Customizable
On Demand
On the Cloud (Fast,
Scalable, Cost-Effective)

25. How we have helped our
clients to innovate and
transform the way
they do MR?

26. Launch an
Ad Tracking Syndicated
Research Study, using
neuroscience technologies
to measure user emotions
while exposed to brand
communications.

27. Heart – 1st Design
Research SpecialistTechnology PartnerPanel Partner
Online Panel 40 minutes online
survey with facial
recognition module
Processing &
Analysis

28. Heart – Redesigned
PULL
Pull Data from
DataMart
Deep Segmented
Consumer Profiles
Customized Set of Questions
DIY + Facial Coding
New data dimensions
Larger sample, smaller questionnaire
Integrated with real time dialogues + Advanced Analytics
User experience:
fun, interactive, all screens
+
+

29. 1. Have an holistic view of
their consumers,
combining data from
multiple sources and
formats, including TV
ratings, social media,
primary research
and web analytics.
2. Efficient Data
visualization & Delivery

30. DIRECTV – Digital Properties
Online Panel Community Social Media + Web Presence DTV Ratings
Trackers & Ad-hoc studies

31. DIRECTV – Data Integration & Visualization Plan
Data Integration Plan (Subscriber ID) Big Data
Data Visualization & Delivery
AllDience Database
at eCGlobal’s Servers
AllDience App Lite &
PRO Versions (Apple
Store & Google Play)
+

32. DIRECTV – RESEARCH 3.0

33. Research 3.0
The Future
is now.
Get Inspired!

34. THANK YOU!
ADRIANA ROCHA
@adricrocha
adriana_rocha@ecglobalsolutions.com