The Future is now –


A couple of presentations on online fraud and declining sample quality, had set the tone for blockchain in market research, calling for stricter measures to combat privacy and data breaches and improve standards in data collection and quality, panel health, etc. Brands are using blockchain to build their integrity, provide transparency in the supply chain and eliminate online fraud and issues arising from bad data, fixing issues arising from bad data costs a fraction of what it would outside the blockchain. The benefits of blockchain in market research include achieving new levels of: data sovereignty, privacy, transparency, UX, fairness (fair experience), data quality. Turns out, the cost of global fraud is expected to reach 6 trillion US dollars by 2021, according to a recent Forbes study; setting that context, Lisa Wilding-Brown, Chief Research Officer of InnovateMR and Andrew Cannon, Executive Director of the Global Research Business Network, presented their collective study’s findings on trust in market research (which is at 27% worldwide — below mobile phone operators) and perceptions and awareness of blockchain. The willingness of market research suppliers to connect to data sources that are untapped as opposed to new data sources is important; the typical user participates in 13 data tasks. #Next2019 “there is a difference between smart and intelligent” – and intelligence is making its way into the next wave of technologies – 5G, Voicetech, XR, etc – Moving from the internet of things to the intelligence of things – Lesley Rohrbaugh, Consumer Technology Association insights leader in passing mentioned to me that although the Consumer Electronic Show’s trends in tech presentation were impressive, there was little talk at the conference about the ethical implications of all this AI competition on steroids and said they hoped to hear more recommendations on managing the dark side of AI. The Insights Association’s third annual NEXT Conference was a quick trip into the near future of what CEO David Almy referred to as the “golden age of insights”, reminiscent remotely of Remesh at another conference in November 2016 declaring the dawn of the “golden age of qualitative research” with the potency of AI powered qualitative tools breaking new “utopias” in consumer understanding.

The Future is now –
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