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Everyone Is an Analyst and Data

Is Everywhere, But Research Has

Never Been Needed More

David Boyle

EVP Insight at BBC Worldwide

4/9/15 INSERT DOCUMENT NAME AND VERSION HERE

OVERVIEW OF SESSION:

Most of our life is digital and the rest is being wired to the Internet at an astounding rate. We don't need to wait for the remaining few things in our life to be connected to the Internet to see that data is everywhere and that nobody can avoid coming across it, interpreting it, and drawing conclusions from it.

What role is there for research, when it's competing against bigger data sets that are faster and cheaper to generate – and that are available at people's fingertips?

I'll argue that good old fashioned consumer research has never been more needed. And that by taking a few tips from the new world, it can be transformed into something that is more powerful yet more cost-effective than ever.

MUSIC

Insight From the perspective of

Deep intuitive understanding

… comes to mind quickly … without much reflection

Music: billions of records of data

available

We have billions

of records

of data available

Can’t link people across platforms Can’t look by type of person Very narrow in scope

✗ ✗ ✗

“How Democrats !Won The Data War In 2008”

“The ability to find hidden pockets of support by analyzing reams of personal

data about voters”

“It's microtargeting -- the art/science of using scads of consumer data to better

communicate effective messages !to voters -- on steroids”

What about in politics?

What we built: !

A!database!of! 265,537,736

people!

+THOUSANDS of!appended!items!!

of!commercially!available,!census!data!

But what was the really key piece of data?!

the really key piece of data: .!

Awareness

Trial

Appreciation

Engagement

Advocacy

Who?

Why?

Where? How?

(Most data deals with just one part)

@BBCWPress

RESEARCH WORLD

DATA WORLD

@BBCWPress

@BBCWPress

Explicit

EXPLICIT

Dislike

EXPLICIT !Like a lot+

Implicit

IMPLICIT

Emotionally!unengaged

IMPLICIT

Emotionally!engaged

EXPLICIT

Dislike

EXPLICIT !Like a lot+

Re-work?

Second Looks

Dark Horses

Sure bets

IMPLICIT

Emotionally!unengaged

IMPLICIT

Emotionally!engaged

EXPLICIT

Dislike

EXPLICIT !Like a lot+

IMPLICIT

Emotionally!unengaged

IMPLICIT

Emotionally!engaged

EXPLICIT

Dislike

EXPLICIT !Like a lot+

Re-work?

Second Looks

Dark Horses

Sure bets

Sample of BBC shows researched

@BBCWPress

RESEARCH WORLD

DATA WORLD

RESEARCH WORLD SHOULD LEARN A LOT FROM DATA WORLD

@BBCWPress

RESEARCH WORLD

DATA WORLD

RESEARCH WORLD SHOULD LEARN A LOT FROM DATA WORLD !

Hundreds of signals: Massive collection of online piracy and engagement

+

Cutting edge data science: machine learning and artificial intelligence

=

One single ‘demand’ number per country

Is There Still a Role for Judgment in Decision-Making? 07 AUG 2013

Is good old-fashioned intuition out of date?

May 11, 1997. Gary Kasparov beaten by IBM’s ‘Deep Blue’… COMPUTING IS TAKING OVER

@BBCWPress

Gary Kasparov last year :

1. PARTNER WITH DATA:“… Teams of human plus machines dominated !

even the strongest computers … Human strategic guidance combined with !

the tactical acuity of a computer was overwhelming …”

!

Gary Kasparov last year :

1. PARTNER WITH DATA:“… Teams of human plus machines dominated !

even the strongest computers … Human strategic guidance combined with !

the tactical acuity of a computer was overwhelming …”

2. PARTNER WELL WITH DATA:“… a weak human + computer + better process !

was superior to a strong computer alone !and, more remarkably, !

superior to a strong human + computer + inferior process …”!

RESEARCH IS CORE

LEARN FROM DATA WORLD

(AND TEACH DATA WORLD)

Thank you!

4/9/15 INSERT DOCUMENT NAME AND VERSION HERE