Changing Client Needs Driving New Research Technologies

Marshall ToplanskyCEO, Core Strategies

President, WiseWindowFebruary 11, 2010

Are you ready for unprecedented change?

Are you ready for the influx of fresh air, new ideas and refined methods in market research?

Do you see the change as a problem or an opportunity?

Is your ability to leverage advancing technology as strong as you think?

Is your perception of how well you address your clients’ changing needs, accurate?

It’s time to take a hard look at your business.

Past Current Future

Are you in touch with your client’s changing business environment?

How vulnerable is your credibility?

Online Test Mkt.:2 day set up

2 day responseCost: $0

N= 100,000’s

Simple Online Opinion Search:

No set upInstant response

Cost: $3K/yr.N= millions

Traditional Approach New Approach

Does traditional research really support speed, flexibility & cost savings?

Internet Panel Survey: 2 weeks for simple answer

Cost: $15K - $30K n=400

Qualitative: 6 weeks for simple answer

Cost: $30K - $80K n=80

How will you continue to add value?

Cha

nges

in T

ech

nolo

gy

1980s1946 1950s 1960s 1970s 1990s 2000s 2005 2010’s

Modern demography

is born

Demographics and socioeconomics used to segment

markets

Psychographics take hold

Geo-demographic s give new meaning to

target market

Transactional data and bar code scanners add new layer to data

Web analysis tools track

Internet usage

Fledgling neuromarketing

attempts and ethnography

emerge

RFID mass behavior

observationAdvanced

pattern recognition

catalogs mass

opinion

Changes in Research Methodology

Cheaper f-MRI’s

standardize brain patterns

What changes have occurred?

Society and Economy

Faster, Smaller, Stronger

More Integrated

More Interactive

and Intelligent

Produce Things

Generate Information

Deliver Continuous Experience

Information Age

Relationship Age Custom

er

Industrial

Age

Pro

duct Proximity to Customer

Tec

hnol

ogy

What changes lie ahead?

What are key new technologies?Emerging technologies:

Pattern recognition Mass opinion analysis

“Semantic” web

Experience leveraging Functional MRI

Thought-to-speech/text

RFID

Two-way engagement

Cultural adaptation Translation engines

Internet-based TV

Pattern RecognitionMore sophisticated computers and software are driving new insights.

Lies at the heart of “Relationship Age” business model

Connects otherwise unrelated data and opinion

Makes sense out of mass observation

Pattern RecognitionExample: Mass Opinion Business Intelligence

Offers new capability to assess competitive position based on mass opinion

Augments traditional tracker surveys by addingunprompted opinion, automatic subjectclassification and share of opinion

Tracks where opinions are coming fromand who most often socializes opinion

P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13Topic 1 11.4% 17.2% 15.9% 17.3% 16.2% 10.9% 17.1% 14.3% 8.8% 15.7% 8.8% 11.0% 16.6%Topic 2 12.8% 10.5% 18.1% 14.1% 16.0% 10.9% 16.6% 15.2% 8.8% 9.3% 12.9% 14.9% 12.5%Topic 3 8.3% 20.7% 11.6% 17.2% 20.0% 12.2% 18.4% 7.8% 10.3% 12.5% 8.8% 13.2% 21.0%Topic 4 10.5% 11.5% 13.7% 16.2% 10.7% 10.3% 8.8% 13.5% 12.1% 16.9% 12.6% 16.0% 23.5%Topic 5 12.6% 19.9% 10.9% 20.2% 17.9% 9.2% 14.5% 15.5% 13.5% 12.8% 13.3% 10.5% 18.1%All Other 44.3% 20.3% 29.7% 14.9% 19.2% 46.4% 24.7% 33.6% 46.6% 32.8% 43.6% 34.2% 8.4%

█ Topic 1 █ Topic 2 █ Topic 3 █ Topic 4 █ Topic 5

Shareof Opinion Trends, Influenza - Jan 2009 thruJan 2010

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Share of Total Opinions(Past 13 Periods)

Top 5 Topics' Share of Total Opinions

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Share of OpinionFor Top 5 Topics(Past 13 Periods)█ Share of Positive █ Share of Negative

Page 1 of 6

█ Share of Positive █ Share of Negative █ Share of Total

Share of All Other Opinions (+,-and Total Pctg.)

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Total Volume of OpinionThis Year (000's)

Brand 1 2 3 4 5

Sample Mass Opinion BI Share of Opinion

Report

Experience MeasurementExperience = Real-time, Two-Way Engagement

Essence of relationship

Shared experience is key to experience marketing

Emerging technologies include: Functional MRI

How experiencing somethingaffects the brain

Sense/emotion activation

RFID (radio-frequency identification) Real –time product evaluation,

purchase and usage

Instant sharing technologies Multimedia

Quick identification of “kindred spirits”

Ad hoc community building

Experience Measurement

Expectation Interaction Experience Relationship=+

Gaming Formula:

Opportunity to triumph over adversity

Chance to explore world within – easy fun

Desire to alter one’s mental or emotional state

Need for social interaction

Implication: Translating a similar experience formula could transform your product/service popularity

Cultural Adaptation

Today’s Solution: Text-to-text translation engines (i.e. Google,

Language Weaver)

Today’s Challenge: Cultural metaphor and context is missing

New translation technology not yet powerful enough to substitute for manual translation

Global market opportunities are yet to be realized

Tomorrow’s Innovation: Rules-Based Natural Language Processing

Internet Television (i.e. YouTube, providing greater accessibility to “universal” culture)

International partners and co-development

Demand for cross-cultural research tools is driven by the global economy.

How To Get There:

Intelligence not just “insight”

Technology clients cannot get themselves

What will increase my future client value?

Marshall Toplansky Contact Info:

Marshall@wisewindow.com

www.wisewindow.com

+1.949.856.9155 x 6

Thank you