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#MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

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-David Rothschild, Economist, Microsoft Research For over 75 years survey research has been relatively static; ask a random sample from a representative group of users or a focus group what they would do and report the result. In this session, David Rothschild (Economist, MSR - NYC) will demonstrate how survey research can be more efficient for creating both a snapshot of the present and forecasts of the future, with new questions and accompanying methodology that can utilize more cost effective non-representative samples. The resulting snapshots and forecasts are not only more accurate than standard methods, but more timely and granular, relevant for the stakeholders, and more cost effective. Combined with a nascent growth in our ability to harness social media other new data sources, David will help explain the transformation of market research that will happen next few years.
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Indicators and Forecasts David Rothschild, PhD August 1, 2013
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Page 1: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Indicators and Forecasts

David Rothschild, PhD

August 1, 2013

Page 2: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Mean Absolute Error: 2.78

Median Absolute Error: 2.14 Feb 16, 2012

Page 3: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Data

• Fundamental (politics): past

election results, incumbency,

presidential approval ratings,

economic indicators,

ideological indicators,

biographical information

• Social media: Twitter,

Facebook

• Other online: search,

page-views, comments

• Polls

• Prediction Markets

• Experts

Passive Data Active Data

Page 4: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Why do we create

Indictors &

Forecasts?

Page 5: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Why Forecasting: Efficiency

Business Efficiency:

Election Spending: $6 billion in 2012

Similar Methods and Uses:

political economy, marketing,

economic indicators, finance, public

policy, business outcomes, etc.,

Page 6: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Why Forecasting: Research

How/Why:

Not just the outcome, but how/why

the outcome ultimately occurs.

Page 7: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Why Forecasting: Necessary

Technology:

Methods almost unchanged for 75+

years, but will be totally different in

5-10 years

Old technology is getting more

expensive

New technology is getting more

efficient

Page 8: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

What is the Goal?

Page 9: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Gather information analyze it, and

aggregate that information into

indicators of upcoming events.

Relevant

Timely

Accurate

Economically Efficient

Raw Data -> Indicators

Page 10: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Relevant?

Page 11: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Relevant? (Oct 28)

Page 12: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Relevant? (Oct 28)

Page 13: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Obama expected

to get 51% of vote.

Relevant? (Oct 28)

Page 14: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Obama 80% likely

to win

Electoral College.

Relevant? (Oct 28)

Page 15: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Relevant? (Oct 28)

Romney up

by 4 in latest

Gallup poll

of likely

voters

Obama 80%

likely to win

Electoral

College

Page 16: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Why I do not care about

economic indicator

forecasts

released the night before.

Timely?

Page 17: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Efficiency

Early: more resources left to allocate

Often: always updated

Research

Early: capture more of campaign

Often: granular

Timely?

Page 18: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Accurate?

Supporting Actress Nate Silver David Rothschild

Anne Hathaway 67.1% 99.5%

Sally Field 13.4% 0.4%

Helen Hunt 11.1% 0.1%

Amy Adams 8.4% 0.0%

Jacki Weaver 0.0% 0.0%

Supporting Actor Nate Silver David Rothschild

Tommy Lee Jones 35.4% 44.1%

Christoph Waltz 23.8% 40.4%

Robert De Niro 6.4% 13.6%

Philip Seymour Hoffman 24.1% 1.5%

Alan Arkin 10.3% 0.4%

Page 19: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Error

Calibration

Out-of-sample

Accurate?

Page 20: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Cost Effective?

Original Screenplay Nate Silver David Rothschild

Django Unchained 52.0%

Zero Dark Thirty 27.4%

Amour 20.2%

Moonrise Kingdom 0.4%

Flight 0.0%

Sound Mixing Nate Silver David Rothschild

Les Miserables 97.4%

Skyfall 1.5%

Life of Pi 0.6%

Argo 0.3%

Lincoln 0.2%

Page 21: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

New Questions

New Answers

Cost Effective?

Page 22: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Data

Page 23: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Data

• Fundamental (politics): past

election results, incumbency,

presidential approval ratings,

economic indicators,

ideological indicators,

biographical information

• Social media: Twitter,

Facebook

• Other online: search,

page-views, comments

• Polls

• Prediction Markets

• Experts

Passive Data Active Data

Page 24: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Fundamental Data

Page 25: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Polling &

Prediction Markets

Page 26: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

GOP Primary

Page 27: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Three 2012 Debates

Page 28: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Social Media Data

Page 29: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research
Page 30: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Social Media Data

Page 31: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Social Media Data

Page 32: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Next Generation

Polling and

Prediction Games

Page 33: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Next Generation

Non-Random / Non-Representative Users

Incentivize self-selected users w/ high info

New questions (graphical interfaces)

New aggregation methods/market makers

Incentive structures for truthful

participation

Accurate for new answers and domains

New types of questions: relevant & timely

New domains: cost effective

Page 34: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Xbox Daily Poll

Between 3 and 5 questions rotated on a

daily basis.

Over 350k answered at least once,

providing demos.

Over 750k polls taken in total.

30k+ completed 5 or more polls.

10k+ completed 10 or more polls.

5k+ completed 15 or more polls.

Page 35: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Predicting the winner of a state’s electoral college

Both correct

217 races

(63%)

Both wrong

45 races (13%)

Intent correct

20 races (24%)

Expectations

correct

63 races

(76%)

Disagree

83 races

(24%)

All Races Where the

methods disagree

Voter Intentions: in 239 / 345 races = 69%

Voter Expectation: in 279 / 345 races = 81%

Difference in proportion: in proportions: z=3.52***

Page 36: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research
Page 37: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Full Distributions

Page 38: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Switches by Prior Support

Page 39: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Overall Shift

Shift in Likelihood

of Taking Poll/Vote

(65%) Other to

Romney

(75%)

Obama to

Romney

(25%)

Shift in Support

(35%)

Total Shift Shift in Support

Page 40: #MITXData "The Impending Transformation of Market Research" presented by Microsoft Research

Real-Time Polling


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