This document provides a summary of Ray Poynter's "State of the MR Nation" webinar from March 1, 2019. It discusses how market research is growing and changing, with new types of research like online, social media, and web analytics growing faster than traditional research. The people in the industry are also changing, with more centralization in North America and a decline in Europe's share. Online prices for market research continue to fall globally. The webinar also covered emerging technologies like AI and automation, client concerns around reporting and the value of insights, and predictions for the future of the industry including continued mergers and acquisitions.

1. ‘State of the MR Nation’
2019
Webinar, 1 March 2019
10 am UK Time
Festival of #NewMR
2019
Presentation copyright, the presenters and NewMR. Please credit when using.
Ray Poynter
NewMR

2. Research is Growing & Changing
38 38 40 40 42
24 27 29 31 35
2013 2014 2015 2016 2017
Traditionally Defined Research New Research
New Research = IT & Telecoms, Online, Social Media, Web Analytics and others
$62 Billion $65 Billion
$68 Billion $72 Billion
$76 Billion
(39%)
(46%)
ESOMAR GMR 2018, US$ Billions.

3. The People are Changing Too
3

4. North
America
44%
Europe
37%
Asia Pacific
13%
Latin
America
4%
Africa
1%
Middle East
1%
In $ Terms, MR Centralised
(37%)
(Red= 2013)
(40%)
(16%)
(5%)
(1%) (1%)
ESMAR GMR 2018

5. Online Prices Keep Falling
0
5
10
15
20
25
30
2010 2012 2014 2016 2018
Median Price USA $ 000s
Simple U&A, N=500, No analysis/presentation
Online
KM
Online
Key Markets
USA
UK
Germany
France
Japan

6. Countries Differ
The most expensive country (Switzerland) is
more than 6 times as expensive as the least
expensive (Egypt)
But the gap between the top and bottom has
narrowed, again suggesting a trend to a global,
standardised world
• 2016 ratio 10 : 1
• 2018 ratio 6 : 1

7. Free Data Does Not Always Equal
Inexpensive Research
• $10K SM Data Only
• $15K
SM Data &
Presentation
• $21K
SM Data and
Analytics
• $8K
• $9K in Key Markets Simple U&A

8. GRIT – 7 key takeaways
8
1) Three As are Key – Agile, Automation, and AI
2) The Most Important Emerging Technologies are not
Very New
3) The Value of Qualitative Research is Strong
4) Clients Main Concerns Relate to the Reporting of
Research – and the Value/Cost Equation
5) Suppliers are Focusing on the Wrong Thing! – the
quality of the insight does not frame the solution
6) Scalability is Key
7) Optimism is Widespread, But I Suspect Mistaken

9. Acquisitions, Mergers, Busts & Wobbles
• Canadian MRIA closed after 60 years
• Kantar’s Digitab closes
• Cambridge Analytica bankrupt
• SAP buys Qualtrics for $8 Billion - ???
• Ipsos buys GfK’s ad hoc research
• Kantar post Martin Sorrel?
• Nielsen sale?
• Dynata launch, buying Reimagine
9

10. Acquisitions, Mergers, Busts & Wobbles
• ‘Full-stack MR companies’*
– Software, analytics, data, surveys, consulting
• Fewer big clients
• Shift in negotiating power to buyers
• Bad debts and cancelled contracts
• Plus economic worries for 2019
10
* See Lenny Murphy’s articles

11. Reimagining the Insights Function
Vanessa Oshima
CMO Starbucks
Corporate Market
Intelligence Division
Nissan Motor Co., Ltd.

12. The Challenges
12
The Business
Insights
MR
Salesforce
SAP/
Qualtrics
DIY
Social
Media
Facebook,
Google
Zappi

13. Client Satisfaction - GRIT
Ray Poynter, The Future Place, 2018 13

14. Agile – an important term in MR
Agile in
Market
Research
Agile in
Software
Development
The software
is the project
Market
Research aids
the Project

15. Agile in MR is …
Nimble – able to respond to requests quickly
– Small companies (including qual)
– Standardized offerings
– Automated offerings (plus DIY)
Flexible – able to change to meet client needs
– Devolved decision making – execs can vary the offer/
execution
Test, learn, re-test – allows client to be agile
– Standardized, automated and often DIY
A useful buzzword J

16. GRIT’s Game Changers
0
10
20
30
40
50
60
70
80
90
2017 2018
Storytelling and DataViz
Big Data
Automation
AI
VR/AR
Marketplaces (talent, sample etc)
Attribution Analytics + Single Source
Blockchain
GRIT Q4 2018
Top 2 Boxes in picking ‘Game Changers’

17. The Rise in Automation
GreenBook GRIT Q1 2018
Tasks being automated Use + Pilot 2018
Analysis of text data 52%
Analysis of survey data 51%
Charting and infographics 51%
Analysis of social media 44%
Survey design 38%
Analysis other sources 38%
Project design 37%
Analysis of image & video data 35%
Sampling 34%
Integration with larger frameworks 31%
Report writing 30%

18. Inside MR, What is AI?
11
6
8
16
16
18
45
46
55
60
66
None of these
Survey dashboards
Cluster analysis
Quantitative semiotics
Webscraping tools
Adaptive conjoint interviews
Automated transcription of video
Text analytic software
Automated sentiment analysis
Automated facial coding
Chatbots
% Saying Yes, An Example Of AI
Report by Rosie Ayoub
and Ray Poynter,
Autumn 2018

19. Chatbots
Close to the scores for
Siri and Alexa

20. Consulting With
Leaders in the Field
Plus several who wanted to remain anonymous

21. So what are people doing?
Actually lots of things which people used to do…
• Sentiment & Topic detection (lots of this)
• Coding / tagging open ends
• Video analysis, object recognition, facial recognition
(so quite a bit of machine vision)
• Speech to text
• Translations
• Fraud detection
…Right through to mimicking human conversation and
having the bot become the interviewer on the fly!

22. Don’t Fixate on What is
and Isn’t AI
• It should be adaptive/conditional
• It should look ‘clever’ until you examine the
mechanics
– like magic looks clever until you know the secrets
• Focus on the benefits e.g. speed and cost, or
doing something not otherwise possible (scale or
complexity)
• Assess what the human role is
– And its implications for cost, reliability, speed etc.

23. Predictions
1. It’s the economy stupid
2. Mergers, acquisitions, sales, & closures
3. Automation and especially platforms
4. Video stuff
5. Chatbots
6. Artificial Intelligence
7. Myth busting (e.g. some neuro)
8. Campaign for Real Qual
9. The demand for curation
10. The battle for evidence, privacy, security and ethics
11. Clients-side insights re-structuring

24. Thank You
Festival of #NewMR
2019
State of the
Nation MR
& Insights
Workshops
Recent
Berlin
London
Booked
London
Brussels
Paris
Macau
Hong Kong
And Online

25. Wale Omiyale, Confirmit
Festival of #NewMR
2019
“Obtaining and maintaining a holistic view of the market environment is extremely important to us at
Confirmit, and as a result ensuring that we educate ourselves on the state of the market is vital in
determining our approach to the market as the research industry evolves and changes. This holistic
approach often means we need an external view point that may often be different to our view point, or
one that perhaps reinforces some of our existing viewpoints. The “State of the Nation” workshops that
Ray Poynter has run for us provides an excellent opportunity for all stakeholders within the business to
come together and firstly learn more about the market place outside the walls of our business and at the
same time understand how their specific functions within our business can impact on business
performance, market perception and brand awareness throughout the industry. The workshop is
attended by wide cross-section of stakeholders across the business – product strategy, Account
Management, Customer Success, Business Development, support and services, R&D as well as our
Executive Management team. This ensures that the entire organisation has a common and clear picture
of the State of the Market Research industry, which in turn has and is helping us to devise a common
strategy to exploit market opportunities and solve industry challenges. The feedback from the workshop
Ray has run has been tremendously positive over the last 2 years and we are signed up to continue with
these workshops out into the future”.

26. Q & A
Festival of #NewMR
2019
Presentation copyright, the presenters and NewMR. Please credit when using.
Ray Poynter
NewMR
Sue York
NewMR

27. Festival of #NewMR
2019
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