Self-service data collection and research tools are already transforming the research industry. However the proliferation of big data management techniques and the rise of ‘second generation’ data science tools are starting to create a new super-cell of researchers who can do everything themselves, faster. This session discusses the rise of data science as a career discipline, how this is blurring traditional distinctions in agency, consulting, and client organizations between market researchers and others who work with data such as customer analytics and AI professionals, and the potential opportunities available for those ready to adapt.

1. How data science is revolu1onising market research careers
Tyrone O’Neill, Displayr
Festival of
#NewMR 2017
How data science is
revolu1onising
market research careers
Tyrone O’Neill
CEO, Displayr

2. How data science is revolu1onising market research careers
Tyrone O’Neill, Displayr
Festival of
#NewMR 2017
What is the career outlook for market
researchers in 10+ years?
Job pos1ngs as at February 2017 (LinkedIn, US only):
Market Research: 12K
SPSS: 2K
Data Science: 5K
Sta1s1cs: 30K
Analy1cs: 61K
What do you think this profile will look like in 5 or 10 years?

3. How data science is revolu1onising market research careers
Tyrone O’Neill, Displayr
Festival of
#NewMR 2017
But aren’t market researchers very
different to data scien1sts?
Market researchers Data scien1sts
Source: Burtch Works 2016 (burtchworks.com)

4. How data science is revolu1onising market research careers
Tyrone O’Neill, Displayr
Festival of
#NewMR 2017
Quant
researcher
Or are market researchers and data
scien1sts more similar than we think?
Qual
researcher
Data
scien1st
“Data
analy1cs”
1. Computer programming.
2. Different kinds of data (mostly).
Quant (maths/stats)

5. How data science is revolu1onising market research careers
Tyrone O’Neill, Displayr
Festival of
#NewMR 2017
Is computer programming ability a
sustainable difference between quant
researchers and data scien1sts?

6. How data science is revolu1onising market research careers
Tyrone O’Neill, Displayr
Festival of
#NewMR 2017
Disrup1on 1:
Self-service data collec1on

7. How data science is revolu1onising market research careers
Tyrone O’Neill, Displayr
Festival of
#NewMR 2017
Disrup1on 2:
Self-service analysis and repor1ng

8. How data science is revolu1onising market research careers
Tyrone O’Neill, Displayr
Festival of
#NewMR 2017
“In the last two years my recruitment profile has changed considerably. I
have added two data scien1sts, a strategist, and a UX designer to a team
which previously had only market researchers. Over 1me this
diversifica1on will only increase.”
Director Market Research, large client
Survey
data
Behavioural
data
Disrup1on 3:
Deep integra1on of diverse data sets
Purchasing
Online usage
Loyalty behaviour
Mobility
Content viewing

9. How data science is revolu1onising market research careers
Tyrone O’Neill, Displayr
Festival of
#NewMR 2017
Consequence:
Disrup1on of tradi1onal DP structures
Who is looking for a career in data processing?
Implica1ons:
Ø Businesses with tradi1onal DP teams will be disadvantaged rela1ve to those
with agile delivery models which empower end-analysts and researchers.
Ø Smaller agencies are splintering off larger ones and offering a faster, more
responsive, lower-cost service for all-in-one quant (and qual) research.
Ø A highly skilled DP analyst has capabili1es in data quality assurance, data
manipula1on, and process governance. These are s1ll valuable skills. However
these analysts should consider learning programming techniques such as R or
Python, or cross-skilling in self-service analysis packages.

10. How data science is revolu1onising market research careers
Tyrone O’Neill, Displayr
Festival of
#NewMR 2017
Opportunity:
The rise of the super-quant
The Super-Quant:
Ø Can meet with clients, design research methodologies.
Ø Liaises with panel providers, uses online collec1on placorms.
Ø Leverages high-efficiency soeware to quality-check and clean
data, producing preliminary repor1ng and cross-tabs.
Ø Uses the same soeware to produce more advanced analysis,
models, and visualiza1ons.
Ø Integrates behavioral data (e.g. online or loyalty behavior).
Ø Communicates back with client or decision-maker.

11. How data science is revolu1onising market research careers
Tyrone O’Neill, Displayr
Festival of
#NewMR 2017
Adap1ng to the era of data science
1. Understand how to leverage other data types (e.g. online behavioral
or loyalty data) and integrate with survey data.
2. Understand the full range of quan1ta1ve techniques now available,
including those from AI (e.g. deep learning, advanced text analy1cs).
3. Learn to use R, or soeware which enables this.
4. Leverage the emerging new capabili1es available in data visualiza1on
(which should be subject of a talk in itself)!
Quant market researchers are extremely well placed to benefit greatly
from the career opportuni1es enabled by the growth in data science,
if they are able to adapt in four key ways:

12. How data science is revolu1onising market research careers
Tyrone O’Neill, Displayr
Festival of
#NewMR 2017
Thank You!
Contact: tyrone.oneill@displayr.com
www.qresearchsoYware.com

13. How data science is revolu1onising market research careers
Tyrone O’Neill, Displayr
Festival of
#NewMR 2017
Q & A
Tyrone O’Neill
Displayr
Andrew Jeavons
Mass Cogni1on