We live in a world where Smart-devices, Mobile and Social are making entirely new data sets available to Market Researchers, data that finally builds the bridge between a consumer’s online and offline behavior. The next wave of savvy-market researchers will be those who are able to connect disparate data points to find key insights about what consumers truly need and want. Access to rich behavioral and social data for the same consumer will not eliminate the need for survey-based research, because the WHY question will always need to be answered and assumptions validated, but increased access to connected data will revolutionize and enhance the MR industry over the next decade. We’ll explore those changes and discuss the impact to the MR industry, process and to researchers themselves.

1. “The Future of Market Research In a World of Connected Data”
Justin Wheeler, VP Product
© 2016 Survey Sampling International

2. Key Consumer Trends Driving Revolution in MR
© 2016 Survey Sampling International
1. Consumers Are Radically Connected
2. Demographic & Behavioral Shifts Occurring Rapidly
3. Media Mobility
4. Peak Social
5. Peak Retail
6. Peak Accumulation

3. Consumers Are Radically Connected
© 2016 Survey Sampling International

4. Trends – Radical Connection
© 2016 Survey Sampling International

5. Receipt Upload Confirmed Visits: 1 Day
© 2016 Survey Sampling International

6. Trends – Demographic Shift Toward Gen Z
© 2016 Survey Sampling International
76
66
78
81
Population in Millions
BB Gen X Gen Y Gen Z
As of 2016, Gen Z has become the largest audience cohort (born 1996-97 to 2015)

7. Trends – Move Toward “Media In Hand”
© 2016 Survey Sampling International
58%
Gen Z
39%
Gen Y
26%
Gen X
* Source = Nielsen Total Audience Report®
% of daily media consumption hours
by Smartphone or Tablet

8. Trends – High Leverage = Less Discretionary Income
© 2016 Survey Sampling International
• Gen Z projected to enter
the job market with
nearly 4x of the debt of
BB did 40 years ago
(inflation adjusted)
• Projected to have 33%
less discretionary
income than Gen X did
during first 5 years in the
workforce
$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
Gen Z Gen Y Gen X BB
Debt on first day of first job
Avg Debt 1st Year Workers
Source: Atlanta Federal Reserve, 2015 (inflation adjusted)

9. Trends – Example Peak Retail
© 2016 Survey Sampling International
• Total US Retail B&M
Sales Down 18% from
2013 (inflation adjusted)
• US B&M Retailers Posted
collective $578MM Loss
in Q1
• $47.5 B in loans against
US Retail collateral due
in 2017, 31% non-
performing*
• 41% of Gen Z have never
purchased anything at a
shopping mall
$0
$2
$4
$6
$8
$10
$12
$14
$16
2013 2014 2105 2106
US Brick & Mortar Sales – Billions*
Malls Mass Merch Apparel
Linear (Malls) Linear (Mass Merch) Linear (Apparel)
* 2016 Projected, Source: Forbes & BISNOW.com & SSI® Note: Inflation Adjusted

10. Trends – Peak Social
© 2016 Survey Sampling International
• Gen Z = Video, Video,
Video
• Facebook is the #1 Video
Site (2x daily video views
over YouTube)
• Total FB Users Declined
by 4% YoY (2014-2015)
• Total FB Hours per
Member Declined by
14% YoY (2014-2015)0% 10% 20% 30% 40% 50% 60%
Gen Z
Gen Y
Gen X
BB
% Cohort Logging on at Least Daily
Snapchat Pinterest Twitter Instagram Facebook YouTube
Source: SSI®

11. Trends – We Are Living In A Video World
© 2016 Survey Sampling International

12. Trends – Email Dying, Are You Ready For It?
© 2016 Survey Sampling International
• Gen X Retail Marketing
relies heavily on email
• 85% of retailers report
relying heavily/somewhat
on email marketing
• Millennials less likely to
open/read emails
• As Gen Z comes of age,
email likely won’t be an
effective marketing
strategy for that cohort
0
20
40
60
80
100
120
140
160
180
200
Gen Z Gen Y Gen X BB
Emails Sent/Received Daily
Total Daily Emails
Source: eMarketer, Jan 2016

13. Trends – Positive Attitude About Real-Time Proximity Ads
© 2016 Survey Sampling International
48%
Gen Z
31%
Gen Y
22%
Gen X
* Source = SSI®
% of Cohort Identifying Proximity-
based Mobile Ads as “Helpful” vs
“Intrusive”

14. Trends – Behavior Changes
© 2016 Survey Sampling International
99%
92%
88%
78%
18%
0% 20% 40% 60% 80% 100% 120%
Written a Check
Boiled an Egg
Grilled a Steak
Walked Into a Bank
Driven a Car
“Never” Events
Gen Z Gen Y Gen X
* Source = SSI®. Gen Z = 18-22 year olds surveyed

15. Trends – Behavior Changes
© 2016 Survey Sampling International
31%
5%
66%
14%
20%
0% 10% 20% 30% 40% 50% 60% 70%
Purchase a Car
Purchase a Home
Go On a Vacation Outside the US
Have/Adopt a Child
Get/Be Married
Next 10 Years “Definitely” Events
Gen Z Gen Y Gen X
* Source = SSI®. Gen Z = 18-22 year olds surveyed

16. 5 Year Implications of These Trends
© 2016 Survey Sampling International
1. Less foot-traffic to stores, less discretionary income available
2. Retail Experience will be key to capturing and keeping customers, both
online and for brick & mortar stores
3. Email Marketing likely to decrease in effectiveness, especially among
18-25 year olds
4. More and more media hours will shift to handheld/mobile devices &
video
5. Mobile / Proximity advertising likely to increase in acceptance &
effectiveness especially among 18-25 year olds

17. Overview of Implications to Research
© 2016 Survey Sampling International
1. ~70%+ of “online” surveys will be taken on Mobile Devices by 2020
2. Avg Length of Surveys will be <10 Minutes by 2020, so more data will
have to come through behavioral rather than response
3. Deep access to data for same consumers will be vital for market
researchers to understand customers…but it is available!
4. Consumer responses will shift to images/video both for online
reviews & surveys
5. Media consumption & communication will shift to smaller screens,
shorter engagements. Video/ Vlogs vs Articles/Blogs

18. Ideal Solution – Mobile & In Context
© 2016 Survey Sampling International
Permissioned, App-based Mobile enables Location Tracking, Rich Media Responses and Device Metering

19. $10,000 Mobile Research Contest at Booth #110
© 2016 Survey Sampling International