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.
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: