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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
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?
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)
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)
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?
How	data	science	is	revolu1onising	market	research	careers	
Tyrone	O’Neill,	Displayr	
Festival of
#NewMR 2017
	
	
Disrup1on	1:	
Self-service	data	collec1on
How	data	science	is	revolu1onising	market	research	careers	
Tyrone	O’Neill,	Displayr	
Festival of
#NewMR 2017
	
	
Disrup1on	2:	
Self-service	analysis	and	repor1ng
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
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.
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.
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:
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
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

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