dave birch aaa 2016

Experts vs Machines: Modelling expert thinking key to AI in MRX – NewMR Webinar Christophe Ovaere & Dave Birch, ZappiStore, 2016

Dave Birch CTO -‐ ZappiStore

18 August 2016

ArNficial Intelligence in MR: Expert Systems


Agenda ●  Defining tomorrow’s age of automaBon & expert systems

●  Where value is derived from market research

●  Where can efficiencies be gained

●  Opportunity for iteraBve research & expert systems

●  How far can you go with automated research?

●  What is the role of the researcher?

●  Future of truly data-‐driven decision making


“Any fool can know. The point is to understand.” ― Albert Einstein


Defining AutomaNon & Expert Systems

AutomaBon is the use of computers to control a system with minimal human input. In arNficial intelligence, an expert system is a computer system that emulates the decision-‐making ability of a human expert. Expert systems are designed to solve complex problems by reasoning about knowledge, represented as if–then rules rather than through convenBonal code. Machine learning will induce the knowledge from the experiences of if-‐then rules into the system by creaBng staBsBcal probabiliBes with a defined outcome.


Where Does AutomaNon & Expert Systems Impact

Market Research?


Changing the Game: Time and $ Erosion from Manual Processes

Time (weeks)


New Game Book: Robust Research Design Powered by AutomaNon

Time (hours)


What Can be Automated?

TabulaBon Data CollecBon Survey ScripBng

VisualisaBon Sample Recruitment

StaBsBcal Analysis


AutomaNon Unlocks IteraNve Research


Deepmind NHS 111 Service Online Credit Report

Expert Systems Impact All Professions


Expert Systems in Market Research


How Far Can You Model ExperNse?

What’s Le_ for Human Researchers?

The future of the insights profession is heading towards three disBnct pathways: consulNng, R&D and data science.


Thank You!

www.zappistore.com [email protected]


Q & A

Ray Poynter The Future Place

Dave Birch ZappiStore

dave birch aaa 2016

Education