The Collective Brain: Why Market Research Will Be Over-Run By the Software Powerhouses, and What You Can Do to Compete

This presentation defines the concept of "the collective" and through a case study, illustrates the leading companies that are implementing it, highlights the implications to research firms and offers strategies for competing in this new landscape.

The Collective Brain: Why Market Research Will Be Over-Run By the Software Powerhouses, and What You Can Do to Compete

Rex Briggs

INTRODUCTION

What is the value to a marketer of insight that isn't implemented? Zero. I therefore argue that one of the primary destroyers of marketing research value is the lack of systems to ensure implementation. And, I will illustrate how a new class of technologies is emerging that delivers “the collective” . The collective is the combination of data models, human intelligence, and software linked to decision flow. The goal of “the collective” is to generate insight, aid...

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