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 in decision making and ensure its implementation at scale. I believe “the collective” will change the face of the marketing research industry.

THE HISTORY: THE DISCOVERY COMMUNICATIONS CONUNDRUM

In the lobby of Discovery Network's Silver Springs Baltimore headquarters is a stuffed Dodo bird. It is locked in a case next to their revolving door entrance, a victim of evolution.