Chairman, Quality Online Research Pty Ltd / CEO, Australia Online Research / Chairman, Research Panel.
Brian has extensive international experience in market research, with specific emphasis on internet and advertising research. His previous positions include General Manager of Audience Studies Australia; Director of Research and Planning at J. Walter Thompson Canada; Vice President of Attitude and Behaviour Measurement in Canada, as well as an executive with Ogilvy & Mather and Market Research Africa in South Africa.
Brian is currently a fellow of the Australian Market Research Society and QPMR accredited, an Honorary Life Fellow of the International Marketing Institute of Australia, a full member of ESOMAR, and for the past 7 years the Australian representative of ESOMAR; former president of the Council of Marketing Services Associations and Research Associations; former national chairman of the Market Research Society of Australia for four years and chairman of its NSW Division for two years, and Past President of AMSRO and currently on its committee, responsible for Quality Standards.
Brian has also been an Adjunct Professor in the Business School for the past 7 years and has served, for over a decade, on the advisory panel for bachelor of business degrees at the University of Technology of Sydney. He has presented the Occasional address to graduating Business students at the UTS in both 2005 and 2007. Mr. Fine is a speaker and lecturer at numerous conferences, seminars and graduate schools. His paper on Internet research was published in the American Marketing Association book, “Marketing Research: State-of-the-Art Perspectives.”
The world is advancing technology at an alarming pace and the need for speed, depth, reduced costs and self-learning abounds. MR is taking longer and longer when compared to the client’s internal analytics teams. It is not uncommon for larger clients to have over 100 data scientists crunching away on databases and modelling client interactions in Australia alone. Coupled with human analysts are an increasing incidence of AI algorithms which really speed analytics up. There is a bit of a way to go in terms of closing the loop of what MR offers and what transaction analytics offer, but that gap is closing fast!
An effective analytics team today can tell us more about a digital campaign and which segment bought at a particular price, the demographics, the quantity, payment method, next-best-action and repeat purchase propensity instantly i.e., on-the-fly. No groups, no research, just facts hard and fast! This alone should be a worrying issue for MR. We’ve seen the advent of technology hit the MR shores by way of online data collection and advanced analytics in the form of machine learning. AI, which is basically machines doing things that one would consider smart, now takes center stage and as an industry we need to be up to date! This paper uncovers four very important and critical areas of big data and AI that as an industry we need to urgently address.
Many online data suppliers though do not fully understand the issue of data quality. Factors that affect data quality such as memory decay, respondent inability to articulate, sensitivity bias and fraud go largely undetected. In addition, economic constraints do not often allow for the deletion of sample based on problematic observations evidenced in response sequencing as one example. This paper presents a solution to the ever-growing problem of data quality and discusses the following: