How Does Traditional Market Research Integrate Blockchain

Next, we will focus on some of the most common problems in the traditional market research industry. Since the birth of the Internet, there has been no innovative standard practice in the traditional market research industry.

Problem: low quality users. Unconfirmed false data. The traditional panel only allows users to register and select demographic information. We call it personal data value (age, gender, income level, number of children, pet owner, etc.). IP address detection is the basis for deciding whether to allow consumers to participate in the survey. In some cases, a method called "river sampling" is used to conduct real-time surveys of respondents. In this method, anyone who visits the survey link will begin to be screened for demographic questions and enter the relevant surveys (if available). This will lead to a poor user experience, which we will discuss in another article on this blog.

Solution: verify the blockchain account. The submitted value is assigned to the install blockchain account as a hash value after verification. The insights network blockchain authentication account is assigned a hash value, allowing the account to participate in the smart contract. The identity is verified by a third-party authentication partner, and the value of the profile is submitted as an unexplained hash value, so it is impossible to know what value is assigned to each user. We use our patent application zero knowledge proof authentication scheme as a filter to ensure that authentication partners cannot track the documents they are validating. The technology we are applying for patent will be published and disclosed in detail before the end of 2019. Next, you will see the account verification record that occurs in real time and recorded on the blockchain. In this example, the account "fbtiezh3sty4" has received the authentication credentials assigned to its account and submitted to the install blockchain as "commit".

Install blockchain record of the validated profile value submitted to the blockchain account

Problem: poor user experience. When conducting the survey on the traditional market research platform, a method called "river sampling" is adopted to conduct real-time survey on the respondents. In this method, anyone who visits the link will begin to be screened for demographic questions and guided to the relevant survey (if any). This leads to a bad user experience, and users constantly jump out of the survey in the process of accepting the survey. This is a waste of investigators' time and creates great frustration among the team members, resulting in a low retention rate of the team. For example, a requester can set a condition that only men aged 30-40 who drive a white car, own a dog and have mortgage debt are eligible to participate in the survey. Instead of predetermining these values before service users, they ask them when investigators conduct surveys. Some surveys may take 45 minutes to complete. Imagine that you spent 25 minutes completing a survey, but when they asked you if you had a pet and you said no, you were rejected. What would you think. This happened to most respondents.

Solution: determine the "match" in advance before providing users with investigation opportunities. Through the smart contract on the install blockchain, you can find the value of the blockchain account submitted to each user and the local storage of the encryption profile value on the user's device. Every time a survey opportunity is created and funded, it enters the insights network data exchange smart contract. The contract then polls each device connected to the network for a device that matches the requested survey. The same selection criteria as traditional market research products can be set by the requester, but it does not allow anyone on the local IP address to access the survey - just to pop up unqualified participants afterwards - the smart contract searches for active devices on the network and only shows the survey opportunities to providers who meet the exact criteria specified by the requester. We use the so-called disconnection circuit to calculate the encryption profile value of each user to determine the "match". During the matching process, encrypted data polled for eligible demographic data will never be decrypted - giving users complete control over the visibility of their data. Here is how to record a match on the blockchain:

Complete the "matched" install blockchain record

Once a match is determined, the provider can see an investigation opportunity. Users can view the compensation provided for completing the survey, the personal data requested and the submitted data, and agree when exchanging personal data and responding to the survey. The submitted answer cannot be represented by a hash value.

Install blockchain record for data exchange

Question: can you really believe these data? Most panel companies that complete the brand survey sample provide data sets to brands in an opaque situation. Previously, the industry has been plagued by the sharing of personally identifiable information (also known as "PII"). However, with the introduction of the general data protection regulation (gdpr) by the European Union (EU), this system has undergone major adjustments. It is illegal to collect consumers' personal identity information and sell it to a third party without consumers' consent. If the PII of consumers cannot be shared, it is more difficult to provide accurate information about the surveyed users. Nevertheless, most online panel companies have completely unauthenticated user databases, and trust in people is the only determinant of data quality.

Solution: the blockchain can verify the transaction ID. When running an example on the insights network, the blockchain transaction ID is associated with each respondent. This creates audit trails that are not available in the current market research industry. There is now a clear record of team members' submissions and the relevant summary values of each team member. In addition to transparency, these transaction IDS can also be used as your consent records, that is, the consumers you investigate and exchange data agree to the data exchange you pay for them. Some gdpr laws require applicants to keep records of subjects' consent. Using the insights network, this feature is built-in to the end-to-end experience.

The following is a screenshot of the data export of a survey recently launched by insight networ. As the requester, this is the data you paid and the data you received. As an additional feature, insights network uses one-time pad encryption for all data you purchase. This means that insights network cannot pry into the data set you pay as a requester. After you export the data, this is the only time you can export the data.

Results of a survey sponsored by insights network on the popular cryptocurrency chainlink

Problem: slow invoicing and long revenue turnover time. At present, the invoicing time of the market research industry needs at least 60-90 days, and a brand can pay the expenses of researchers. This means that team members also have to wait for their bonus. The core reason is the lack of high-quality data and deceptive survey responses that need to be evaluated and filtered from the final data set. This may take several weeks for the brand to comb through the data and determine which data sets are available and which are false. This is a particularly painful experience for group companies because they are waiting for feedback from the brand. Basically, the brand tells them how much they will get from the data set provided by group members.

Solution: early data verification and smart contract payment data exchange. As mentioned in this article, the verification of profile values, matching on blockchain and smart contract governance create a more efficient and high-quality end-to-end experience. The last thing to record is the payment scheme. Because surveys can be provided to pre-determined, pre validated audiences, payments occur immediately and are subject to smart contracts. Install cryptocurrency provides funds for the smart contract according to the budget determined by the requester, and pays the provider with blockchain transaction immediately after the provider submits and agrees to the data exchange. The following is the transaction ID of the data exchange smart contract paid to the provider who completed and agreed to exchange in the network.

Blockchain transaction ID of payment data exchange

Cryptocurrency payments on the blockchain and install blockchain are borderless and can be sent to anyone around the world within 1 second. It also opens up access to emerging markets that were previously inaccessible due to the collapse of their banking systems.

Development prospect

At present, we are running the survey sample on the install blockchain network as the first use case of insights network. This technology has unlimited scalability, can safely verify data, and communicate privately on the network in a transparent record, such as sending bitcoin payment to friends. Some future use cases we are dealing with include releasing previously unavailable data exchange / sharing opportunities, such as nuclear power plant data exchange, PII involving Enterprise Market Research (Q4) using secret state data prediction, and simpler use cases, such as receipt data exchange and micro customer experience survey. The most beautiful aspect of blockchain technology is the global cooperation opportunities it provides.

Source: blocknet