IIeX Amsterdam 2019 Podcast Series

IIeX Europe 2019 Conference Series – Paul Neto – Measure Protocol

Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Paul Neto, Co-Founder and CMO at Measure Protocol.

This Episode’s Sponsor:


Contact Paul Online: 





Everybody, thanks for tuning in today. We’re live at IIeX in Amsterdam. This is the first time I’ve been to this show. I’m joined today by Paul Neto, Measure Protocol. Sir, thanks very much for being on the Happy Market Research podcast.


Thanks for having me. It’s good to be here.


We are early on day one. What do you think about the show so far?


For one, it’s a great venue and the talks are looking to be pretty interesting. It’s a great lineup for today here.


We’ve had four talks so far, is that right? Have you been able to hear any of them yet?


Yes, I sat in on one this morning. Both talking with Lacoste on how they’re introducing these agile methods into the research processes.


Useful stuff?


Yes, very good stuff.


Has it been pretty good for networking?


Yes, I heard it’s about 650 people here, and it’s with a great venue. It’s very social and very adapt for socializing.


It’s been really good. Are you going to the research club event this evening?


Yes, I think it’s one that can’t be missed.


(Laughs.) We were out till 1:00 a.m. yesterday, or I guess this morning, technically. Which was all by accident, I was just with our MD here in Europe. Anyways, I wish I would have slept a little more but that is what it is.


Yes, that’s what these conferences are like.


My late grandmother had a saying, “If I lay down too long, they’ll start throwing dirt on me.” (Laughs.)


I’m probably the only person here who can say this is his first time in Amsterdam. I’ve come through the airport many times but first time spending some time in the city.


Mine as well by the way. I’d never been to Amsterdam.


We’re in the same club.


What a city?


Yes, beautiful. Just beautiful.


Tell us a little about Measure Protocol.


Sure, I guess a place to start is just this past June we actually won the IIeX innovation startup competition in Atlanta.


Which is huge! Congratulations. I was there, a part of that whole thing.


It’s set forth some pretty good momentum. We are a blockchain based startup where we’re using blockchain and some interesting cryptography to build a data marketplace where you can buy and exchange data which includes participating in survey-based research and passive data. Really, using some of the blockchain attributes help build what we call, “A marketplace of trust.”


I like that, “Marketplace of trust.” Talk to me a little bit more about the trust angle as it relates to a blockchain.


We get trust from a few things, one is the fact that it’s decentralized nobody owns it, you can’t change it. Also that it’s transparent by nature. Across numerous industries their using these technologies to provide transparency into things like senile supply chains. We believe that transparency is one of the key components in building trust. Within the research industry, I think there’s a number of mechanics we can take advantage of and use this to build this trusted marketplace.


Last year was huge with respect to blockchain being the new AI or whatever you want to call it, the trend. Tell me how the spaces evolved in the last 12 months since I saw you last in Atlanta.


It’s been an interesting 12 months. The best way I would describe it is it’s gone through a cycle of maturity. There was a lot of height. There was a lot of talk around cryptocurrencies, and there’s also been, “What’s happened with the bitcoins and everything?” What we’re really trying to see is outside of just these white papers being published and these tokens being released, we’re starting to see a lot of legitimate businesses that are founded on basic business models. Really looking at maturity and starting to look at some real implementations. We’ve really taken that approach of, “Let’s take a core business problem and use blockchain as one of the tools to help accomplish it.”


You have customers?


Yes, we’ve spent almost the last year doing development and actually this week we’re launching a pilot program with a number of brands and research agencies. We’re on the cusp of commercial release.


Paul, if someone wants to get in contact with you how would they do that?


Best place is contact me directly at paul@measureprotocol.com or hit us on our website at measureprotocol.com.


Paul, thanks very much for being the Happy Market Research podcast and I hope you have a great time in Amsterdam.


Great, thanks.