This time, it will not be the AI winters we saw in the 1970s and 1990s, but a human winter, where the very relevance of human effort is being called into question. There is an irony inherent in this- developments in AI started to gain a strong momentum when an approach, modelled on the workings of the human brain, was adopted. This is now expected to make us obsolete! Further, as the discourse about the need for us to change and adapt to the new reality continues to gain momentum, I want to make the case that it is not so much by changing, but by staying true to what makes us human, that we will ride the AI wave; in fact, the success or failure of AI will depend on how human we remain.
Debuted at the ESOMAR Insights Festival 2020, our Brands Connect series continues with its next episode exploring with insights leaders working within brands and research using organizations the opportunities and challenges they see for their organizations and their talent pools.These inspiring conversations cover a lot of ground despite their bite-sized formats and offer a real opportunity for the community to gain insights into the emerging trending topics of our time. A can't-miss rendez-vous to connect that's sure to leave you inspired and fully fed with insights!In this episode, Mars Wrigley's Senior Director of Foresight, Innovation & Growth Insights, Michelle Gansle interviews ESPN's Vice President Research and Insights Renata Policicio as they discuss the headline topic: The Future of Storytelling.
The motto 'the customer is always right' is a phrase pioneered by Harry GordonSelfridge, John Wanamaker and Marshall Field in the early 1900's. These men weresuccessful retailers who learned early in their careers that the success of their storesdepended on the happiness of their customers, and so the slogan has long beenregarded as the cornerstone of customer-centricity.More importantly, a happy customer continues to 'buy', and thus we must recognise thatit is the customers who drive innovation, change and evolution, as otherwise they wouldmove their spend and their budgets to other suppliers, or indeed, other sectors. This is astrue for Insights and Analytics as it is for Financial Services, FMCG or Healthcare.In a profession such as ours which has strong roots in science, rigour and ethics,the growing demand for speed, instant feedback, and digital solutions that we havewitnessed in recent years, has often relegated a more fundamental understanding of howour clients work and business needs are changing to a secondary importance; instead,the emphasis has tended to be on the 'now' and securing the budget available, not the'future' and how their needs may be evolving.Recognising the fundamentally important role that brand-owners play in determiningthe shape and structure of our profession, this study is the first in what we hope willbecome an annual monitor establishes a first benchmark of how insights are viewedand commissioned within brand-owning organisations, and the key criteria applied towhat is considered 'good' and 'successful' research.
A year into the COVID-19 crisis, understanding fixtures impact in real stores is as relevant as ever, especially in countries like France where store experience remains key in the path of purchase. However, research in stores has been significantly impacted by real-life limitations. To surpass them during the crisis, both tech giants like Google and companies from countless other industries turn to Virtual store environments and online research. Join the session to learn how Google used EyeSee's virtual store capabilities for smart learnings, the process of setting up studies for validating store setups and refining messaging, and the value of measuring consumer behavior in a realistic retail setting.
A year into the COVID-19 crisis, understanding fixtures impact in real stores is as relevant as ever, especially in countries like France where store experience remains key in the path of purchase. However, research in stores has been significantly impacted by real-life limitations. To surpass them during the crisis, both tech giants like Google and companies from countless other industries turn to Virtual store environments and online research. Join the session to learn how Google used EyeSee's virtual store capabilities for smart learnings, the process of setting up studies for validating store setups and refining messaging, and the value of measuring consumer behavior in a realistic retail setting.
In order to succeed in the NEW normal, the insights industry need to embrace an innovative approach beyond CX: Experience Driven Marketing. ESOMAR is keen to understand how this works and why it is so relevant right now!Experience Driven Marketing will help you uncover new, unexploited touchpoints to activate and minimize the negative ones, to fuel brand growth. ESOMAR joins forces with MESH Experience, the leading Agency in this field, and the giant AMAZON, to explore this.This spotlight event features:1. A pragmatic main frame to understand Experience Driven Marketing and beyond2. The presentation of the International Business Excellence GOLD Award 2020! (a case study between MESH Experience and LATAM Airlines)3. An outstanding presentation by AMAZON India4. A round table to answers all the burning questions surrounding CXBy attending this session you will explore the principles of Experience Driven Marketing including:- Take responsibility for every brand touchpoint - even those you don't control.- Measure Share of Experience (SOE), not Share of Voice (SOV).- Emotion matters and if content is king, context is queen. Use it!- How to Monetize NPS in a tool that transformed investment decisions resulting in increased revenue and churn reduction- Lessons from and innovation first UX project by Amazon India later rolled out worldwide!
The 2019 Global Market Research report reviews the size and performance of the market research industry using data collected by national research associations, leading companies, independent analysts, as well as ESOMAR representatives. The report is widely used as a point of reference for business investment plans, growth opportunities, merger and acquisition preparation, research projects, academic theses, market studies, and reports, as well as advertisements. This year's report includes the research turnover and growth data of 100 countries, world areas and regions.Check it out on ESOMAR Publications Store!
The 2020 Global Market Research report reviews the size and performance of the market research industry using data collected by national research associations, leading companies, independent analysts, as well as ESOMAR representatives. The report is widely used as a point of reference for business investment plans, growth opportunities, merger and acquisition preparation, research projects, academic theses, market studies and reports, as well as advertisements. This year's report includes the research turnover and growth data for more than 100 countries, world areas and regions with a close look at the expectations of the industry for 2020 in light of the pandemic. It also proposes a redefinition of the industry more comprehensive and more inclusive and presents the World's Top-50 largest companies and the segment they belong to.Check it out on the ESOMAR Publications Store!