Six market researchers from around the world have been set the challenge to independantly analyse 130,000 open ended comments gathered from a survey sent to 20,000 people in 10 different countries around the world, to try and uncover some of the hidden keys to happiness.The idea behind this project was to do some research away from the commercial world market research, to find out how different cultures see themselves by analysing what people say in their own words about themselves.This unique survey asked people around the world how happy they felt and then examined how they saw themselves and included questions on their lifestyle, their expectations, goals and what thought would improve their lives.The range of questions asked in this survey included:How happy are you feeling?What would improve your life right?What did you eat for dinner yesterday?What piece of advice would you pass onto the world?How would you describe yourself in 5 words?What are some of the things in life you enjoy?What are some of your long-term goals?How you think your life will look like in a years time?What would order as you last meal if you were on death row?The survey was fielded in US, Brazil, Canada, Netherlands, Italy, Portugal, France, China, India & Japan to 2,000 online nat rep respondents in each country.Find out what incites the different teams of researchers uncovered in this fun 1 hour session, where you will also learn about some of the techniques used to analyse unstructured data and what you can with multi-country open ended feedback and what are some of the challenges.Have they discovered the secrets to happiness? Well there is only one way to find out?sign up for this session on 10th November.The session is being moderated by Jon Puleston, VP Innovation for Kantar Profiles Division.
Hear how COVID-19 has impacted business strategy, ways of working, and decision making.
A look at how Ogilvy is better leveraging behavioral science & cognitive segmentation techniques to create more effective marketing communication strategies, founded on a new approach to measuring personality & cognitive thinking styles.
A look at how Ogilvy is better leveraging behavioral science & cognitive segmentation techniques to create more effective marketing communication strategies, founded on a new approach to measuring personality & cognitive thinking styles.
This interactive session takes a candid look at some of the disastrous things than can go wrong when running a research project and the things you need to know to avoid featuring in a research disaster movie of your own making.
This presentation is a practical guide to designing efficient cross cultural segmentation research in response to the growing revival of interest in this form of research from the global marketing industry. It is based upon the authors' collective experiences of conducting segmentation research for a wide range of clients around the world. A small piece of segmentation research on the topic of food and cooking was conducted by the authors to illustrate techniques, with examples provided throughout the paper.
The accuracy of polling has been under the serious spotlight over the last couple of years. This presentation will deliver some preliminary analysis from an international review of historical published polling data from 25 countries compiled by Kantar which will answer this question and also help market researcher understand better why polls don't always predict election results.
This presentation will present the result of some ground breaking primary research exploring the communication power of icons and infographics in both the gathering and communication of research data.