How to extract valuable insights from a noisy medium such as Twitter? Our approach is to use artificial intelligence to extract semantic features from the data. Once these features are extracted we can use machine learning techniques to extract valuable insights.?Our approach can be used to visualize how ideas are entangled inside a community's conversation as well as to identify the main themes in a corpus. Finally, it can be used to classify and track the evolution of specific topics in a Twitter stream. We'll provide guidelines and examples for the utilization of this methodology in a market-research context. Additionally, we introduce some applications of the proposed methodology to analyze two big 2016 social events: the U.S. presidential election and the Brexit referendum.
Mobile devices have opened up market research opportunities. Yet, the anywhere, anytime aspects of mobile data collection can affect research quality with additional distractions and loss of attentiveness. This paper supports a current multi-cell study that evaluates attentiveness and data quality on mobile devices. Data gathered will be used for improving the strategic value of in-the-moment research.
For some, evolution, or âchange,â represents a wonderful opportunity; for many others, it poses a grave challenge to the accepted norm; but for all of us, such change is now an undeniable and omnipresent element of daily life. As developments in technology, travel, media and communication enable us to bring the world closer together, faster, more regularly and more frequently, âchangeâ â ironically â becomes the constant, common denominator of life that we need to celebrate more.
This presentation explores the likelihood that advertising will travel successfully from one country to another, with a specific focus on the impact of cultural differences between Latin American countries. The ongoing hypothesis is that while Latin American cultures share common values compared to the rest of the world, they each possess distinct identities that affect the successful transfer of TV advertising from one country to the next.
Companies face a strong imperative to take their brands global. Confronted by shareholders demanding continually increasing returns, managers often look for growth in new markets abroad when their brand shares have leveled off at home. Consequently, very few global brands developed with a global audience in mind. They ventured into foreign markets with a long history of success at home, but not necessarily with the tools needed to replicate that success elsewhere. Few brand positionings have the potential to stretch without adaptation across different cultures. People's needs, values and desires still differ dramatically from one country to the next. This presentation will feature proprietary research conducted in eight countries Brazil, Russia, India, China, Mexico, UK, the U.S.A and Germany and will examine what drives loyalty to global and local brands.