Driving insight into the hearts and minds of stakeholders is Coca-Cola Knowledge and Insight's biggest challenge. This presentation examines which communications create most engagement with internal audiences & provides guidelines to change insight communication for good.
Driving insight into the hearts and minds of stakeholders is Coca-Cola Knowledge and Insight's biggest challenge. This presentation examines which communications create most engagement with internal audiences & provides guidelines to change insight communication for good.
The Great Communication Experiment is a pilot project carried out by Coca-Cola with Keen as Mustard Marketing to find out how to improve internal communications for the insights team. In particular, the study looked at how to influence broader stakeholders within the business, those who are not directly involved in insight projects but who would benefit from the knowledge in their research and insights.
Driving insight into the hearts and minds of stakeholders is Coca-Cola K&I's biggest challenge. Examining which communications create most engagement with internal audiences & providing guidelines, we will change insight communication for good.
New research amongst UK and US agencies and suppliers reveals the levels of marketing spend, and the key challenges faced by MRX marketers. Lucy Davison of Keen as Mustard Marketing guides you through the new study and what it means for your insight marketing.
Take advantage of the world's leading expert in insights marketing to find out precisely what it takes to raise your profile, create a distinctive brand, tell motivating stories and get the most from your budget.
Over the last 12 months ESOMAR has been involved in a number of different research initiatives which have looked to define and quantify the future of the research industry. Join us for a short overview of the results of each of these initiatives and then join the discussion on what these results mean for the profession. Our first discussion will be on the ânext generationâ of researcher, and indeed, research company.
The old model of the research industry - selling data or information and throwing in analysis for free - is obsolete. In the new world, where a great deal of a traditional researcher's job can be done by a robot assisted by an algorithm, and where data is freely available, marketing researchers must rate and sell the added-value consulting they do, in order to survive. Clients say agencies are hard to distinguish from each other. The visual and verbal language of the industry is not distinctive. This means it is time to escape from the current price-driven, product/commodity trap and emerge into the world of B2B brands. Behaving like a brand means agencies in the future will be increasingly niche and specialist, working as consultants with clearly defined philosophies and messages.
Recipients of research communications are often left confused and un-inspired. As a result, although research must be used to drive change within our clients, a lot of researchers' work is wasted. Researchers need radically different approaches to communication. It gives insights from other methodologies, including journalism, and suggests five things researchers can do to create communications that have high visibility and impact. Finally, it gives three case study examples of how researchers have understood the principles of communication and used them well for clients.
The use of online websites for 'do it yourself' research has created a lot of debate - even panic - in research media. In fact, there is no actual feedback from clients or agencies to help us understand the changes happening now and determine the response of the research industry. This research paper reviews the impact that DIY is having on our industry and addresses what researchers should be doing about it. DIY research is here to stay. But does DIY have to mean 'bad' research? Is it a trend that both non-researchers and researchers can embrace?