90% of people in Asia want brands to do something about the issues they care about. But what do they care about? And what exactly do they want brands to do? Let us tell you more.
Google and Nielsen came together to develop a way to better understand how consumers go about researching and buying mobile phones. With the internet in the palms of their hands, consumers interact a lot with the medium before considering and/or evaluating or purchasing any product. We wanted to capture this interaction and how this influences the path to purchase for the category. The goal was to reduce reliance on claim-based research techniques, especially owing to the complexity of the digital touch-points to mobile phone purchases, and move to observation-based research.
Opening speech to the ESOMAR APAC 2020 Insights Festival from Sandeep Arora, MRSI President, and ESOMAR Representative for India.
In this paper, we will seek to outline:- The specific problem facing us in Japan;- Why it was important to adopt a new method to derive answers;- The results of our research and what new insights we garnered;- How we went about maximizing the impact of our insights;- The bottom-line impact to Japanese business.
Getting the right pricing strategy is very critical for CPG companies - more so in the alcoholic beverages (AlcoBev) category in India, because AlcoBev is a highly regulated industry subject to high taxes coupled with restrictions on distribution and mass media communications. This renders it very price sensitive and highly competitive. At Diageo India, we have developed an integrated brand pricing framework that encompasses the following dimensions: (i) consumers' current sensitivity to brand price; (ii) behavioural equity measure (total $ value that is the sum of functional and emotional benefits provided to the consumer by the brand, over and above price); and (iii) drivers of equity. This holistic framework enables maneuvering pricing in the market for the short-term while getting the right balance between price and total brand value, as perceived by consumers in the longer run and also driving actionability in terms of building up equity.
This paper looks at AI-powered voice surveys as an alternative survey format for commercial research. Specifically, the paper is looking at whether this type of alternative format can be more effective at capturing a broader more inclusive spectrum of respondents, including disempowered members of society. To explore the effectiveness of the voice survey format, this research was conducted in an experimental two-by-two design, with the traditional online survey as the comparison. This paper documents the challenges of utilizing an AI-powered voice survey for research and determines what some of the benefits are of this alternative survey format.
Bad ads create bad experiences for consumers and negatively impact your brand. It is critical to know what creative element or pattern can help drive brand performance and direct response. However, creative A/B tests or lab tests with facial expression analysis are expensive and not scalable. In this research, we used Google Cloud APIs to compute thousands of features from large creative samples to conduct creative meta-analysis. We added those features from machine learning and computer vision with human encoding elements.
There is an interesting management quote: Do not expect the output to change if the inputs remain the same. This is true for organisational transformation as well as transformation of the insights and analytics industry. This paper examines this aphorism in the context of volume forecasting for ecommerce launches, looked at in the specific context of a vitamin and mineral supplement launch.
Winning with trends by understanding current trends and predicting trends before they occur can be used to launch an on-trend product in the market, prepare the innovation pipeline to help businesses gain market share in the category and drive growth.
Engaging drama have conflicts. Now many industries are in progress of such a drama to see how AI change the world, feeling some fears if AI steal jobs from us, human. Let's see the progress in MR if "Job to find insight" can be done by AI or not.
Engaging drama have conflicts. Now many industries are in progress of such a drama to see how AI change the world, feeling some fears if AI steal jobs from us, human. Let's see the progress in MR if "Job to find insight" can be done by AI or not.
Surveys are yesterday's insights technology. The future is about artificial intelligence and conversations with benefits for researchers, research buyers, consumers. In this presentation, we look at the technology, its application and the evidence to show why it is the future of our industry.