How big is Big Data to the marketing research industry? We haven't seen this much zealotry and paranoia since Internet interviewing was first proposed or since FIFA abandoned the Golden Goal. As it turns out, Big Data is not such a big deal. We are worrying way too much about what it is, what it means, how to work with it, and whos going to do it. In this paper, we'll explain why Big Data is not such a big deal, why you shouldn't worry so much, and why you'll be just fine in the future.
Recent advances allow us to mine GPS data to understand actual shopper journeys. The new technology even lets us detect visits and trigger mobile surveys to shoppers when they are inside specific stores. But how are these technologies relevant for real business needs? And what is the right way to invite shoppers to participate, given privacy concerns around location-sharing on mobile? This talk will discuss lessons learned when Locately and a retailer client implemented this methodology in the USA to deeply understand shopper journeys during Holiday 2012. We used GPS analytics to detect visits to 7 key retailers of interest: Best Buy, JCPenney, Kohls, Macys, Target, ToysRUs, and Walmart. Visit-triggered in-store mobile surveys allowed us to evaluate the impact of marketing activations.
Nielsens survey of 30,000 U.S. consumers uncovered the key ways in which increased use of digital technology is impacting the way consumers move along the traditional path to purchase. This research views the path to purchase from the perspective of the increasingly connected shopper. In this presentation we explore the benefits/barriers to digital adoption of key consumer product categories and how to integrate digital touch points that achieve success online and in-store. Our results illuminate the role that various digital touch points play in influencing shoppers purchase decisions.
As market researchers we need to understand and interpret market conditions for corporate decision makers. Our presentation will look at how combining behavioural and perception data deepens this understanding and improves our ability to influence. We explore how technology is enabling new sources of big behavioural data, and the imperative this creates for research organisations ... we must revolutionise the way we work. Our traditional role as farmers who carefully curate and harvest, will transition into our role as miners who explore and synthesise.
PepsiCo wanted to (re)connect the Ruffles brand with Turkish youngsters. For six weeks a market research online community (MROC) was the central hub in which a dialogue took place between Gen Y, the Ruffles brand team and the advertising agency. In three sequential stages we moved from generating insights over developing new product concepts to pre-testing activation platforms and campaigns. In order to connect all stakeholders with the target group, we created multiple touch points with the consumer world and the research results included a consumer news website, live chat sessions with members, creative brainstorm sessions and offline consumer safaris in Istanbul. This presentation gives insights into the power of triangulation in qual research and creating impact with research.
Research shapes our brands, inspires our content and helps us communicate with audiences. VIMN therefore embarked on an unprecedented analysis of the similarities and differences among millennials around the world. It doesnt get biggerthis was the first truly global exploration of this generationspanning every continent and including countries never before reached in this way. This study is a definitive guide to the evolution of the millennial mind; by understanding their hopes, fears and expectations for the future, the things they worry about or that make them happy as well as the values they hold dear, we can ensure that everything we do from content creation to platform development, is in tune with the evolving needs and tastes of this complex demographic we are reaching out to.
A picture shows at a glance what it takes a dozen pages of a book to expound. Working with pictures within market research presents its own challenges and opportunities. Experience the power of images in our research art exhibition. The exhibition will explain how visual analysis of social media data lead to a digital segmentation that forms the base of a digital strategy on Pinterest. Moreover, it will demonstrate that pictures are also a great means to break down communication barriers between consumers and marketers.