Researchers are looking for new ways to understand online consumer behaviour. Evidence already exists that survey based data collection combined with passive data collection helps to generate the full picture of online consumer behaviour. Understanding online consumer behaviour is becoming increasingly complex for many brands operating on the internet. These brands require comparable research methods that stretch beyond national borders. In order to shed light on this challenge, we have implemented a commonly used research design using survey based and behavioural data collection in two different markets. We aim to provide insights about how to combine both methods, with particular emphasis on understanding the drivers for differences and similarities between markets.
There is a growing belief in the marketing industry that traditional market research tracking methods are less predictive of millennial behaviour than for that of older generations and that Millennials can best be understood and measured by their online behaviour and social media conversations. In this paper, three studies that address this millennial market research effect are presented: one looking at the entertainment industry, a second looking at consumer technology, and a third that assesses consumer packaged goods purchases. The first study demonstrates the effect, while the remaining two studies address possible reasons for the effect, including increased desirability effects among the "digitally native". The implications for brand tracking are discussed in detail.
The flood of photos on social media is overwhelming. Every single day, Facebook users upload an average of 351 million images. These snapshots not only provide insights into the users' lives, but also reflects their attitudes and experiences with brands. This rich knowledge source has been inaccessible to market research to date, since existing social media tools consider only text.In this paper, we demonstrate the meaning of brand-related social media photos for marketing, present a system which is able to recognise pictorial content and to derive key figures for awareness, popularity and usage of brands, and prove within a case study that the system's output is in line with the results from social media text mining and surveys.
Marketing researchers have witnessed an explosion of promises that big data will dramatically improve business performance. What is the role of traditional marketing researchers in big data? This presentation provides a methodology and case study example that fuses marketing research and data science to deliver greater insights than could be achieved with either big data only or with survey data only. The case study suggests that survey research can contribute to predictive modeling through combining methods derived from, on the one hand, survey data and marketing science and, on the other hand, big data and data science. Finally, adding interactive GIS mapping and data visualisation and charting, using open-source tools, provides a visual vehicle to effectively communicate the insights.
Imagine that you can see everything from the sky, imagine that you can track all the movements of the people in each city, imagine you crunch all the numbers, think how many decisions would help this data, imagine how outdoor media would transform the impact on the real estate, retail or franchise industry. Now is the time of the new paradigm, taking into account the strength of traditional research and adding steroids with Big Data. The project is an hybrid approach with multiple sources, from high-res satellite images, tracking devices and carrier mobile data. Allowing impossible research until now, in developing countries and expanding opportunities in the developed ones. Using high-tech, almost a sci-fi approach, this is one of a kind, finally allowing the same outputs across all countries.
While the ideal marketing research study drives change, only half of research studies succeed at that goal. Similar to guerilla marketing, the solutions often lie in unconventional and creative ways of engaging the audience, obtaining a maximum impact at a low cost. The current best in class is to approach the delivery of results as a service with multiple touchpoints in time, adding formats like interactive workshops and consulting. This paper explores making research more impactful by making it experiential. Making insights memorable and increasing consumer empathy are key step stones to reach that goal.
Large internet companies are putting an awful amount of effort into building or improving Digital Assistants (DA). We are still at a nascent stage with this technology, however it is clear that Digital Assistants are set to be a new personalised gateway between consumers, the internet and connected things. The future vision, is that the DA will take your request, and in microseconds its AI will weigh the information it finds (from various API's), against your detailed profile information (and context - where you are, what your personality type is, your mood etc.), and present only the most useful singular response. This presentation will review data from 70K Siri interactions, analyses 100 mobile searches and details how Digital Assistants are currently used and the implications for Brands.
The low success rate for innovation in Indian FMCG became a subject of interest at Nestlé India. Partnering with Nielsen we set out to understand what it takes innovations to win in the long term- form birth, to breakthrough and beyond the first phase of life on the shop shelf. The ensuring investigation threw up some surprises, but more importantly brought forth simple tenets that can instruct new launches to higher probability of enduring success, The passage to a winning, sustainable innovation has two critical stage gates incumbent in it: getting the innovation rights (pre-launch) and getting it through (once on the shelf). We examined both via frameworks created for the purpose and developed a guide for marketers wishing to maximize their chances in the marketplace.
One of the most challenging problems in product innovation and marketing is hoe to accurately and quickly translate a brand's promise trough a product concept into a product specification. This case study provides an innovative solution to this problem. InsightsNow worked with Campbell to apply behaviour science to rapidly translate thought a co-design methodology. Researchers applied behavioural techniques to identify sensory cues that are part of sensory memories which can be associated with key benefit promised by brand and products concept. This enables the rapid design of four soups for a line launched by Campbell.