Are wearable devices like Google Glass viable alternatives to mobile handsets for market research? Our emphasis is on image capture for diary and journal studies where handsets deliver a point-of-experience advantage over other methodologies, but where the convenience of quick eye or wrist-level photography could provide additional benefits. It may be easier to capture images and they may be more representative of the experience but might the quality and volume lead to difficulties with codification? Well assess the respondent experience, the types of image captured and how image recognition techniques we use for mobile image data could be applied. Well also report on the technology, covering usability, reliability and an initial view on integration to the data collection process.
In an era where respondents are losing interest in surveys faster than ever before, research using a mobile app is an ideal research technology for engaging with people at the point of experience. By surveying shoppers in Sweden close to the in-store experience, Google and Ipsos was able to get new, detailed insights regarding the new digital shopping experience. Using an innovative combination of mobile surveying and geo data, the research project was able to collect data very close in time to the actual behavior.
The Social Media World Tour will be a dizzying journey across the worlds digital communications landscape, showcasing regional trends that shape the way consumers and businesses on the ground utilise social media networks. From the USA's fleeing Facebook generation, to China's social commerce craze and Russia's pirate-friendly market, regional economies offer diverse challenges and opportunities to pursuing a social media strategy. We will make sense of this crowded viral marketplace and untangle the facts from fiction.
Sponsored by LinkedIn, Facebook and Twitter, the IPA (the professional body for advertising, media and marketing communication agencies), in partnership with The Marketing Society and The Market Research Society, has launched the first stage of cross-industry research into providing definitive guidance on the role that social media can play and how to measure its effectiveness and return on investment. This exciting presentation explores the status of this ambitious project providing best practices for the different ways to measure effectiveness in business terms. Not to be missed!
From a global perspective online penetration rates vary significantly. However, due to the increase in penetration of connected devices (especially smartphones and tablets) all countries globally have seen a strong uplift in online access over the last couple of years. Smartphone and tablet penetration is catching up with or even overhauling desktop in some countries, shaking up the old order depending on local adaption rates for new technology. While some Western countries (Germany, France) fall behind, new reference markets (e.g. South Korea, Singapore or Norway) for the future of media consumption arise. CCS allows benchmarking of online usage across 56 countries over a four-year period.
Open-ended feedback is often overlooked in survey design; however, social media and big data have transformed the way textual analysis is viewed. Taking inspiration from this the presenters have sought to reappraise the role of the open-ended question as not just as qualitative tool, but an exceptionally powerful means of gathering quantitative data. Through the establishment of a simple analytic framework, this presentation outlines how a single open-ended question can be used to replace a complete studys worth of close-ended questions. Data from over 25 studies will be used to illustrate how a well-crafted open-ended question provides both multi-faceted and easily quantifiable data. Armed with this knowledge the researcher is able to conduct more fruitful and more engaging studies.
AOL's multi-national research, completed in October 2013, uncovered the value of multiple screens for online content and advertising. The research was conducted among respondents in the US and Canada who own computers, tablets and smartphones. Shapley analysis, a solution borrowed from Game Theory, was deployed to quantify the relative value of each screen through measuring how each enhances or degrades the overall consumer experience. Learn how and why people transition between devices for different types of content and the impact of advertising in a multi- screen context. The results will give marketers and content creators clear direction for communicating to consumers across these devices and within specific content genres.
We look at two themes at the heart of marketing today ? the need to work with big data" and the need to better understand how and where mobile fits in. The mobile phone is central to our lives in so many different ways. The data that are generated as a result of its usage tell a story about the shape and pattern of our days which offers the opportunity to understand with detail and precision where, when and how tech companies, service providers and brand marketers can most powerfully engage. We will showcase how analytics can guide the process of identifying patterns, helping structure diverse and unstructured data sets and build frameworks that allow us to use them to address the real life marketing challenge of how to best leverage mobile to connect with consumers.
A serious weakness of social listening research is that it is only good at measuring what we already have in our hands. But is that true? Listening research gives us unprecedented access to hundreds of thousands of opinions from disparate people all around the world. These people have complaints and desires and dreams and disappointments all of which beg for solutions and new developments. Join this presentation for a case study describing how to discover unmet needs via social media. Youll even come away with a few ideas with which to tease your clients.