Digital life in our modern world has merged with the analog lives of people. The horizon of human relations, including their deepest needs and interests, has extended to the virtual space of the different social networks that have positioned themselves as the leading contact and communication platforms of our time. However, despite the fact that each social network offers potential for new contacts, brands do not always know how to take advantage of the opportunity to participate in peopleâs real conversations with organic and relevant proposals, thus begging the question: how can brands engage in countless spontaneous and ever-changing conversations? Twitter Mexico, Arconte Research and Sinnia set out to answer this question by conducting a joint research project on topics trending in Mexico between January and November 2017. The purpose was to generate actionable lessons and facilitate the insertion of brands on Twitter â the leading real-time platform. This paper presents the results of a journey that began with the detection and clustering of the most relevant conversations held over the course of a year in Mexico. It is followed by a cultural analysis of these conversations, centered on identifying their symbolic support and discursive rules to conclude with the creation of the framework that reflects the most recurrent conversational contexts on the platform, as well as the Rules of Engagement for any brand that aspires to engage in a live interaction in real-time, just like the conversations held on Twitter.
In Brazil, there is more than one smartphone per inhabitant and through these devices technology has become part of daily routines, meeting the population's expectations to stay connected at all times and anywhere. In view of that, Croma has developed Mobile Trend: a valuable tool that, through a continuous tracking panel, investigates users' habits and behaviours, carrier attractiveness, device evaluation and purchase decision attributes, as well as drivers delivered as a decision ranking tree, in order to aid and orient mobile segment enterprises in their portfolio construction. This is supported by recent and relevant information that leads to the understanding of the Brazilian consumer's preferences, behaviour and trends. In a nutshell, Mobile Trend is a panel that enables fundamental decision- making based on a consumer-centric approach. The questionnaire was designed to focus on the habits of users. The goal of the research is not only to monitor the ownership of a particular brand or model, but also the solutions to needs users are seeking when choosing the devices they have. At first, the online questionnaire was applied to analyze the declared general habits and for the next waves, the real accesses will be measured in order to allow for a better detailing of the usage. The behavioural and geolocation learnings are being analyzed and will be shown at 2019 ESOMAR Congress.
Out-of-Home (OoH) media has always been in trouble regarding measurements. Although great effort, resources, money and time has been spent in many countries, the complexity of the media - due to its geographical dispersion, volume and granularity - have been a headache for most researchers. The OoH medium has been difficult to measure due to its inherent nature to spread across the country, with each location measuring differently so that averages or simple models do not suffice to show the true potential of the medium. Methods for measuring trips to the locations of OoH audiences have evolved from paper questionnaires, to telephone interviews, to computer-assisted, to tablet- assisted, to using small GPS devices carried by respondents. In all cases, it was always previously expensive and slow. Therefore, when new requirements suddenly appear, due to the âdigital kingâ, it makes the current OoH methodologies appear old, even to more senior research participants. Of course, this impacts the perceptions of the media itself, as the media planning tool lacks the advantages of other media such as âfreshâ data. We think that only with the mix of several data sources, each one contributing its strength, can we provide the accurate information that we need for our goal: a worldwide OoH audience measurement.
Agea's big data case is a reference in Latin America. The volume of known and registered audiences is the highest in Argentina. The Big Data team was created and managed from a business area, which makes it more efficient and quick responsive. In just 3 years we built a solid team, with great business successes and a strong support for the digital transformation that the Clarin newspaper needs. With almost 15 million registered profiles, we have to be very careful in the security and the way of using this asset to build trust and keep growing.
PepsiCo and Zappi's global alliance is changing the dynamic of how research is framed, analyzed and applied. Automation brings significant advantages such as costs and timings, as well as the path for better more structured research.
Every single day, millions more people will decide to shop online for an FMCG category for the very first time. This is a pivotal moment for brands. It is a moment when a consumer is highly likely to change from their typical brands, and etailers have a fundamentally disruptive influence on which brands a shopper will be exposed to. Online shopping is nothing new in 2018, however FMCG shoppers are starting to participate in the e-commerce revolution at a scale not previously seen in the past decade. To reveal key trends, identify opportunities for clients and offer cautionary tales, NAILBITER digs through four years of data, on 1100 brands, across more than 30 categories and dozens of countries to reveal the comprehensive shopper journey map of the omnichannel âphygitalâ consumer. Leading e-commerce retailers, such as Amazon, are entering the market with their own product lines and their own promotion agenda. Voice assistants are now being asked to make purchases and this has its own disruptive implication to the industry. Virtual reality (VR) is also starting to serve a function within the industry, as it can be used to replicate a store environment. With consideration to a number of key trends, NAILBITER will reveal the most comprehensive shopper journey map that encompasses all shopper types in a global multi-retail environment, including brick-and-mortar, e-commerce, traditional markets, phone commerce, home delivery, click-and-collect and voice.
The objective of this work is to describe the four stages to create a successful digital laboratory, which allows, for example, testing territories of communication in social networks. This would mean that it is possible to pre-test the content of a brand anonymously, shielding it from negative comments and fostering a positive dialogue between brands and users. It should be noted that this document was written by the director of this methodology, who has theorised and implemented content-based research methodologies over the last three years. The paper dictates the best practices of content-based research. It is also the authorâs reflection of the theory and practice obtained by the constant implementation and monitoring of digital laboratories.
Research is no longer linear and traditional reporting methods are stuck in a moment of time? Atomic Research breaks down knowledge into parts, treating research as small atoms of information that can live independently of large reports. This approach helped our UX team to better manage our research findings, where each observation is tagged with supporting evidence to reuse whenever needed.
With Givaudan, a company always at the forefront of consumer insights of the flavours and fragrances industries, we jointly carried out a qualitative and quantitative exploration on Twitter, Facebook and Instagram to understand RTD and beer consumption occasions in Brazil and offer tailor-made sensorial experiences eventually. This project aids Givaudan in creating value with its customers in market development, helps beer brands to position themselves better and expand their line of products, or generate innovations to compete with other companies.
The truth is companies spend millions of dollars on advertising and they don't truly know what works and what doesn't. They have no way to establish a ROI on a TV commercial or a Radio ad. At best, they can estimate the number of people that saw the commercial, but that's still quite far from a return on investment. We were hired by Volkswagen to count the number of people that go into their distributors and ask them a few questions to evaluate the service. We have done this for over a year. Our innovation was to ask Volkswagen for their investment on advertisement day by day. With this data and the data on the number of visits per distributor we develop a model to evaluate which half of the investment was useful and which wasted.