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Can quantitative research simultaneously identify new insights and confirm market opinions? Can video play a role in quantitative research? Yes it can! Through the creative use of video open ends, you will see that quantitative research can uncover deep insights while also providing the market underpinnings we rely on. We will illustrate how to use techniques to identify respondents with unique and important opinions about the study subject and you will learn how to use video input like other data sources.
Over the last 12 months ESOMAR has been involved in a number of different research initiatives which have looked to define and quantify the future of the research industry. Join us for a short overview of the results of each of these initiatives and then join the discussion on what these results mean for the profession. Our first discussion will be on the ânext generationâ of researcher, and indeed, research company.
Merging data streams, Big Data, machine learning, robotics, start-upâs, wearables, IoT and market disruption. Just some of the challenges and opportunities facing suppliers of market research now and in the future. How do research agencies cope? What are their plans and strategies to cope in an ever changing world? What does the professions future look like from their perspective?
Attracting the next generation of researchers is crucial to the longevity of our profession. But how? What are the expectations of young researchers? Are universities teaching the skills we need for the future? How do we attract and retain the next generation?
How do clients see the future of research? Will research remain the voice of the consumers central to the decision making process inside organisations? What is the future role of the client side researcher? These and many other questions on the future of client side research will be discussed.
If we agree that the industry needs to change then we are going to need a different mindset. Our current model may well need to adapt with a far great emphasis on 'output' in the form of insights than on better technology and process. So, how do we do this? Are there other sectors we can learn from?