Impact is the name of the game in Market Research. There are two critical success factors to activate an organization with the outcome of research; a co-creative platform where employees can interact with the insights and a research method that generates immersive data to feed in this platform. Dannon has set up Consumer Activation Studio, a cross-department collaboration platform where employees are inspired to interact with the research results and turn shopper insights into concrete ideas, stronger brands and future-proof business concepts. Feeding this platform is the "Healthy Minded People community", a tribe of almost 100 shoppers across 7 retailers in the US taking part in mobile ethnography, shopper safaris and ideation challenges.
This presentation will look at our learnings that have come out of mapping dozens of brands and categories on Twitter. Among other things, we will characterise the different shapes of category conversations that can emerge around brands; we will look at the different patterns of communications that brands can adopt and the efficacy of each approach; and, we will look at the different strategies that brands can employ to knit together communities and to encourage the sharing of their communications & activations. We will also explore the link between the insights from social data and insights from traditional surveys to see where they align (or don't) in order to bridge the gap between traditional survey-based research and newer data science-informed approaches.
If we define the client as anyone without whom a business wouldn't exist, there is a group of people that are very important to marketing research but are ironically overlooked. In this paper we treat the Respondents with the same interest and devotion usually shown to the archetypal Client and we place the mirror in front of the marketing researchers for a change. We ask the Respondents to evaluate our job and help us understand what makes them feel bored and disengaged during fieldwork, what entices them to unlock and be more insightful, how our interaction with them can be more purposeful. The end result is the identification of the qualitative research methodologies, moderation styles, fieldwork environments that lead to more insightful and engaging deliverables.
The top line results from the Global Market Report 2017, new professional standards guidelines, ESOMAR membership update and much much more!
With every quantitative market research study, data quality is critical. Researchers can now be confident that their quality checks are effective, with the validation of different steps that allow the identification and elimination of dishonest/inattentive participants in online surveys. In this workshop, Research Now and FactWorks will present the results of their maximum difference scaling approach in a multi-country comparison, giving practical recommendations on how you can use quality checks to eliminate participants and answers that may distort the integrity of your results.
Only one year left before Europe's General Data Protection Regulations comes into force. This massive legislation address all organisations collecting and using personal data originating from the EU. With fines of up to 4% of annual global turnover or 20m EUR, whichever is highest, the cost of non-compliance can be huge! To help you get ready, we've been looking at the practical requirements needed to build a GDPR-compliant framework that works for research and analytics. We want to share with you how our new programme, ESOMAR Plus, can support your journey towards GDPR Compliance.
As we ever-expand our global purview, it becomes critical for market research professionals to understand the global consumer landscape. Creating good, valid research often requires an understanding of consumer behavior, local customs, and more. Toluna will provide a webinar that offers insight into the market in the middle east, and best practices approaches for conducting successful market research in-region, market-by-market.