Market research is embracing insightful new sources of data. Among them, behavioural data is one of the most promising. It has proved to have an edge over survey data by overcoming human memory limitations and lack of sincerity. The challenge, however, in sharing clickstream data with third parties is to avoid violating individual's privacy rights, as defined in the GDPR. To overcome this difficulty, we developed our first "PII Filter", based on an intuitive principle: public web sites can be accessed by anyone; therefore, those URLs should be visited by several people. As a result, a new PII Filter has been developed based on a much more Aristotelic principle, learning from experience. This new PII Filter relies on a supervised predictive classifier: a rule-based algorithm that learns from a labelled data set of URLs.
Driving insight into the hearts and minds of stakeholders is Coca-Cola Knowledge and Insight's biggest challenge. This presentation examines which communications create most engagement with internal audiences & provides guidelines to change insight communication for good.
The quality of answers we get are proportional not only to the quality of questions we ask, but how we ask them. Clients are facing unprecedented clutter, competition, complexity and consumer sophistication. Increasingly, qualitative research is being sought to strip the consumer bare - to reveal the deepest, most human truths, to unleash creativity in unprecedented ways, to facilitate stories and unearth insights that inspire 'future-proof' brands. As clients recognize that mass marketing is old and ailing, as psychographic and segmented approaches are being more widely adopted, as creating experiences that stretch brands without breaking them become all too important, as the world becomes a lot more nuanced, it has never been a more appropriate time to approach the consumer differently.