This workshop challenges you to imagine and realise the 'Survey of the Future'. With the tools of research shifting, we want to help you re-evaluate how you conduct survey research, and put the learning to the test in real-time with real research.
This presentation is a practical guide to designing efficient cross cultural segmentation research in response to the growing revival of interest in this form of research from the global marketing industry. It is based upon the authors' collective experiences of conducting segmentation research for a wide range of clients around the world. A small piece of segmentation research on the topic of food and cooking was conducted by the authors to illustrate techniques, with examples provided throughout the paper.
Target consumers for many Chinese manufacturers are based internationally, and accessing an accurate view of their audience is more imperative than for those living in the same culture as their market. As Chervon expands further into the US and Canada with the plan for the first battery powered ride on lawn mower, the need for consumer data in the form of tangible, actionable insights was identified. The geographical disconnect is the case for many Chinese manufacturers. As trade agreements face tension under the new US presidency, it has never been more imperative to understand the audience and maximise market share for the future.
The accuracy of polling has been under the serious spotlight over the last couple of years. This presentation will deliver some preliminary analysis from an international review of historical published polling data from 25 countries compiled by Kantar which will answer this question and also help market researcher understand better why polls don't always predict election results.
How healthy is your survey? Are all the questions in your survey working efficiently? Is your survey performing above or below benchmark standards? In this session Steve Wigmore and Alex Wheatley will discuss 10 diagnostic techniques which everybody in research can undertake to check the health of their surveys and give some tips on better ways to ask questions, resolve common data problems and improve the performance of their surveys.
The accuracy of polling has been under the serious spotlight over the last couple of years. This paper is a summary of analysis conducted on an international database of 31310 polls from 473 elections and voting events across 40 countries around the world from 1936 to 2017 complied by Kantar.
What goes through your mind when you make a shopping decision? What do you think about? How do you decide? How does this vary when you buy different things? How do different people think? This is the question that Lightspeed and Netquest explored and answered at the ESOMAR LATAM Conference. A multi-country study exploring shopping decision-making across category and culture invited 7000 consumers across 7 different countries to talk about how they make shopping deskins. This data was then analysed and over 300,000 open-ended comments were classified in a unique experiment to map out the international language of shopping. From South America to North America, from Asia to Europe; we looked to shed some light on the culture of shopping. Join this event to learn from the findings.
This paper is a practical guide to designing efficient cross cultural segmentation research in response to the growing revival of interest in this form of research from the global marketing industry. It is based upon the authors' collective experiences of conducting segmentation research for a wide range of clients around the world. A small piece of segmentation research on the topic of food and cooking was conducted by the authors to illustrate techniques, with examples provided throughout the paper.
Target consumers for many Chinese manufacturers are based internationally, and accessing an accurate view of their audience is more imperative than for those living in the same culture as their market. As Chervon expands further into the US and Canada with the plan for the first battery powered ride on lawn mower, the need for consumer data in the form of tangible, actionable insights was identified. The geographical disconnect is the case for many Chinese manufacturers. As trade agreements face tension under the new US presidency, it has never been more imperative to understand the audience and maximise market share for the future.