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.
Businesses and brands have an opportunity to grow market share by better meeting the need of both genders. However, it can be challenging to identify the opportunities when gender bias, particularly unconscious gender bias, obscures them. This paper present an approach that quantitatively measures both conscious and unconscious gender bias across brand touchpoints as determined by consumers to reveal areas for improvement. Armed with those numbers and a strong dose of organisational awareness, brands and business have the potential to overcome a legacy of gender bias and outdo the competition.
Using a combination of Image Mining and Text Analytics to decipher relative strength of fast growing Italian designer furniture brand vis-a-vis the competition and also to strategize its future brand positioning.
This paper is divided into two parts; the first part (after defining the variables) explores the impact of introversion and extroversion on perceptions of self and life for the mentioned personalities; how they differ in their ways of looking at their surroundings, what impact comfort or discomfort of expression can cause to brands, how significant the understanding of introverts is in qualitative research, how this understanding can be beneficial for marketers in connecting with larger audience and crating powerful brands. The second section discusses the requisites including research design, findings, approach techniques and the implications for future research. A simpler pathway to understand this relatively silent but very powerful consumer segment.
This paper will talk about my learnings and give simple solutions to several analytical and technical challenges faced by most mid-sided companies working in the insights and strategy sphere- companies that don't have the kind of large-scale IT infrastructure support often taken for granted in big technology companies. A product-based tech company typically solves a single problem by making one specific product while every project we do is different, with new questions every single time requiring tailored solutions.
How to extract valuable insights from a noisy medium such as Twitter? Our approach is to use artificial intelligence to extract semantic features from the data. Once these features are extracted we can use machine learning techniques to extract valuable insights.?Our approach can be used to visualize how ideas are entangled inside a community's conversation as well as to identify the main themes in a corpus. Finally, it can be used to classify and track the evolution of specific topics in a Twitter stream. We'll provide guidelines and examples for the utilization of this methodology in a market-research context. Additionally, we introduce some applications of the proposed methodology to analyze two big 2016 social events: the U.S. presidential election and the Brexit referendum.
How to extract valuable insights from a noisy medium such as Twitter? Our approach is to use artificial intelligence to extract semantic features from the data. Once these features are extracted we can use machine learning techniques to extract valuable insights.?Our approach can be used to visualize how ideas are entangled inside a community's conversation as well as to identify the main themes in a corpus. Finally, it can be used to classify and track the evolution of specific topics in a Twitter stream. We'll provide guidelines and examples for the utilization of this methodology in a market-research context. Additionally, we introduce some applications of the proposed methodology to analyze two big 2016 social events: the U.S. presidential election and the Brexit referendum.
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.