Beyond Qual and Quant

Date of publication: June 27, 2019

Author(s): Connie Zhang

Abstract:

Many vendors and clients are adopting AI tools to drive effectiveness and efficiencies of market research, most of the utilization is centered around speed, data integration and analytics and lowering cost. The study presented here, demonstrate the partnership with a tech start-up, leveraging their AI/NLP tool to discover the insights, using inputs from both primary research and syndicated information, while at the same time to capture the emotion of the audience. The key learnings have been fundamental as the brand team is on the journey of position the brand and integrate all communication in an ever-evolving and dynamic sector. 

  • Video
  • This could also be of interest
The gold cup Authors: Robert E. Miller
Generating idea from consumers Authors: Cliff Holmes, Sheila Keegan
Artificial intelligence and expert systems Authors: Juergen Schwoerer, Jean-Paul Frappa
The combining of two separately derived data-sets into an integrated intermedia planning system: Authors: Jörgen Wiegand
The application of micro-modelling to predicting total market mix potential Authors: Rory P. Morgan, Brian C. Pymont, Julian R. Bond
Meeting the multi-national companies' demands for global advertising research tools Authors: Harold M. Spielman, Hans Heyder
Business and the arts Authors: Sybil C. Simon
Wales: The art of the possible Authors: John Matthews
Taking the long view in new product introduction Authors: Leland Teschler, Andrew C. Gross, Robert D. Hisrich
Designing and implementing international joint marketing ventures Authors: Arch G. Woodside, Jozsef Kandiko, Wilfried Vyslozil