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Research papers

TikToks Exploration into the Future of Intentional Discovery

Think about the last time you discovered a product or a brand. Now, compare that experience to discovering a product or brand 10, 15 or even 20 years ago. The consumer journey has dramatically evolved, adapting to new platforms and spaces. Today?s...

Catalogue: North America 2024 - Innovation
Authors: Alejandro Garcia Medina, Jaclyn Williams
Company: Tik Tok
August 5, 2024

Research papers

Using AI for Innovating Brand Strategy

Measuring and understanding brands is a very difficult challenge in marketing. Brand research is typically done using surveys. The common method is to show respondents a series of brand statements (e.g., is a brand I trust, reliable, etc.) and the...

Catalogue: North America 2024 - Innovation
Authors: Marco Vriens, Rogier Verhulst
Companies: LinkedIn, Kwantum
July 5, 2024

Research papers

Research papers

Can AI bring better insight than humans?

Engaging drama have conflicts. Now many industries are in progress of such a drama to see how AI change the world, feeling some fears if AI steal jobs from us, human. Let's see the progress in MR if "Job to find insight" can be done by AI or not.

Catalogue: Asia Pacific 2020 - Insights Festival
Authors: Kenichiro Sato, Yohei Takeshita, Toshimitsu Sekii
Companies: Twitter, Kantar
November 2, 2020

Research papers

New market research mobile app to facilitate new product development & innovation

Whozini.com, a start-up from USA, wanted to launch a social media mobile app. Being techie, they already had a product in mind and wanted to directly go into MPV Phase. The challenge was to show the value and contribution of an exploratory phase...

Catalogue: ESOMAR Smart Data Lab
Authors: Kaustuv Mukherjee, Shawn (Sreejit) Roy
November 4, 2019

Research papers

Optimising ROI on social media

Up to 85% of brand generated social media posts are wasted. With digital advertising approaching 50% of all advertising expenditure, we need to go beyond clicks and likes as a measure of ROI on social media expenditure. Through machine learning, a...

Catalogue: Asia Pacific 2019
Author: Colin Ingram
Company: Kantar
May 22, 2019

Research papers

True ROI of influencers

In this research we focused on conversion which is the most immediate KPI: Does a sponsored vid edited by an influencer, engender more traffic (more impression) on the (sponsoring) brand website? Does it have an impact (immediate or not) on the...

Catalogue: Congress 2018
Authors: Thomas Gruber, Bengül Robillard
Company: respondi
September 23, 2018

Research papers

New market research mobile app to facilitate new product development & innovation

Whozini.com, a start-up from USA, wanted to launch a social media mobile app. Being techie, they already had a product in mind and wanted to directly go into MPV Phase. The challenge was to show the value and contribution of an exploratory phase...

Catalogue: Asia Pacific 2018: Data Research Insights Vision Excellence
Authors: Kaustuv Mukherjee, Shawn (Sreejit) Roy
May 13, 2018

Research papers

Out with words - Are pictures the new black?

In this paper we describe the experiment we conducted using solely pictures, including key learnings from such a methodology, and its implications for future market research projects. We also discuss the need for market research to adapt to new...

Catalogue: Congress 2017: Visionary
Authors: Sarah Jin, Anton Kozka
Company: Happy Thinking People
September 4, 2017