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.
Interview with Horacio González, Global AI & Unstructured Data Lead from Kantar Mexico.
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.
This work describes the methodology used in surveying socio- demographic data from customers in the Argentinean telecommunications market. This work reviews the relevance of information within the transformation companies in the Argentinean market; the Argentinean context in reference to information on people; development and implementation of customer data survey methodologies; and the launch of an advertising campaign related to the World Cup France 98 soccer tournament to survey customer socio-demographic data.
Learn from HBO how to transform your market research into fun and engaging ongoing experiences for participants - while you unlock inspiring and actionable insights.
This paper will describe how HBO has developed an innovative market research strategy integrated into a single platform: surveys, online communities, mobile research, gamification, digital ethnography and big data analytics. We want to share with the global research community our main learnings along the way, as well as a road map that anyone can follow in order to transform their market research studies from boring activities, into ongoing fun and engaging experiences, and how we've used results to better support our programming and marketing teams in their agile decision-making processes.
This paper addresses the question of whether it is possible to know what consumers really think and proposes a methodology to understand the unconscious reasons that operate in the election of products and brands in the financial industry. The results obtained are actionable since they permit linking generally unconscious psychological benefits with palpable functional attributes and measurable brand image attributes. Due to the latter, it is possible to define solid communication and positioning strategies, rooted in the deep motivations of the consumer.
This paper addresses the question of whether it is possible to know what consumers really think and proposes a methodology to understand the unconscious reasons that operate in the election of products and brands in the financial industry. The results obtained are actionable since they permit linking generally unconscious psychological benefits with palpable functional attributes and measurable brand image attributes. Due to the latter, it is possible to define solid communication and positioning strategies, rooted in the deep motivations of the consumer.