Panel discussion on Social Intelligence moderated by Michalis Michael.Panelists: Joaquim Bretcha (International Director of Netquest and ESOMAR President), Kyle Findlay (Senior Data Science Director of Kantar South Africa) and Tamara Lucas (Associate Director of Convosphere).
Interview with Horacio González, Global AI & Unstructured Data Lead from Kantar Mexico.
This presentation will look at our learnings that have come out of mapping dozens of brands and categories on Twitter. Among other things, we will characterise the different shapes of category conversations that can emerge around brands; we will look at the different patterns of communications that brands can adopt and the efficacy of each approach; and, we will look at the different strategies that brands can employ to knit together communities and to encourage the sharing of their communications & activations. We will also explore the link between the insights from social data and insights from traditional surveys to see where they align (or don't) in order to bridge the gap between traditional survey-based research and newer data science-informed approaches.
Two questions periodically arise in our industry: how do brands really grow and why don't the best always win? Every time our industry thinks that we have the answers nailed down, someone comes along and undermines the collective consensus. We are currently in one of these disruptive periods wherein the foundations of our beliefs are being challenged by the likes of Andrew Ehrenberg and Byron Sharp. This is the perfect opportunity to re-evaluate what we thought we knew. This presentation looks at how people really buy based on five years of actual purchase behaviour in order to update our industry's understanding of how brands grow and how markets evolve.
'Gamification' is sweeping the online and business worlds, but how much is hype vs. reality? The promise of gamification is that the addition of game-like elements can increase participation and engagement in any process or experience, whether in the real world or online. Gamification brings behaviour change methodologies into the digital age by explicitly providing the mechanics to improve user engagement This presentation will review these claims and investigate what gamification is and what it is not.
The paper looks at literature on how people interpret negative publicity and uses a wide ranging review of the latest psychological and cognitive research to put findings into the context of the human mind. Primary research was conducted to investigate a contemporary case study of how negative publicity plays out in the online environment for a real brand (a new restaurant in Cape Town's internationally renowned culinary scene). The researchers find that the patterns of online behaviour corresponds with what literature predicts, providing firm support for the research reviewed and synthesised within this paper.
Historically, brand building has not been a high priority for many wholesale banks. However, in todays increasingly congested banking environment, it is becoming more and more important for banks to differentiate themselves from the competition. Union Bank of Switzerland (UBS) decided to meet this challenge by conceiving a global advertising campaign, launched in October 1995 to help build a strong and unified global brand. This case study outlines the significant contribution of marketing research in the development of UBS's global brand campaign.
This paper will examine facets of the current environment for qualitative research for business, how technology is changing this environment, a look at the specifications of some of the qualitative research technology on the market, the criticism and advantages of, and specific use cases.