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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

Videos

Freedom to reveal or freedom to project?

How do our own and social media persona relate to our 'real selves'? Where does freedom to express our true selves become more an opportunity to project the person we've always wanted to be? The findings from a unique research study that seeks to...

Catalogue: Qualitative 2013: Brilliant Transformations
Author: Peter Totman
June 15, 2013

Research papers

Qualitative data, integrative frameworks, and the prospect of strategic impact

The qualitative data landscape has shifted considerably. The relevance of traditional forms of qualitative research seems to be in decline; e.g., a number of large and leading client companies are moving to reduce or eliminate focus groups. At the...

Catalogue: Qualitative 2013: Brilliant Transformations
Author: Jeffrey Hunter
November 20, 2013

Videos

Tell me who your friends are, I will tell you who you are

Want to get rid of costly brand image tracking and barometers? The Brand Mining tool leverages the network structure of social media and uncovers which perceptual dimensions are associated (or not) with your brand.

Catalogue: Congress 2018
Author: Laurent Florès
September 23, 2018

Research papers

Tell me who your friends are, I will tell you who you are

Want to get rid of costly brand image tracking and barometers? The Brand Mining tool leverages the network structure of social media and uncovers which perceptual dimensions are associated (or not) with your brand.In this paper, we introduce and...

Catalogue: Congress 2018
Authors: Laurent Florès, Antoine Moreau
September 23, 2018

Videos

Social cooling

As oil lead to Global Warming, data leads to Social Cooling. Comparing these two problems is not just intended as a warning. It offers hope, a blueprint for how to deal with this issue, and a deeper understanding of what it means to be human in our...

Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Author: Tijmen Schep
November 11, 2018

Videos

How social media listening & analytics can help marketers estimate the ROI of their digital campaigns

With today's technology, one simple infographic dashboard can offer busy marketing executives a decision making tool that they can use daily to make calls on which organic posts to support with advertising euros. Connecting APIs of a Twitter account,...

Catalogue: Seminar 2016: Media Return on Investment
Author: Michalis Michael
June 15, 2016

Videos

Intelligence amplification

This project is a first step to driving predictive diagnostics to enhance some elements of brand health tracking. We created a 360° view of brand health by looking at customer and non-customer’s relationships with telecom brands through...

Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Authors: Darren Hanson, Gaelle Bertrand
Company: Kantar
November 11, 2018

Case studies

Bitter sweet symphony

Suze is a traditional French aperitif, born in 1889. The iconic logo and the yellow brand colors are well known from posters, brasserie carafes, and wall murals in French towns. But the brand itself had become quite dated. We applied semiotics to...

Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Authors: Juliette Margerand, Sven Arn
Company: Happy Thinking People
November 11, 2018