As a result, new digital qualitative methodologies have emerged to begin to address these and other challenges. Based on the ESOMAR Global Market Research 2018 industry report, 43% of qualitative research is conducted using online methodologies (i.e. online qualitative, mobile qualitative and online research communities) world-wide. The 12 Latin American countries that provided spend by research method indicated an average of 23% of qualitative research conducted online. The total spend on online methods worldwide is estimated to be 6% of total spend, or $2,750 million USD. The 2018, the Q3 and Q4 Greenbook Report on Industry Trends (GRIT Report) reported that respondents see automation as the most significant game-changer in research. Webcam-based interviews and mobile ethnography continue to experience a high rate of year-on-year growth at 5% and 3% growth respectively, yet there remains a significant portion of the industry who have yet to adopt these methods. The following paper provides recommendations and best practices for those looking to adopt or expand their use of digital qualitative research and automation of processes.
As a result, new digital qualitative methodologies have emerged to begin to address these and other challenges. Based on the ESOMAR Global Market Research 2018 industry report, 43% of qualitative research is conducted using online methodologies (i.e. online qualitative, mobile qualitative and online research communities) worldwide. The 12 Latin American countries that provided spend by research method indicated an average of 23% of qualitative research conducted online. The total spend on online methods worldwide is estimated to be 6% of total spend, or $2,750 million USD. The 2018, the Q3 and Q4 Greenbook Report on Industry Trends (GRIT Report) reported that respondents see automation as the most significant game-changer in research. Webcam-based interviews and mobile ethnography continue to experience a high rate of year-on-year growth at 5% and 3% growth respectively, yet there remains a significant portion of the industry who have yet to adopt these methods. The following paper provides recommendations and best practices for those looking to adopt or expand their use of digital qualitative research and automation of processes.
PepsiCo and Zappi's global alliance is changing the dynamic of how research is framed, analyzed and applied. Automation brings significant advantages such as costs and timings, as well as the path for better more structured research.
While the business reality shifted towards one characterised by acceleration, automation and abundance, market research seems to be holding on to the same principles and values as if nothing changed. Have we lost our edge and how can we get it back?
In this session, Zappi shares the toughest challenges faced by insights professionals as well as a new vision for how they can adapt, growing to become world-class consumer insights organizations. Attendees will learn from Zappi's experiences, helping F100 companies like Pepsi, Danone, and Phillip Morris, relaying why analytics automation offers greater value for both clients and organizations globally, in an ever-changing digital landscape.
This case study outlines the way insights automation has paved the way for the efficient democratization of insights, to create a strategic role for market research within the corporation.
We set ourselves the challenge of forecasting the future for our insights engine, asking ourselves a series of questions about how we conceive insights across Unilever as a whole, how the field of insights is evolving, and about the needs and expectations of the new generation of insight experts who will power our engine in the next few years. Find out what we learnt.
We set ourselves the challenge of forecasting the future for our insights engine, asking ourselves a series of questions about how we conceive insights across Unilever as a whole, how the field of insights is evolving, and about the needs and expectations of the new generation of insight experts who will power our engine in the next few years. Find out what we learnt.
While the use of automation for text and data analysis, charting, or sampling continues to grow, not everyone is convinced. We will explore how market research needs to create situations where automation leads to a change in the way research is done.