The YES (Young ESOMAR Society) Award Winners for the LATAM Insight Festival 2020 are:- Nowadays Approaches to Offline Experience from Scarlett Cabrera, Red Thread, Peru- Digging into the Gram from Sharon Weygers, Datum, Peru
How to create a framework to discover a set of adjacent value spaces based on a motivational assessment of stakeholders of the cement value chain. The Holcim Argentina case understanding Latin America people's dream of building the first home.
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REA Award Winners 2019 announcement from Joaquim Bretcha, ESOMAR President.Gold award winner: Half the Money I Spend on Advertising is Wasted;Silver award winner: Journey of a Modernized Diary;Bronze award winner: Project Affluent.
A look at how Ogilvy is better leveraging behavioral science & cognitive segmentation techniques to create more effective marketing communication strategies, founded on a new approach to measuring personality & cognitive thinking styles.
Best Representative Awards 2019 in the Emerging Markets and Developed Markets.
Best Paper Award 2018/2019 Winners:Learning- Every damn day from Vanessa Oshima and The real story ends in Landfill from Crawford Hollingworth.
Recognising innovation opportunities based on customer needs online is labor intensive, as user-generated content grows exponentially. Machine learning takes the insight process to a new level by utilising machine's and human's individual strengths. In the following, we are sharing our leanings from a project that allowed a direct comparison between human-driven and machine-driven approaches in qualitative research: classic Netnography conducted by researchers versus machine-enabled research supported by algorithms.
Exhaustive manual coding of open-ended responses is still an everyday reality. Thanks to technological advances we nowadays have text analytics. The main models behind it can only unleash their power with longer text, not with short statements we often face in market research. I explored models used for analyzing Twitter and Co. and transferred them to open-end analysis, with promising results.
2016 was coming to an end but in Danette we had no reasons to celebrate. Since 2013 the brand had decreased 23% its volume and 26% its penetration. As we knew consumers still loved our products we revised our communication. For 3 years we had been talking about Danette as a family sharing product, both tasty and kind of healthy. After 6 months of combining traditional market research with deep social network listening we achieved a much better understanding of Danettes positioning in sweet-cravers life, turned over our communication strategy, executed a 360 campaign born in Twitter and grew +34%.