For some time now, market researchers have realized that the volume of behavioral and attitudinal data now being generated, literally on an hourly basis, has the potential to fundamentally change how we help our clients better understand their customers and the markets in which they compete. The technologies and tools required to access, combine, and analyze these data already exist, and marketers and advertisers are using them on a broad scale. But within the market research sector, the promise of so-called 'big data' remains unfulfilled.This webinar will explore these and related issues. We will look at some of the ways in which marketers are taking advantage of the data tsunami to create powerful new insights about consumers. We also will consider the ways in which two values that comprise the foundation of market research -validity and respect for the privacy of those whose data we process- need to be rethought in this new context. Attendees will come away with a renewed sense of what is possible when working with these data, and a clearer perspective on the challenges market researchers face as they transition their work to these new ways of developing insights.
We all love and use buzz words. Such as data-driven marketing, big data and 360° customer insights. But what do they really mean? How do you put them in practice? The Belgian National Lottery put it all in action by blending different data sources.
We all love and use buzz words. Such as data driven marketing, big data and 360° customer insights. But what do they really mean? How do you put them in practice? The Belgian National Lottery put it all in action by blending different data sources.
The ad impact is often not obvious. Surveys provide blurry and quite contradictory answers. Behavioural tools turned out to be a godsend! By testing top brand campaigns with nonconscious research tools, we received unexpected non-trivial insights.
The ad impact is often not obvious. Surveys provide blurry and quite contradictory answers. Behavioural tools turned out to be a godsend! By testing top brand campaigns with nonconscious research tools, we received unexpected non-trivial insights.
Solving the problem of climate change was going to need more than a quick survey.
Solving the problem of climate change was going to need more than a quick survey.
Reduced cost by 30%, increased impact and scope by 200% while working in a market undergoing huge foundational change.
Reduced cost by 30%, increased impact and scope by 200% while working in a market undergoing huge foundational change.
Our approach enabled us to deliver findings that were grounded on naturally occurring consumer conversations about the condition. Incorporating social intelligence allowed us to build a picture of the sufferer journey not limited by structured questionnaire design or constrained by the time a primary qualitative approach would have taken. However, whilst it provided us with a blueprint there were knowledge gaps, we needed further context behind why patterns in behaviour were happening and only a primary asking phase could provide us with this insight. There has been at times a reluctance amongst market researchers to understand and embrace the change that is upon us, but in order to keep up with the demands on our industry and the change amongst participants, we have to start looking beyond our traditional toolset. Whether you're using data derived from social media activity, Google search activity or transactional data, the fundamentals of market research are ever-present applying these means were not tackling something new, it's simply an evolution. There will always be a place for surveys and primary data collection, however through integrating developing approaches such as social intelligence we can ensure we ask the right questions at the right time.