The main goal of this presentation is to open a discussion around internet research (quali & quanti and panels), whether the offline audience is still different vs online, and whether you need to check the online results with ethnography.
C-Suites around the globe are asking for real-time measures and market research budgets are cut. Can we really substitute costly brand trackers with AI-generated predictions out of social listening data? Intel took it to the test.
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-customers relationships with telecom brands through social media conversation. Key pain points were diagnosed and opportunities for action highlighted. The model and underlying data can now be accessed through an interactive dashboard enabling rapid visual analysis.
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-customers relationships with telecom brands through social media conversation. Key pain points were diagnosed and opportunities for action highlighted. The model and underlying data can now be accessed through an interactive dashboard enabling rapid visual analysis.
There is a growing belief in the marketing industry that traditional market research tracking methods are less predictive of millennial behaviour than for that of older generations and that Millennials can best be understood and measured by their online behaviour and social media conversations. In this paper, three studies that address this millennial market research effect are presented: one looking at the entertainment industry, a second looking at consumer technology, and a third that assesses consumer packaged goods purchases. The first study demonstrates the effect, while the remaining two studies address possible reasons for the effect, including increased desirability effects among the "digitally native". The implications for brand tracking are discussed in detail.
This presentation explores how Coca-Cola's culture of high brand execution performance in the point of sale and a tracking technological solution can leverage channel and trade strategy to the next level. It will showcase how transferring and operating a regional standardised brand execution model to the local level, generating actionable and proactive response to competence and the market on the go, provides full objectivity and visibility to channel administrators and executors, and creates a real link between execution and impact on sales.
Most clients are on a quest to continuously review and improve the services they provide, both centrally and locally. One of our panelists set out on a journey that gave place to a big debate. They conducted a large benchmarking exercise, with industry leaders in other multi-national companies, to understand how they were conducting their brand tracking studies: the role tracking has, the challenges they face and the innovations they are adopting. What emerged was a group of thought leaders with a remarkable willingness to share their experiences, both the good... and the bad! Join the Talk Show, as our invited guests reveal the main themes they had discussed in their quest to find the brand tracking sweet spot.