What's it about?Mars always strives for insights management excellence, which led them to launch their ?Zero Waste Research? initiative in 2020. . But the need to supercharge insights management meant this initiative quickly became critical with business landscape changes, a global pandemic, and pressures to do more with less. In this session, Mars & Market Logic will share how a partnership co-created a smarter, more innovative insights management platform to underpin their journey to Zero Waste Research. This session will also share details around Mars? robust testing methodologies that helped facilitate this process. The team will then deep dive into some of the great new features, including exciting new integrations with top research partners and products, as this initiative and partnership continue to evolve in 2022 and beyond. They?ll also look beyond the platform, considering imperatives for change management and user adoption across all functions. Finally, the team will present some best-practice ways of working that continue to aid in their long-term, successful insights management strategy. What's in it for me?A first-hand account of the Mars insights management journey and how they approach ?Zero Waste Research.?Learn how to combine technology and effective partnerships to supercharge insights managementWalkthrough of the various methodologies and processes that made this a successA deeper understanding of how to integrate to research partners, vendors and tools streamline insights and knowledge managementTips and tricks for change management and integrating new ways of working for successLive Q&A with industry-leading insights experts Who is this for?This session is a must-see for any enterprise insights professionals and management interested in taking their insights teams to the next level. This session also has broader takeaways for various business functions and is open to anyone looking to gain a deeper understanding of how proper insight management can lead to greater innovation and growth throughout your organisation.
What's it about?Developing and deploying technical innovation is just the first step in enabling digital insights. The next step, and arguably most critical, is integrating it into working practice. ?If you build it, they will come? does not work, despite the best strategic intentions. It is imperative to plan and implement effective adoption and engagement strategies, alongside the technical capabilities. What's in it for me?Join PepsiCo, Lucy, and Zappi in this follow up to the first in the series: ?PepsiCo?s Quest to Democratize Knowledge.? They will walk us through their first-hand experience on how to effectively tackle adoption. They?ll examine the implications of this process for a global enterprise and the roles each of them needed to play for it all to come together. You will learn tips to overcome the common hurdles of change management and the importance of leadership and storytelling, including five key strategies (and examples!) PepsiCo used to move from deployment to successful adoption. Who is this for?All those interested in how to drive technical adoption across an organization
Join this webinar for tips & tricks on integrating research processes and modern research methodologies with best-practice knowledge management capabilities.Markets keep changing, competitors multiplying, and new innovations can become obsolete in the wink of an eye. To adapt, companies must encourage insightful problem-solving, bringing actionable learnings to the business more quickly. This means insights teams have to do more with less. Research processes need to be streamlined and improved across organizations, to deliver answers to questions at the speed of the business.In this joint session between Zappi and Market Logic, we?ll learn how technology helps insights teams and organizations to overcome this challenge. Zappi, the leading ad & innovation testing platform, and Market Logic, the leading insights platform for scaling insights-driven decisions, will discuss integrating research processes and modern research methodologies with best-practice knowledge management capabilities. This includes tips & tricks from their experience working with the world?s best brands.Key takeaways: How to boost research productivity by digitizing manual processes so your team can focus on improving outcomesSupport the business by democratizing data, socializing ideas and making decisions a collaborative processStrengthen your knowledge asset by updating it with intuitive, ready-to-use insightsHelp your teams to find more answers, meaning less admin and more time-solving problems
The 2021 Users and Buyers Global Study recognizes the fundamentally important role that brand-owners play in determining the shape and structure of our profession. This is the first in what we hope will become an annual monitor study. This research establishes a benchmark of how insights are viewed and commissioned within brand-owning organizations, and the key criteria applied to what is considered 'good' and 'successful' research.Join study author Ray Poynter of NewMR and guest Kajoli Tankha of Microsoft to learn:Key findings from the research.How research customers are driving innovation, change and evolution of the insights and analytics industry.The growing demand for speed, instant feedback and digital solutions.
In September of 2020 and again in March of this year, ESOMAR joined forces with around two dozen associations worldwide to conduct a global survey of client-side researchers. Its purpose was to improve our understanding of changes in the way brands purchase and use research. The webinar discusses the key findings of this survey. In this session, Michelle Gansle, VP of Global Strategic Insights at McDonald?s, moderate a discussion of these and other issues being faced by clients with two client-side researchers: Barry Jennings, Director, Cloud + Commercial Business Planning Insights at Microsoft, and Nicole Umana, Global Lead, Agile Innovation at Mars Wrigley.
Customer insight is the number 1 capability for the C-suite, yet the perceived need for market research diminishes. Based on group discussions extra interviews with end-clients, we highlight the challenges CMI departments face and how they cope.
Despite an increasing concern for marketing among industrial firms, many executives are disenchanted with their firm's marketing efforts and remain somewhat reluctant to undertake expensive market research. How much of this disenchantment is due to mutual misunderstandings by the client and the research organisation as to the specificity of industrial marketing and the contribution of marketing research to industrial management? In order to help answer this question, the paper indicates how much the time lag in extending marketing research to industrial markets may be explained through - the specific responsibilities of marketing in industrial firms, - the inappropriateness of data collection and processing methods used in industrial markets, - the marketing myopia of research organisations. The paper then presents some of the most immediate challenges of industrial marketing research: real understanding of the concept by its clients, transformation of market data into marketing information, contribution of such information to strategic planning, etc... Finally, a "new product offering" is suggested to the market research organisations, which may help them in contributing to the growth of both the profitability and the research budgets of their "new clients".