Data is the cornerstone of our profession. Engaging people to share their data with us, whether opinion or observational data, is dependent on engaging with them in relevant ways. And relevancy requires us to understand their device, media, and communication trends. In this presentation, we will walk you through the most important consumer trends, the data those trends yield, and how that data is being actioned in market research. What's the latest on mobile, wearables, and PC use? How are consumers using email and messaging? What does today's media diet look like in terms of television, radio, and digital content consumption? Where are people going online? What types of data are people willing to share, and what worries them? What new types of data and data sets are being used? And how do you know that all of this data is representative? We will explore all of this, and wrap up with a few examples that will inspire you.
The automotive market in India has become crowded over the years. Global giants have raised the bar. Indian brands are under pressure to offer better technology and feature-rich vehicles to match global standards. The business challenge was to identify which features would be profitable to launch in India and work out the optimal configurations at prices which would aid in single market share profitably. We devised a new pricing research technique that would replicate the real-life evaluation process of 100+ features, while keeping the uninterested and impatient Indian consumers engaged. The result was a 3D virtual showroom that has not only helped us to recommend the optimal price product portfolio, but has the versatility of application across other industry sectors too.
The automotive market in India has become crowded over the years. Global giants have raised the bar. Indian brands are under pressure to offer better technology and feature-rich vehicles to match global standards. The business challenge was to identify which features would be profitable to launch in India and work out the optimal configurations at prices which would aid in single market share profitably. We devised a new pricing research technique that would replicate the real-life evaluation process of 100+ features, while keeping the uninterested and impatient Indian consumers engaged. The result was a 3D virtual showroom that has not only helped us to recommend the optimal price product portfolio, but has the versatility of application across other industry sectors too.
The plummeting of response rates figures is a very well-known issue in the Market Research industry. While the possible ways to deal with this issue are plentiful, an unavoidable candidate is engagement, in particular among Millennials. We test the use of two innovative technologies in the field of Artificial Intelligence in order to improve survey engagement: Google Vision API for classifying images and a speech recognition tool to convert voice input to text. The results of both studies are positive and draw a promising landscape for further research.
Key findings from new research that provides insights on the practical application of gamification techniques, particularly in APAC, are highlighted in this paper. The authors explore how differing cultural tendencies might affect someone's willingness to abide by and play by the rules. The more we understand how the effects of society's culture and values relate to behavior, the more successful we will be in adapting gamification techniques at a local level and thereby unlock its promise of improving participant engagement and providing richer data.
Sonification is a new way of engaging consumers with the sensorial perception of a cosmetic product through sound and music. Qualitative consumer studies were conducted in Japan and Korea, aiming to examine how sound and music could enhance the product experience with consumers. This study confirmed that sounds and music, in addition to visual images, can be a key medium of communicating sensorial benefits of cosmetics.