In today's world it is well known that information comes from many different sources, simultaneously and in very different formats. In this context advertising can no longer be considered as one homogeneous platform, but as a separate unit within a media plan. Marketers need to think and do, faster than media consumption and for this reason it becomes increasingly necessary to recognize the role/importance of cross-platform campaigns for maximising the efficiency of marketing investments overall. Because, let's be honest, modern times require us to do much more with much less. With our presentation, we will share ideas about how to potentially increase the campaign's reach and efficiency using a cross-platform marketing strategy.
During times of economic uncertainty, you might have to slash market research spend. But without data-driven understanding of your customers, it's unlikely that you will continue to be able to address their needs better than your competition. So what can you do to stay competitive and on budget?In this webinar, we'll explain how effective knowledge management can help you make the most of your market research by minimising unnecessary costs and maximising value.
Learn how to improve time, cost and relevance on research for/with corporate clients.
Learn how to improve time, cost and relevance on research for/with corporate clients.
PepsiCo and Zappi's global alliance is changing the dynamic of how research is framed, analyzed and applied. Automation brings significant advantages such as costs and timings, as well as the path for better more structured research.
PepsiCo and Zappi's global alliance is changing the dynamic of how research is framed, analyzed and applied. Automation brings significant advantages such as costs and timings, as well as the path for better more structured research.
This paper is about the fusion of quantitative with qualitative research. It showcases how quantitative segmentation (and the resultant prime target market identification) and qualitative prime target market motivators can be undertaken in a single source study. The fusion of Stage 1 Quantitative Segmentation with Stage 2 Qualitative Motivators enables costs to be reduced by approximately 25% compared to traditional two staged research. In essence, the result is quantitative segmentation, qualitative motivator, single source data and qualitative insight with quantitative numeracy.
Innovation of qualitative/quantitative fusion, evidenced through a case study. Envisage a segmentation study that also identifies psychological motivators: deep qual insight with quant numeracy. But wait, there's more, costs down 25% and time down 50%!
This case study outlines the way insights automation has paved the way for the efficient democratization of insights, to create a strategic role for market research within the corporation.
Market research has also been transformed and has accelerated, especially online. As a medium for collecting data, the Internet undeniably offers a number of advantages -in addition to speed, it also helps to bridge distances bringing proximity. Although its representativeness might still lag behind telephone or face-to-face studies, it provides additional advantages. Insiders say, for example, that the use of online multimedia enables advanced research techniques. The quality of open answers will be better with online research than with other methods of questioning. And last but not least: online research is cheaper. Five years ago it was assumed that the Internet would lead to research becoming faster, cheaper and better. Better? Is this in fact what has actually happened? More specifically, how is the medium handled in practice? How is online research applied and used? It is evident that the variety of access panels has stimulated a lot of debate. Some critics say that panel management is often inadequate, with insufficient attention being paid to tracking who is being questioned about what and when. They claim that some respondents are questioned too frequently, with the result that different surveys can influence each other. Others say that paying people to participate has led to the creation of the professional respondent. We take the time here to give some critical consideration to online research. That this form of data collection has many intrinsic possibilities is without doubt. But in our haste to acquire the instant answer, are we paying enough attention to how we use the Internet in our hurried modern lives with so much pressure on time? Which issues deserve more attention in the future so that we can retain self determination in managing the dynamics of research- instead of being the victim? The discussion has been opened!