Six market researchers from around the world have been set the challenge to independantly analyse 130,000 open ended comments gathered from a survey sent to 20,000 people in 10 different countries around the world, to try and uncover some of the hidden keys to happiness.The idea behind this project was to do some research away from the commercial world market research, to find out how different cultures see themselves by analysing what people say in their own words about themselves.This unique survey asked people around the world how happy they felt and then examined how they saw themselves and included questions on their lifestyle, their expectations, goals and what thought would improve their lives.The range of questions asked in this survey included:How happy are you feeling?What would improve your life right?What did you eat for dinner yesterday?What piece of advice would you pass onto the world?How would you describe yourself in 5 words?What are some of the things in life you enjoy?What are some of your long-term goals?How you think your life will look like in a years time?What would order as you last meal if you were on death row?The survey was fielded in US, Brazil, Canada, Netherlands, Italy, Portugal, France, China, India & Japan to 2,000 online nat rep respondents in each country.Find out what incites the different teams of researchers uncovered in this fun 1 hour session, where you will also learn about some of the techniques used to analyse unstructured data and what you can with multi-country open ended feedback and what are some of the challenges.Have they discovered the secrets to happiness? Well there is only one way to find out?sign up for this session on 10th November.The session is being moderated by Jon Puleston, VP Innovation for Kantar Profiles Division.
How connected data can unlock contextual understanding of your brand?s target audiences.Your audience is leaving vast amounts of data in its wake, but it is often fragmented and inaccessible due to various regulations, trends and challenges in the MarTech landscape. How can you connect it all together - in a scalable, repeatable and compliant way - for greater understanding and better decision making? You need the right infrastructure and technology to future-proof your approach to holistic consumer insights.In this webinar:Uncover what connected data means now and for the future of consumer intelligenceWalk through new and existing marketplace trends that are creating challenges for connecting the data dotsExplore use cases of companies that are connecting data for ad measurement, survey data enrichment, audience segmentation and moreUncover practical ways to connect data for greater understanding in today?s complex consumer landscape
The biggest recent development in the market research/insights profession is the explosion of secondary data resources.Companies today have more data than ever, from traditional syndicated studies to government databases to vast digital data warehouses but are struggling to synthesize it all into actionable insights.Join secondary research expert Paul Hunter to explore the latest developments in this rapidly evolving sub-field of market research. Topics will include:The Secondary Data Landscape: An overview of the secondary data resources available today, from ?old-school? syndicated sources to ?new wave? digital data repositoriesSecondary + Primary: How to combine insights from secondary research and primary research to ?triangulate on the truth? -- so that the whole is greater than the sum of its partsEthical Issues in Secondary Research: Learn the latest about privacy and other ethical considerations, including details on what laws like GDPR (Europe - EU) and CCPA (and several other states beyond California) mean for market researchers
Over the last several years, a great deal has changed in terms of the types of data available for analysis; the sources for such data, the ways in which researchers acquire and analyze it, the technologies used, the industry players, and the regulatory environment, to name a few.In this webinar you will learn how to shape social intelligence through integration of unsolicited opinions ? posts from social media in multiple languages annotated with brands, sentiment, emotions and topics ? with solicited opinion - surveys and focus groups where questions are asked. A common theme will be the challenge of working with unstructured data, that is, text, images, audio, and video.
In this webinar session, powered by ESOMAR in collaboration with the University of Georgia, and Market Research Institute International (MRII), you will benefit from 3 high-impact takeaways:1. Understand how the business assesses information need and integrates different data streams;2. Mini-case studies that reveal exactly how secondary-data sources can deliver fresh new business-boosting insights and outcomes to your marketing;3. Today's key secondary-data sources, and types you can effectively leverage.
The key to maximizing market research's value in the age of data science.
Interview with Horacio González, Global AI & Unstructured Data Lead from Kantar Mexico.
Doctor When will see you now. The time traveler's guide to consumer insights: How to foretell your consumer's destiny accurately with big & small data.
Out-of-Home (OoH) media has always been in trouble regarding measurements. Although great effort, resources, money and time has been spent in many countries, the complexity of the media - due to its geographical dispersion, volume and granularity - have been a headache for most researchers. The OoH medium has been difficult to measure due to its inherent nature to spread across the country, with each location measuring differently so that averages or simple models do not suffice to show the true potential of the medium. Methods for measuring trips to the locations of OoH audiences have evolved from paper questionnaires, to telephone interviews, to computer-assisted, to tablet- assisted, to using small GPS devices carried by respondents. In all cases, it was always previously expensive and slow. Therefore, when new requirements suddenly appear, due to the âdigital kingâ, it makes the current OoH methodologies appear old, even to more senior research participants. Of course, this impacts the perceptions of the media itself, as the media planning tool lacks the advantages of other media such as âfreshâ data. We think that only with the mix of several data sources, each one contributing its strength, can we provide the accurate information that we need for our goal: a worldwide OoH audience measurement.
Out-of-Home (OoH) media has always been in trouble regarding measurements. Although great effort, resources, money and time has been spent in many countries, the complexity of the media - due to its geographical dispersion, volume and granularity - have been a headache for most researchers. The OoH medium has been difficult to measure due to its inherent nature to spread across the country, with each location measuring differently so that averages or simple models do not suffice to show the true potential of the medium. Methods for measuring trips to the locations of OoH audiences have evolved from paper questionnaires, to telephone interviews, to computer-assisted, to tablet- assisted, to using small GPS devices carried by respondents. In all cases, it was always previously expensive and slow. Therefore, when new requirements suddenly appear, due to the digital king, it makes the current OoH methodologies appear old, even to more senior research participants. Of course, this impacts the perceptions of the media itself, as the media planning tool lacks the advantages of other media such as fresh data. We think that only with the mix of several data sources, each one contributing its strength, can we provide the accurate information that we need for our goal: a worldwide OoH audience measurement.