Are wearable devices like Google Glass viable alternatives to mobile handsets for market research? Our emphasis is on image capture for diary and journal studies where handsets deliver a point-of-experience advantage over other methodologies, but where the convenience of quick eye or wrist-level photography could provide additional benefits. It may be easier to capture images and they may be more representative of the experience â but might the quality and volume lead to difficulties with codification? Weâll assess the respondent experience, the types of image captured and how image recognition techniques we use for mobile image data could be applied. Weâll also report on the technology, covering usability, reliability and an initial view on integration to the data collection process.
Are wearable devices like Google Glass viable alternatives to mobile handsets for market research? Our emphasis is on image capture for diary and journal studies where handsets deliver a point-of-experience advantage over other methodologies, but where the convenience of quick eye or wrist-level photography could provide additional benefits. It may be easier to capture images and they may be more representative of the experience â but might the quality and volume lead to difficulties with codification? Weâll assess the respondent experience, the types of image captured and how image recognition techniques we use for mobile image data could be applied. Weâll also report on the technology, covering usability, reliability and an initial view on integration to the data collection process.
We will describe the case of the cookie brand Toddy, which managed to transform a problem (product scarcity/complex production context) into an opportunity to position the brand and connect with its target market. The marketing team took advantage of the digital medium as a strategic tool to listen to Latin American adolescents, find out more about them and take action based on these insights. Learn how you can do the same.
We will describe the case of the cookie brand Toddy, which managed to transform a problem (product scarcity/complex production context) into an opportunity to position the brand and connect with its target market. The marketing team took advantage of the digital medium as a strategic tool to listen to Latin American adolescents, find out more about them and take action based on these insights. Learn how you can do the same.
Wikipedia, the biggest (online) encyclopedia the world has ever seen, has an enormous impact on how information and knowledge is being codified, presented, and consumed today. Thus, it is essential to observe the social actors behind the project. Questions that need to be asked are: Who are the Wikipedians, the thousands and thousands of volunteers that write and edit and rewrite the millions of Wikipedia articles? What motivates them to undergo this laborious but un prestigious task? Quantitative surveys do not bring answers to these questions. However, ethnography seems to be an appropriate research method for exploring the lifestyles, daily routines, and beliefs of those diligent editors.
The vital ignition for the development of the advertising and research industry in the CEE region is multi-platform communication and its measurement. Internet slowly becomes a traditional medium, but it gets a new meaning considering its complexity. Mobile, video, social media... during this presentation you will see that not only online measurement in CEE is well, but it also sets global trends. You'll learn about the regional internet landscape and about the development of the industry, which just a decade ago was at the beginning of its fascinating journey.
This paper envisions the future of insight and sees the walls between quantitative and qualitative research brought down thanks to new digital technologies. A project case study that catalysed decision-making and pushed new strategies within the world's largest record company, Universal Music is explored. The authors describe the project's context, methodologies and factors leading to success, discuss how it fuses quantitative and qualitative approaches and techniques, describe the steps taken to boost engagement with the consumer and the company, and indicate its strengths as an insight model for other companies working in fast-changing creative industries.
The 'long tail' of digital media creates new challenges, not only for audience measurement but also for the design of media research databases, analytical systems and reach/frequency models. Current reach/frequency and optimization models generally work from the 'bottom up' as individual media units are selected and combined one at a time. This paper describes a 'top down' solution for Out-of-home and its broader implications for increasingly fragmented media, notably digital and on-line, whose currencies are produced by the integration of diverse data sets.
This paper is based on a study led by Dr. Barbie Clarke, Family Kids and Youth, with the support of Andrew Harrison, CEO, The Carphone Warehouse, and Marc Goodchild, Head of Interactive and On-Demand, BBC Children's. The authors will present the main findings, illustrating the ways in which children are using digital technology, in particular how it is used to communicate emotionally. They will outline steps that organisations might take to meet the needs of their young audiences (while ensuring their safety and protection). Included are implications for researchers and opportunities for future research.
Privacy and data protection are assessed from a historical perspective through to the present in this paper. The authors address observable trends, developments and novel platforms that starkly present the opportunities and challenges we encounter in this area and introduce directional insight into consumer expectations about data collection and behavior of digital platforms. The somewhat competing interests of reliability or accuracy versus privacy are introduced and the paper concludes with a look into cross-sector partnerships which are intended to facilitate data sharing but which strain the distinct obligations that separate industries may impose.
Qualitative market research interviewing (qMRi) used to be about exploring respondents' innermost feelings in the framework of Freudian psychology. More recently qMRi has become more of a process and less of a craft. We tend now to ask people for their views on specific questions or issues, employing detailed and pre-set topic guides. The growth of social media has added a new dimension to the challenge of being a qualitative researcher in 2010. Do these channels offer more or less useful data for qualitative research? Can we regain, or will we continue to lose, the essence of qualitative interviewing? How can we use digital media to the benefit of qMRi? This paper will examine these issues and offer several recommendations.
New digital media streams have opened completely new lines of interaction between brands and consumers. It is widely considered that the softer and more emotional aspects of advertising campaigns can trigger a response that strengthens the success of the brand through consumer involvement. This study evaluates the needs of digital consumers in Brazil with the aim of providing insights to support companies in better positioning digital campaigns and online interactions in order trigger positive spin offs for their brand.