This presentation details the exploration of various machine learning algorithms/models, which are tested on different market research studies collected using face-to-face (F2F) data collection in East African markets. The supervised machine learning techniques such as Decision Tree, Random Forest, Gradient Boosting Machine (GBM), Deep Learning and unsupervised machine learning techniques such as K-means clustering and Isolation Random Forest have been explored. The results are very promising and show great potential to bring such AI-based techniques to mainstream data quality control and quality assurance, as well as to address some of the key challenges faced by F2F data collection, which is still prominent in emerging markets, such as (East) Africa.
Best Representative Awards 2019 in the Emerging Markets and Developed Markets.
Home isn't a place, it is a feeling. This presentation explores the pathos of home and how it's changing, how it differs across the diverse APAC region, and how the changing nature of home has wide-ranging business implications for brands and categories (media and content, personal care and food). The presenters will also share their knowledge on how they used film to not only gather the data on such an abstract concept but to also communicate the findings in an engaging and effective way.
Consumer learnings from this work have been integrated into new communications in local markets, they have supported changes in concepts, and the positioning of new projects. GSK now has a much stronger future pipeline for new generation innovation.
Consumer learnings from this work have been integrated into new communications in local markets, they have supported changes in concepts, and the positioning of new projects. GSK now has a much stronger future pipeline for new generation innovation.
A new people-centric approach combined with LIVE development of innovation allowed teams to come up with some disruptive innovations for Danone Waters (plain water & Aquadrinks) across key markets (Mexico, China, Indonesia, etc.).
A new people-centric approach combined with LIVE development of innovation allowed teams to come up with some disruptive innovations for Danone Waters (plain water & Aquadrinks) across key markets (Mexico, China, Indonesia, etc.).
Mobile surveying is a new tool in the researcher's kit that is rapidly evolving. Following in the footsteps of other new technologies, mobiles use and limitations are being tested in the field and R&D departments around the world. Nowhere are its benefits as useful or highlighted than in the emerging markets. Accessible to the full Living Standard Measurement (LSM) spectrum, able to penetrate remote or dangerous regions, and cost effective to deploy, mobile tech is opening up a whole new geography of consumers and demographics.
This document covers the take away learnings from a string of experiments in which we took a high-level approach to incentives. They focus on discovering the best practices of motivation in these rapidly developing markets, specifically Africa, with the ultimate goal of understanding panelist behaviour to find broad strategies that can be honed and maintaining happy panelist. We hope to share some of the insights we have gained and encourage the use of experimentation of mobile surveys.
Semiotics is a thriving specialist marketing insight methodology. Many leading global brands and organisations are now effectively using semiotics to inform brand strategy, communication, design or NPD. For a methodology that is constantly engaging with emergent codes and changes in culture, MENAP markets a specific challenge: how to capture the consumer context in cities with transient workforces, patchwork cultures and rapid economic/social change? This paper aims to introduce how in-depth semiotic research and the Cymbol app can directly interact with cultural influencers and consumers.