Vento is a new mindset of doing research in which content engagement is fundamental in a new logic. A digital space where collaborators' engagement determines an innovative way for consumers and brands to work together.
The Great Communication Experiment is a pilot project carried out by Coca-Cola with Keen as Mustard Marketing to find out how to improve internal communications for the insights team. In particular, the study looked at how to influence broader stakeholders within the business, those who are not directly involved in insight projects but who would benefit from the knowledge in their research and insights.
This is a story about how research can create a spark that propels a company forward- a story about how to engage internal stakeholders in novel ways, and achieve impact as well as a culture change. Equipped with personal life journeys around language learning in four countries, we set out to change hearts and minds of the Babbel team and spurred initiatives from two new products to a new customer insight training course for team newbies.
Posting and sharing photos is considered one of the most popular online activities. In Britain, Dutton et al., characterized this activity as the most frequent and engaging Internet activity. In the US, 62% of the adult Internet users stated that they post or share pictures on the Internet (PewResearch, 2013). Despite its relevance, no research has been done exploring the use of sharing photos to answer survey questions. Since most of the mobile devices nowadays have a camera, and most of the mobile users are used to upload photos to the Internet (Ibid), there is a clear opportunity to test the possibilities and limitations of answering questions by taking and sharing photos.
Imagine a future where children future-proof innovation ideas targeted at adults; where consumers become researchers; where research participation rivals the popularity of Pokémon Go... experience a visionary insights future that is INSIDE OUT!
This paper will describe how HBO has developed an innovative market research strategy integrated into a single platform: surveys, online communities, mobile research, gamification, digital ethnography and big data analytics. We want to share with the global research community our main learnings along the way, as well as a road map that anyone can follow in order to transform their market research studies from boring activities, into ongoing fun and engaging experiences, and how we've used results to better support our programming and marketing teams in their agile decision-making processes.
This paper will question the role of objectivity across three parameters: a) what motivates us as human beings, b) key cultural shifts which have taken hold and introduced a change in values and 3) a change in client priorities. This paper will then go on to demonstrate a move away from traditional objectivity in market research by outlining a case study conducted by Northstar Research on behalf of Jaguar Land Rover.
While the ideal marketing research study drives change, only half of research studies succeed at that goal. Similar to guerilla marketing, the solutions often lie in unconventional and creative ways of engaging the audience, obtaining a maximum impact at a low cost. The current best in class is to approach the delivery of results as a service with multiple touchpoints in time, adding formats like interactive workshops and consulting. This paper explores making research more impactful by making it experiential. Making insights memorable and increasing consumer empathy are key step stones to reach that goal.