As the world's largest mobility retailer and one of the biggest oil and gas companies, Shell's growth goals are equally monumental: double their retail business within ten years. In this webinar, James Johnstone (Head of Global Customer Insights at Shell) will share how their market insights platform, CI Heartbeat, empowers them to help their resource-challenged marketers reach their ambitious commercial targets by working smarter, not harder.CI Heartbeat, powered by Market Logic, is home to over 40,000 secondary sources as well as primary research documents and concept tests. They are enabling marketers to self-serve information themselves, instead of requesting it from the insights team. This means no waiting time, as questions go directly to the platform, and so far, it's working: user engagement is impressive with up to 60% repeat visit rates. Marketers are also enticed back to the system with engaging knowledge zones easy-to-browse, magazine-style webpages on strategic topics carefully curated by James' team. They can also build their own.In addition, marketers commission new research in local markets; James and his team provide guidance and support with an insights wizard. Instead of trying to stop marketers from conducting local research, the wizard guides them through the process, helping to select the best methodology and sending the completed, best practice research brief directly to the recommended supplier. Once they're ready, the supplier imports all results back into the system, so everything stays in the same place.
Watch the latest episode of Brands Connect as Coca-Cola and United Healthcare discuss around the headline topic: Can we really predict the future? Should we?
Live Q&A session within the interview on Innovation and Reinvention with Begoña Fafian from Coca Cola and Estrella Lopez-Brea from General Mills.
The 2020 Global Market Research report reviews the size and performance of the market research industry using data collected by national research associations, leading companies, independent analysts, as well as ESOMAR representatives. The report is widely used as a point of reference for business investment plans, growth opportunities, merger and acquisition preparation, research projects, academic theses, market studies and reports, as well as advertisements. This year's report includes the research turnover and growth data for more than 100 countries, world areas and regions with a close look at the expectations of the industry for 2020 in light of the pandemic. It also proposes a redefinition of the industry more comprehensive and more inclusive and presents the World's Top-50 largest companies and the segment they belong to.Check it out on the ESOMAR Publications Store!
Brands Connect launched at the Insights Festival 2020 is series of client-side conversations where Begonia Fafian, Western Europe Knowledge & Insights Director at The Coca-Cola Company, interviews her industry friends, giving insight into what the community is thinking, where it is innovating and where it is failing and pushing forward. The pilot hosts Joaquim Bretcha Boix, ESOMAR President, and International Director at Netquest.
For some time now, market researchers have realized that the volume of behavioral and attitudinal data now being generated, literally on an hourly basis, has the potential to fundamentally change how we help our clients better understand their customers and the markets in which they compete. The technologies and tools required to access, combine, and analyze these data already exist, and marketers and advertisers are using them on a broad scale. But within the market research sector, the promise of so-called 'big data' remains unfulfilled.This webinar will explore these and related issues. We will look at some of the ways in which marketers are taking advantage of the data tsunami to create powerful new insights about consumers. We also will consider the ways in which two values that comprise the foundation of market research -validity and respect for the privacy of those whose data we process- need to be rethought in this new context. Attendees will come away with a renewed sense of what is possible when working with these data, and a clearer perspective on the challenges market researchers face as they transition their work to these new ways of developing insights.
During COVID-19, all of us have been forced to do more with less. McDonald's has been forced to cut menu items to streamline work in its kitchens. Dig Insights, as a research partner to McDonald's, was challenged to develop a methodology to help them identify which items to cut. The methodology needed to be fast, affordable and rigorous. To meet this challenge, Dig Insights applied new analytical techniques to a methodology that McDonald's had been using to screen innovation. This approach allowed Dig Insights and McDonald's to understand the contribution of each item to guest count and unit volume. The end result was a clear picture on what items could be cut and what items needed to remain to effectively streamline the menu. This case study focuses on a QSR menu, but the same approach can be applied to many industries where there is a need to streamline a portfolio while still delivering strong results. Join us to learn how two leading companies are doing more with less.
Making sure insights are systematically used by your stakeholders in annual business plans is mission critical, but what to do when a pandemic disrupts your ways of working? When Coca-Cola McDonald's was forced to cancel their annual business planning event to prevent potential health risks, Stephanie Eaddy and her team used their Insights Connect platform from Market Logic to step up to the plate and support the process remotely. In this webinar, you'll learn how they successfully replaced in-person workshops and planning meetings, with a new self-service model, where experts curate critical information with key context, to democratize insights-driven planning for all stakeholders. This session focuses on the journey taken at The Coca-Cola Company to build a new culture of self-discovery and curiosity around consumer insights gathering to enable more people to get insights needed to get the work done. We will discuss: - Understand the benefits of internal digital transformation in your organization- Build a case for internal support and alignment to launch a pilot or something similar- Apply change management tips to help support the transition to a new way of working.
We are now less than 100 days before U.S. voters go to the polls to decide whether to stick with Donald Trump for four more years or make a change and elect Joe Biden. In this webinar, five North American pollsters will share their views on where the race stands, what seems to be the central issues, and how it's all likely to turn out.
The overriding objective of ISO/TC 225 is to maintain, and keep up to date, a single, comprehensive quality standard that sets out guidance and requirements directly relating to the way in which market, opinion and social research (MOSR) projects are planned, carried out, supervised and reported to the clients commissioning such projects. These standards cover all stages of a research project from initial contact between client and service provider, to the presentation of results to the client.This is a preview, for the full text please check it out the ESOMAR's Publication Store.
Critical thinking is a soft skill that can give researchers a leg up by driving thinking to be more disciplined and active. Strong critical thinking skills can help throughout the research process, from defining the problem to the presentation of the results. In this webinar, Susan Frede, Research Director at Aimpoint Research and Owner of Frede Research, will define critical thinking and discuss the following: - Activities involved in critical thinking- The gap between employers' and students' perceptions of critical thinking- Techniques to develop the necessary critical-thinking skills