How do you handle more than 5 million verbatims and creative proposals in just two weeks?
How do you handle more than 5 million verbatims and creative proposals in just two weeks?
This paper is a contribution by the WIN Network (international association gathering leading independent market research and polling firms in their respective countries), to discussions on changes in the polling industry. Drawing on feedback from one of its members (bva-group.com), which tracked the 2017 French presidential election using various sources of data (web listening, an online community, and polls collected via POP2017 public opinion platform), it also presents the results of an experiment conducted with two behavioral scientists at the Santa Fe Institute (USA). The purpose of this joint research, which was conducted during the French presidential campaign, was to better understand the factors ? particularly social bubbles ? that influence voters as well as measure the impact of fake news on public opinion.
The market research industry in France is coping reasonably well with the economic slowdown, but growth is unevenly distributed, as is optimism. For most agencies this is a time for battening down the hatches until hoped-for recovery in 2004.
The unexpected success of Jean-Marie Le Pen in the first round of Frances recent Presidential election came as a shock for not only the nations politicians but its pollsters. As elsewhere, political opinion polling constitutes only a small fraction of survey research activity but is largely responsible for public awareness of the research industrys existence.
This paper addresses the importance of brands (particularly clothing brands) and their symbolic capital to youth in suburban Paris.
Recent studies in the United States concerning short term advertising strength and effective frequency have triggered numerous important questions in Europe. In France, the great majority of advertisers continue to use pulsing strategies. Single-source data has been available in France since 1996 creating new research concepts in addition to direct STAS application. This document describes sixty-nine STAS calculation results. Also developed in this document are different approaches to recency and the best way to test media planning alternatives.
The year of 1996 was unbelievably rich in events for radio researchers in France. Not less than two panels were operated as well as the year long DAR audience survey. These events led to some confusion among market actors, as some radio stations were involved in all research while others strongly disagreed with the new panel experience as it may introduce uncertainties in the minds of users, of advertisers, and lead to a loss of credibility of the research itself and, consequently of the media.
The 1996 is the year of the launching of French single-source research with a data base, named TVScan, providing meter audiences together with scanner-collected purchases. A case study illustrates the approaches developed for integrating the marketing target in the media strategy, and measuring the advertising effects on real purchase behaviours.