As The Wall Street Journal reported last year, streaming services such as Netflix and a rise in original TV programming have impacted the once-lucrative syndication market. After taking major losses on network hits, cable executives now have to scrutinise the value of rerunning a successful show before investing. Viacom has built an accessible, visually appealing app that uses statistical and machine-learning techniques, such as clustering, predictive modeling, and collaborative filtering, to help the media industry make quick decisions that will benefit brands and their audiences. By "gamifying" data, we have made the app user friendly for acquisition experts, marketers, content strategists, and others outside of STEM fields who have shied away from quantitative analyses in the past.
On 24 March 2016, one of the market researchers of the Dutch Tax and Customs Administration (the tax authority) was invited by the Dutch King to tell him about the insights gained on the Dutch citizens in relation to self-reliance and what that means for the tax authority's struggle between trust and regulation. It wasn't a coincidence that the market researchers from the tax authority were invited for this session; they have been telling stories about their customers the Dutch tax payers for several years in order to change the mindset of employees from acting on processes and regulation to customer centricity. In this paper we share how we achieved this by means of creative research methods and storytelling techniques and tools as visualisation and gamification.
Automation makes it easy to ask more from our respondents without fully considering the impact on engagement. While video and voice techniques offer hope to increase insight, do these just make it more difficult to engage respondents? We examined the value exchange between respondent and researcher as mobile research pushes the boundaries of privacy. What must we give our respondents in order for them to give to us? We will learn the best way to incentivise respondents to stay engaged with a week-long diary, submit photos and answer our questions using video and voice-to-text. Can we engage our respondents with items outside the research process that might induce greater stickiness with the given task?
On 24 March 2016, one of the market researchers of the Dutch Tax and Customs Administration (the tax authority) was invited by the Dutch King to tell him about the insights gained on the Dutch citizens in relation to self-reliance and what that means for the tax authority's struggle between trust and regulation. It wasn't a coincidence that the market researchers from the tax authority were invited for this session; they have been telling stories about their customers the Dutch tax payers for several years in order to change the mindset of employees from acting on processes and regulation to customer centricity. In this paper we share how we achieved this by means of creative research methods and storytelling techniques and tools as visualisation and gamification.
The use of games as a part of the qualitative toolkit, contrasting their use in market research with user experience, service design and design thinking, is addressed in this paper. The relevance of games and potential in Asia-Pacific is showcased trough the games and play that were used to better cased trough the games and play that were used to better understand motivations and behaviour in the finance sector in Indonesia. Furthermore demonstrated is how games are particularly relevant for Asia, that they reveal what Behavioural Economics states, and are a mechanism for teams to not just communicate new ideas but for stakeholders to vividly experience themselves.
Segmentation is crucial for investment prioritisation, smarter communications, meaningful innovations to capture growth. Furthermore, a holistic segmentation provides "common tongue" - a shared marketing language to be integrated and embedded in all parts of the organisation. This paper seeks to illustrate how creative- embedding through gamification combined with sophisticated database targeting was effective and catalysed a paradigm shift in a leading telecommunication business in Malaysia.
This paper explores the science of prediction and looks at how prediction techniques could be more effectively utilised in market research. It provides advice on the best way to ask predictive questions and the best techniques for conducting predictive research. This paper shows the results of six months worth of ground-breaking research which we hope will open up the research industry towards understanding this topic.
Using the example of a research project for the CSOB, a leading Czech bank, this presentation demonstrates how a research assignment can be turned into a highly useful, multi-purpose tool benefiting both the client and the bank's customer. Results delivered by conjoint analysis on the bank's personal banking product portfolio were used to develop an educative online game that simulates a sales communication of bank representatives with their customers. As an innovative concept for training the sales force, the game was eventually merged into CSOBâs internal education system.
Generation Y (aged 15-30) is the most marketing savvy generation ever. On a global scale, this new consumer cohort is much larger than the previous generation X and their impact on society will soon surpass the Babyboomer's largely documented influence. But what drives this fickle generation and how can global brands really connect with youth worldwide? This paper highlights the key dimensions behind cool brands derived from a research community connecting urban youth in 15 different cities around the globe.