In the groundbreaking Insights 2020 initiative, Kantar led a consortium which included LinkedIn, Wharton, ESOMAR and many others, and laid the foundation for understanding the importance of customer-centricity and the role of insights organizations in championing the customer in business planning and marketing strategy. Kantar is now updating this pioneering work, the first phase of which is focused on what the coronavirus disruption has meant for insights and customer-centricity. Based on the findings from one-on-one depth interviews with global insights and senior business leaders as well as the Kantar Compass survey of business impacts from the pandemic, this presentation will outline how the customer focus has been affected by the pandemic and what insights functions must do now to meet the challenges of the post-pandemic marketplace.
We know that 70% of our communication is non-verbal, while verbal communication adds another 7%. Yet, interpreting non-verbal communication by humans is a time-consuming and highly subjective process. For this presentation, we show how machine learning is making qualitative concept testing more efficient, more scalable, and more objective. We demonstrate how the latest cloud computing and machine learning technologies of emotion analytics and text mining were applied in the process of qualitative in-depth interviewing. The combination of the two methods help observe nuanced consumer responses that never before were capable of being observed and compared by humans.
In qualitative research, much can be gained by starting with broad questions which allow the respondents to express an attitude, behaviour, or thought rather than leading them with more pointed questions. But groups and depths are limited by time and budget. So can the process of qualitative exploration be applied at scale using AI and voice technology? Find out what happened when we tried. This paper sets out to test the viability of AI power voice technology to do this and concludes that this is indeed possible.
The customer insight industry is a big success story, but internal insight teams are often on the critical radar. Against this backdrop, Esomar looked at the best way to demonstrate the value of investing in customer insight, reviewing relevant literature and conducting 20+ in-depth interviews with industry leaders from major organisations including ANZ, Diageo, eBay, Ferring Pharmaceuticals, Heineken, Inter Ikea systems, Merck & Co, Microsoft, Nissan, Pepsi, Philip Morris Int., Turner Broadcasting, Unilever.
There are fascinating differences between emerging economies and developed ones in how people consume news – and for that matter the role news plays in their lives. Understanding these differences will be critical to news organisations in a world where news has become global, and the biggest growth is coming from emerging economies. In quite possibly the biggest such survey of its kind, looking purely at news consumption behaviour, we spoke to over 12,000 people from 10 different countries. We will give you a glimpse into the outlook of 16-34 year olds on the world, the platforms and technologies they use, the role news plays in their lives and the implications for the BBC and other global organisations.
Beauty marketers today are seeking information on how beauty is being discovered and purchased in LATAM- on who buys what products and on which platforms. With this study we aim to help marketers understand how best to reach the modern beauty buyer. We look at modern beauty buyer's priorities and their relationship with beauty. We also study how social media channels- specifically Facebook and Instagram- are playing a distinct role in purchase cycle.
Gamification is normally associated with technological tools and there is little guidance on its use regarding face-to-face quali surveys. A comparative experiment with gamification versus the traditional qualitative approach is addressed in this presentation. Techniques and findings differences are presented to support future decisions on the most appropriate and effective methodology.
Gamification is normally associated with technological tools and there is little guidance on its use regarding face-to-face quali surveys. A comparative experiment with gamification versus the traditional qualitative approach is addressed in this presentation. Techniques and findings differences are presented to support future decisions on the most appropriate and effective methodology.
Cimigo conducted a major ethnographic study in 2012 to understand the influence of digital devices across major cities in Asia. How are evolving screen-age lifestyles and emerging digital trends shaping the future of middle class consumers, from Saigon to Singapore, Hong Kong to Delhi? This presentation will share new insights on the impacts of digital life on middle class lifestyles, work, education and entertainment in emerging markets, in addition to digital fatigue from always-on multi-tasking in advanced markets. These insights result from ethnographic immersions and interviews with a broad range of middle class consumers and in-depth interviews with digital experts across Asia.
Even the most innovative qual methodologies tend to follow a similar path brief, fieldwork debrief, with the main consumer interaction being the groups, or ethnography or online community ... this project was different. the qual was only one part of the story the rest involved CNBC viewers, a tv studio, make-up, cameras, news anchors and a day of direct interaction between a business and its consumers.