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
Using lessons learned from managing mainstream brands including Budweiser and Transformers, Len Dunne will show how Elivar is using both qual and smart data to create brand awareness and plan for global domination.
This issue is both a celebration and an investigation of the power, opportunities and pitfalls inherent in the huge leaps in technology affecting consumer intelligence. We look at the new horizons available to us, the types of talent that will be needed and the skills and capabilities that we will need to learn along the way. In particular, we examine the potential for us to have a bigger and better impact on our enterprises and our clients.
Inspired by Boston Consulting Group's 2016 report on 'Rewiring Customer Insight to Generate Growth', the Philip Morris International team in The Philippines took a journey to amplify the value of the insights function. In this paper we would like to share our journey towards that goal, the steps we undertook and its impact. We would first talk about what broad organizational level changes we underwent to enable the journey and then we will also demonstrate its impact by discussing a specific business issue in broad strokes.
Using lessons learned from managing mainstream brands including Budweiser and Transformers, Len Dunne will show how Elivar is using both qual and smart data to create brand awareness and plan for global domination.
The world is in turmoil. Hyperbole or reality? As we look back on 2017, it is difficult to characterise the state of things as anything but turmoilâand experts interviewed in this issue would agree. But, if this is the case, what then is the role of insights and evidence in this new world? In many instances, it would seem that its role is diminishing, with leaders dismissing evidence-based news with which they disagree as âfake newsâ. For the Insights professional, all of this poses unique and significant challenges. Not only do we have to bring the human being into the centre of marketing, but we also have to work out where we fit into a new world of political, social and economic turmoil and change. We have to be highly inventive to truly represent the needs of people not only as consumers but as citizens. We need to be able to foresee and reflect the challenges of peoplesâ everyday lives.
In this presentation Stephan Gans and Tim Warner will talk about transforming insight to deliver a competitive advantage.
The evolution of the insights function and its contribution to business growth is addressed in this presentation, which provides a specific example of how brand & business insights can be an integrated, future focussed, and growth-driving function within a profit-driven organisation. The case study demonstrates the brand and business insight function's ability to collaborate closely with senior marketing and commercial teams while also playing a proactive and crucial role in making strategic decisions that drive business growth. Through analysis of existing consumer and industry data, future business growth targets are defined and validated, leading to approval of the business case for change in long-term strategy in a key European market.
In 2015, PayPal stood on the brink of a new and exciting future as it parted company with eBay and prepared its new independence and launch on NASDAQ. In light of this, the brand sought to redefine itself in the context of a highly dynamic and competitive marketplace. Firefish partnered with PayPal in an innovative research project that delivered new and compelling insight as to how the brand could address the unmet needs of 5 billion people across the world who were being underserved my money and financial services. This paper picks up the story of what happened after the research and how the insight inspired the senior PayPal team and prompted a diverse and successful marketing campaign.
In 2015, PayPal stood on the brink of a new and exciting future as it parted company with eBay and prepared its new independence and launch on NASDAQ. In light of this, the brand sought to redefine itself in the context of a highly dynamic and competitive marketplace. Firefish partnered with PayPal in an innovative research project that delivered new and compelling insight as to how the brand could address the unmet needs of 5 billion people across the world who were being underserved my money and financial services. This paper picks up the story of what happened after the research and how the insight inspired the senior PayPal team and prompted a diverse and successful marketing campaign.