SORMA (Societatea Român? de Marketing ?i Cercetarea Opiniei Publice), împreun? cu ESOMAR (Organiza?ia Interna?ional? a Industriei de Cercetare de Pia??), v? invit? la un eveniment online cu tema ?Cum s? i?i cre?ti vânz?rile utilizând cercetarea de marketing??.Evenimentul este dedicat produc?torilor mici ?i mijlocii din pia?a de FMCG din România. Participând la webinar ve?i descoperi cum pute?i folosi serviciile de cercetare de pia?? pentru a atinge segmentele ?int? de consumatori ?i pentru a putea câ?tiga cote de pia?? care s? v? permit? prezen?a în lan?urile de desfacere corespunz?toare strategiilor de marketing ?i de vânz?ri. Deschidere eveniment: mesaj din partea SORMA ?i ESOMAR ? Alina ?erb?nic?, Pre?edinte SORMA ?i Reprezentant ESOMAR România?Despre retail ?i cercetare de pia??? ? interviu cu C?lin Costina?, Deputy CEO ProfiSesiune Q&A?Trenduri ale pie?ei bunurilor de larg consum ?i comportament de cump?rare? ? Iulia Pencea, Director General Nielsen RomâniaSesiune Q&AÃnchidere eveniment: mesaj din partea ESOMAR ? Kristin Luck, Pre?edinte ESOMAR
Imagine buying a $20,000 car and then forgetting where you parked it. The car was supposed to take you places, but instead it's sitting somewhere gathering dust, losing value with each passing second. Well, that same thing happens with insights every day in large, global enterprises. And that's why Stravito was founded. In this webinar, Stravito CEO and co-founder Thor Olof Philogène shares how he went from building a global Growth & Analytics team to embarking on a mission to solve the underuse of insights with a user-friendly knowledge management platform. A platform purpose-built for market research and insights that's now used by Electrolux, Comcast, Carlsberg, and other global leaders to leverage more insights. You'll also get to see first-hand how Stravito makes it easy to increase insights ROI by:- Centralizing reports, dashboards, videos, and more- Inspiring stakeholders with relevant, easy-to-digest content- Tailoring knowledge sharing to user needs and preferences
BEST OF ESOMAR ITALY 2021Understanding consumers in current technoculturewith the support of the Department of Economics and Management SciencesUniversità Cattolica del Sacro Cuoreand ASSIRM (Italian Association of Market Research Agencies)Welcome and opening remarksMaria Grazia Zoia, Labcom Director (Università Cattolica del Sacro Cuore)Giulia Fabrizi and Alberto Stracuzzi, ESOMAR ITALIA RepresentativesKristin Luck, ESOMAR PresidentPiergiorgio Rossi, ASSIRM Board of DirectorsSeed audiences from not knowing you to tapping into millions like you: Leveraging hypertargeting to maximize media ROIMario Dughi, Home Care Digital Marketing Director, Unilever, UKToday, consumers are bombarded with marketing communication, making it very difficult for brands to differentiate themselves. Digital-first companies can rely on a variety and richness of datasets which is not always matched by more traditional companies. While market research has traditionally helped brands tease out sharp consumer segments, the same segments cannot always be deployed successfully in media executions. This is a story of how research, data science and media came together to maximize the return on precision marketing investment.The power of bad. Turning bad news into transformative stories for business and brandsLeanne Tomasevic, Head of Truth Consulting and Grant Feller, GF Media UK.Do we really remember the times we felt good more evocatively than the moments where we struggled? It's a question that goes to the heart of research and insight. Are we more likely to act on bad news or good? And if it's the former, how can we frame that bad news so that it inspires rather than depresses, so that it compels us to take positive action rather than resort to defensiveness? Join this presentation if you want to disrupt your thinking and adopt a newsroom mentality by using storytelling techniques to help with transformative writing.Brand Memories and the Moments that Matter for the Microsoft brand: Peak and pit moments in customers? brand memories predict brand love and downstream revenue.David Evans, Senior Manager Customer Research, Microsoft, USDespite the investment, most customer and user experience tweaks are completely forgotten according to Kahneman's peak end rule of memory. The stories that stick define your brand and decide your fate. We asked 3600 customers "What is your most vivid memory of this brand? We used AI to code the responses in terms of their positivity, touchpoints, and resulting perceptions. The results showed that being able to retrieve a defining brand memory was a significant and potent predictor of brand love and intention to increase usage.Consuming post-truth in the time of technocultureRobert V. Kozinets (University of Southern California)Rossella Gambetti (Labcom, Università Cattolica del Sacro Cuore)Silvia Biraghi (Labcom, Università Cattolica del Sacro Cuore)In this study we explain how post-truths are consumed in the context of social media. Our investigation will map how the speed of formation of consumer assemblages shape the social construction of truth-related statements and narratives. To achieve this aim, we conduct a netnography that explores dog breeding, dog healthcare and nutrition social conversations on Facebook groups. In these groups, multiple beliefs and truths are constantly generated and contested by consumers in a series of back-and-forth call-and-reply narratives and counter-narratives. Our study contributes to a collective, discursive, and interactional understanding of consumer information, misinformation, and truth negotiation.Round table: Technological consumption, sociality and stakeholder relations Angela Beccanulli (Moderator), PhD. Candidate in Management and Innovation Labcom, Università Cattolica del Sacro CuoreSpeakers:Mario Dughi, Home Care Digital Marketing Director, Unilever, UKLeanne Tomasevic, Head of Truth ConsultingGrant Feller, GF Media, UKDavid Evans, Senior Manager Customer Research, Microsoft, USStefania Boleso, Marketing and Communication Senior StrategistMaria Ryzhikova, Strategic Insight Manager, The Coca-Cola CompanyElisa Ventrici, Marketing Specialist & New Projects Coordinator, Sonae Sierra ItalyFabio Delton, Commercial Banking Italy Network Communication & Programs Coordinator at UniCredit
Join passionate MR technology and sampling experts from Ipsos.Digital and Askia to learn how technology, quality and profound expertise combine to produce a Big Bang in DIY market research. The presentation will focus on four elements:- the secrets behind a confident smile - discover how easy and quick it is to build your project end-to-end in DIY mode on Ipsos' self-explanatory, intuitive technology platform. Every question submitted is checked by our research experts, who are available to help you at any or every stage of your project, and everything in-between- complex questionnaires - see that, thanks to our acquisition of Askia last year, our solutions can also be used for more sophisticated surveys requiring complex routing- the beauty of automation - learn how to access the cost and time efficiencies of DIY research, without compromising on quality- high quality sampling - explore the essential role of validated, engaged, well-profiled respondents in the delivery of solid, accurate, actionable insights
An exploratory journey on the importance and evolution of market research.Español: Es hora de redibujar todos los mapasUn viaje exploratorio sobre la importancia y evolución de la investigación de mercados
Time to revisit the Award Winners from 2020 while we open the call for proposals 2021! The ESOMAR Research Effectiveness Award showcases the very best in demonstrating how market or social research has had substantial commercial and/or societal impact. No matter how good a piece of research is, only if it produces actionable results with a clear benefit to either business or society. This spotlight session features 3 clear examples of that, plus surprise content! Explore the agenda:GOLD TROPHY WINNER 2020:Understanding Excitement Improving Formula One racing and TV coverage using biometrics Greg Morris, Formula One, UKSponsor Splash by ConfirmitFrom A to Z: How KS&R Produces Actionable InsightsScott Woodward, KS&R, USASILVER TROPHY WINNER 2020The Anheuser-Busch Innovation Machine Growing share of innovation in the Industry from 10% to 50% Derick Davidson, Anheuser-Busch, USA Thomas Troch, InSites Consulting, USASponsor Splash by CaplenaA practical guide to effective surveys using open-endsPascal de Buren, Caplena, SwitzerlandBRONZE TROPHY WINNER 2020:Open minded, Open discussion and Open recruitment: Successful open recruitment for a mobile payment beta test online community Steve Liu, EasyCard Corporation, TaiwanJoey Wu, Answer Global Marketing Research, Taiwan
Interest in User Experience (UX) is growing but the research needed to support good user experiences is often conducted by designers, developers, and product managers with little or no knowledge of research fundamentals.Even for market researchers, the new term sounds somewhat disconnected from traditional research and many wonder what it entails.Join Michaela Mora of Relevant Insights in this session to discuss:- What is and what is not UX;- How research can support UX;- Additional areas of expertise needed to conduct UX research.
Agile Research is a term that seems to be back in the spotlight this year-and it's no surprise! That's right: Agile Research was a much talked about the approach that began picking up steam nearly a decade ago, and faded back out before the world was turned on its head in 2020. Now, with budgets getting smaller and timelines getting tighter, Agile Research is once again front-and-center in buzzword bingo. Join Nikki Lavoie, Founder of MindSpark Research International, for a fun and interactive session on understanding Agile Research, and how to learn it, execute it, and offer it to your clients or stakeholders. Topics covered will include:-Defining Agile;-Understanding the cycle;-A look at the Agile tools on the market.
Join us for an interactive quiz session where attendees can get together, have fun, and network!
Naming is taming, this is a story of how effective market research contributed to making a groundbreaking difference, changing laws, and altering perceptions. A diligent mission that would have never been possible without UNICEF as well as national and creative partners.Join us to know more about how progressive qualitative market research can influence human lives, and maybe inspire you too!
Join us for an interactive quiz session where attendees can get together, have fun, and network!