Despite popular suggestions or forecasts that the research profession was/is in decline, this report shows that our industry recorded continued growth in 2017, following the turnaround shown in 2015. In contrast with last year, not all regions show growth; nonetheless all anecdotal evidence from commentators in those markets is positive, and some of them have successfully expanded their local measure to incorporate a wider selection of services and providers. The relationship between local currency measures and then the subsequent impact of inflationary effects and/ or currency exchange rates, remains challenging; nonetheless, only very few markets show a decline in local currency terms (and the biggest market USA records above average growth of +1.6%). This issue sees our commentary chapters concentrate on automation, A.I. and some of the newer trends in our profession, all of which make for fascinating reading!Check it out on ESOMAR Publications Store!
The Future Foundation presentation, tailored exclusively for ESOMAR, is designed to stimulate debate, inspire ideas and encourage interaction. As well as setting the scene with an overview of the latest events in the world of digital, several new emerging trends will be revealed which are predicted to have an impact on brands, organisations, industries and sectors across the world. The aim is that delegates leave this session enlightened, inspired and armed with the tools needed to understand and tackle the challenges of an ever-evolving digital world.
This presentation will explore the combination of online research with the new lifestyles of NOWSUMERS- lives lived more publicly than privately. It will feature the use of an MROC, to delve into more in-depth, 24/7 ethnography by combining online, mobile and the status-sphere lifestyles of today's consumers. The presentation will investigate their everyday lives, with emphasis on the unconscious part through observations made beyond spoken words and analysis ability in relation to colour symbolism.
We are now citizens of a socially networked mobile world where the default setting is âalways onâ. Embedded within the digital life streams of the millions of people online lies an abundance of data â in pictures, videos, words and interactions. The more people experience this dynamic, two-way engagement, the less they want to be involved in traditional, structured research. The future is about socialising traditional research â a brave new world of immersion, augmented reality, geo- location, co-creation... the addition of a little âsocialâ into everything we do so that consumers are engaged in ways that capitalize on and mimic their expectations given the realities of todayâs new world. Welcome to the new normal. Are you ready?
Two case studies (Menu Menu and Mirrortime) where online research has been an integral tool for design innovation projects are addressed in this paper. The projects differ in thematic focus, region and target group. The specific methodological approach chosen for each research project and the implications for research set up and execution are addressed. Specifically the presenters argue that we need to move from anonymous respondents to a community of participants, from side line observations to engaging provocations and from interrogations to conversations.
This paper reviews the first marketing application of the use of coffee mavens, trusted expert coffee consumers willing to share knowledge and the first to pick up new trends. A worldwide online usage and attitudes study on coffee helped define the parameters of quality according to the consumer. A maven's definition of quality is independent of geographic or demographic variables. Able to articulate answers with more richness compared to other coffee drinkers, mavens are a preferred target for the exploration of the ultimate coffee quality.
This presentation examines 'info trash' information from qualitative research which is dismissed as irrelevant to the objectives. Looking at serendipitous discoveries in medicine, and the theory of memetics, the presenters argue that info trash is of value, and can be a signifier for early signals of potential social changes and market trends. This is demonstrated with examples from different markets and categories, and using our own observations, relate how better market research can utilize valuable info trash.
Behavioral economics is emerging as a significantly influential insight paradigm in the UK in research and related disciplines and it poses many methodological and philosophical challenges. A key interest will be in helping to understand these challenges and exploring the efficacy of classic and innovative approaches in this area. Further relevance comes from the provision of valuable background information about behavioral economics and our objective view on the issue of hype vs. value regarding it.