Many vendors and clients are adopting AI tools to drive effectiveness and efficiencies of market research, most of the utilization is centered around speed, data integration and analytics and lowering cost. The study presented here, demonstrate the partnership with a tech start-up, leveraging their AI/NLP tool to discover the insights, using inputs from both primary research and syndicated information, while at the same time to capture the emotion of the audience. The key learnings have been fundamental as the brand team is on the journey of position the brand and integrate all communication in an ever-evolving and dynamic sector.
How Coca-Cola Japan partnered with a tech start-up to co-create an offering appropriate for their market. By addressing issues around time and efficiencies they achieved win-win outcomes. According to the Japanese Market Research Association, in 2013 the Japanese market research industry grew by only 0.8%, down from a huge increase of 8.4% in the previous year, since then the industry has grown in Japan, but has yet to reach the levels of growth seen back in 2012. This arrest in growth in the local industry was accompanied by a severe tightening of budgets across the marketing and insights functions.
Last year at Congress, HERE Technologies and BuzzBack presented a transformative look at consumer perceptions of data privacy and collection. This year, HERE Technologies and Buzzback, in partnership with ESOMAR and Cint, revisit the topic with a new global study across 12 markets that demonstrates, for brands, poor ethical and transparent data collection has a far-reaching impact on the bottom line.
This is the story of a collaboration of ESOMAR Foundation/Paragon Partnership, BBC Media, Big Sofa, and experienced qualitative researchers from all over the world, coming together to solve an important industry issue - the quality of qualitative research, globally.
The Paragon partnership connects market research agencies with NGOs to provide support on research. Paragon is supporting Save the Children UK in its research on adolescent girl nutrition and child marriage in Western and Central Africa. The presentation will provide more details about the progresses made and how it complements the type of research done by SCUK. Lessons for NGOs and market research agencies that wish to engage in common research project will be discussed.
While Latin America is a strategically vital market for B2B global manufacturers across multiple industries (accounting anywhere from 8% to 30% of global sales), the amount of research work commissioned into the region has not caught up with this trend, staying at 4-6% of global research sales. The proposed interactive session will feature three speakers from UK, USA, and France, who commission research in the Latin America and represent leading sector research providers in Healthcare, Construction and Agriculture. We will share the challenges we have faced while finding a reliable research partner in Latin America, and experience-based practical solutions to these challenges.