Join Zontziry 'Z' Johnson of Zappi for a presentation on the market research process and how it drives business decisions. Theoretically, market research is a core set of steps that works in conjunction with the rest of an organization's efforts to drive business decisions using data. Realistically, that's not always how it happens. Or is it? In this webinar, Zontziry will cover the following topics:- Reviewing the ideal market research process- Customer input as a source of data- Feeding business decisions - Theory vs. reality
Going virtual with your research? Join Jill Bishop at Multilingual Connections as she discusses best practices in translation when conducting digital research across languages and cultures.
Consumer research (CR) is a premium product offering which often represents an unaffordable luxury for small companies. At first glance, the notion that CR is expensive may sound ridiculous; but taking into account that by far the greatest consumers of CR are large companies, it is perhaps unsurprising then that CR focuses largely on the needs, interests, and intentions of large companies. Small businesses, entrepreneurs, and start-ups are generally not able to afford CR agencies. This is unfortunate, given that the process of understanding consumer behaviour in relation to a given product or service is fundamental to the success of small companies which in turn are vital for reducing inequality and strengthening economic prosperity, innovation, and competitiveness. We identify three key issues that need to be addressed in order to be able to offer a mass-consumer online research service.
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.
How do you face product and marketing challenges as a team? How can you be relevant to UX designers and a social media team using the same research methodology? Instead of fighting for territory, both teams decided to work together, and that changed a lot.
If we define the client as anyone without whom a business wouldn't exist, there is a group of people that are very important to marketing research but are ironically overlooked. In this paper we treat the Respondents with the same interest and devotion usually shown to the archetypal Client and we place the mirror in front of the marketing researchers for a change. We ask the Respondents to evaluate our job and help us understand what makes them feel bored and disengaged during fieldwork, what entices them to unlock and be more insightful, how our interaction with them can be more purposeful. The end result is the identification of the qualitative research methodologies, moderation styles, fieldwork environments that lead to more insightful and engaging deliverables.
In today's fast-paced digital world time is precious, speed is of the essence and attention spans are short - yet expectations of market research have never been greater. This is why we have to adjust, challenge existing norms and come up with entirely new ways of doing research. To uncover how today's consumers truly think and behave we need to connect with them in the same way they connect with the world around them. This means that new research methods will have to place mobile technology at their core, replace overly rational questions with fast-paced intuitive exercises and entertain rather than bore people. This paper shows how combining implicit research techniques with an engaging mobile interface can do exactly that. More specifically, by using intuitive swiping and tapping exercises that trigger more instinctive responses and incorporating reaction time as an implicit measure, response biases prominent in Asian cultures can be reduced and true preferences uncovered.