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
Project Affluent showcases how creative research helped to turbocharge the Audi brand.
REA Award Winners 2019 announcement from Joaquim Bretcha, ESOMAR President.Gold award winner: Half the Money I Spend on Advertising is Wasted;Silver award winner: Journey of a Modernized Diary;Bronze award winner: Project Affluent.
The accuracy of polling has been under the serious spotlight over the last couple of years. This presentation will deliver some preliminary analysis from an international review of historical published polling data from 25 countries compiled by Kantar which will answer this question and also help market researcher understand better why polls don't always predict election results.
The accuracy of polling has been under the serious spotlight over the last couple of years. This paper is a summary of analysis conducted on an international database of 31310 polls from 473 elections and voting events across 40 countries around the world from 1936 to 2017 complied by Kantar.
There is a growing belief in the marketing industry that traditional market research tracking methods are less predictive of millennial behaviour than for that of older generations and that Millennials can best be understood and measured by their online behaviour and social media conversations. In this paper, three studies that address this millennial market research effect are presented: one looking at the entertainment industry, a second looking at consumer technology, and a third that assesses consumer packaged goods purchases. The first study demonstrates the effect, while the remaining two studies address possible reasons for the effect, including increased desirability effects among the "digitally native". The implications for brand tracking are discussed in detail.
B2B marketers ranked content marketing as the number one initiative that will have the most impact on their business in 2016 (Regalix, 2016). With the move towards content marketing in B2B continuing, the question of measurement becomes increasingly significant. As the worldâs largest professional network with more than 400 million members in over 200 countries, LinkedIn is the leading player in the B2B marketing space and increasingly, in content marketing. Measuring the effectiveness of content marketing is a key focus for LinkedIn. In this session, there are two methods of measurement presented: LinkedInâs proprietary âContent Marketing Scoreâ and content effectiveness research studies. Both of these provide crucial metrics and actionable recommendations for marketers. Opportunities in measurement remain and we will also consider potential next steps for LinkedIn and content marketing.
There is a growing belief in the marketing industry that traditional market research tracking methods are less predictive of millennial behaviour than for that of older generations and that Millennials can best be understood and measured by their online behaviour and social media conversations. In this paper, three studies that address this millennial market research effect are presented: one looking at the entertainment industry, a second looking at consumer technology, and a third that assesses consumer packaged goods purchases. The first study demonstrates the effect, while the remaining two studies address possible reasons for the effect, including increased desirability effects among the "digitally native". The implications for brand tracking are discussed in detail.
Does content marketing work? And if so, why? This session explores the evolving world of content marketing, including branded entertainment, native advertising, and custom newsroom programmes. Over the past three years, AOL has built a large normative database measuring the effectiveness of content marketing programmes. Learn how content marketing can drive brand and funnel metrics, which tactics work best, and best practices for brands. In addition to prescriptions from the normative data, this paper shares new insights from a segmentation project, examining the motivations behind consumersâ content moments.