Debuted at the ESOMAR Insights Festival 2020, our Brands Connect series continues with its next episode exploring with insights leaders working within brands and research using organizations the opportunities and challenges they see for their organisations and their talent pools.These inspiring conversations cover a lot of ground despite their bite-sized formats and offer a real opportunity for the community to gain insights into the emerging trending topics of our time. A can't-miss rendez-vous to connect that's sure to leave you inspired and fully fed with insights!In this eposide, Coca-Cola's K&I Director, Begonia Fafian, interviews Mars Wrigley's Senior Director of Foresight, Innovation & Growth Insights, Michelle Gansle, as they discuss the headline topic: The Changing Role of the Insights Function and Job Description.
Global fintech investment in 2019 reached a record of $135.7 billion invested across 2,693 deals according to KPMG. Singapore is a Big Red Dot on that map with fintech investment on the island having more than doubled in 2019 to US$861 million (S$1.2 billion) from US$365 million in 2018, according to an Accenture study.The definition of bank and banking is being deconstructed and reconstructed. Consumer needs are shifting quickly. And new entrants are making waves with paradigm-shifting innovations. What will the future of banking look like? What can we do to prepare ourselves today? And what is the role of consumer insights and foresight? In this presentation, we will explore the following:- Drivers of change impacting shifts in consumer needs for banking;- Critical uncertainties and scenarios of future banking;- Key imperatives for players of the future and the role of market research.
Opening speech from Finn Raben, ESOMAR Director General, of the ESOMAR TV: Asia Pacific At Home and address to the community from Joaquim Bretcha, ESOMAR President.
Learn how research that has grown from qualitative roots has led to a digital transformation and revolutionized the way we do journalism at the BBC. The challenge we faced was to find out why people click on some pieces of content and not others, to unpack the term "relevance" for people and to truly understand the role that digital news content plays in their lives- but the real challenge was in embedding results into the newsroom; converting insights into something that lives and breathes in the fabric of the organization, every day.
2017 has been a year of huge debate as to how AI will affect us all. 2018 will be a year when we see more practical applications. But what if we could use AI to assess what the world really thinks about MR in terms of its image, value and reputation? The problem with asking clients or colleagues is that we all live inside biased media bubbles where we read what we want to read, hear what we want to hear. What if AI can tell us the truth about our own industry in a bubble free assessment
The quality of answers we get are proportional not only to the quality of questions we ask, but how we ask them. Clients are facing unprecedented clutter, competition, complexity and consumer sophistication. Increasingly, qualitative research is being sought to strip the consumer bare - to reveal the deepest, most human truths, to unleash creativity in unprecedented ways, to facilitate stories and unearth insights that inspire 'future-proof' brands. As clients recognize that mass marketing is old and ailing, as psychographic and segmented approaches are being more widely adopted, as creating experiences that stretch brands without breaking them become all too important, as the world becomes a lot more nuanced, it has never been a more appropriate time to approach the consumer differently.
The world is in turmoil. Hyperbole or reality? As we look back on 2017, it is difficult to characterise the state of things as anything but turmoiland experts interviewed in this issue would agree. But, if this is the case, what then is the role of insights and evidence in this new world? In many instances, it would seem that its role is diminishing, with leaders dismissing evidence-based news with which they disagree as fake news. For the Insights professional, all of this poses unique and significant challenges. Not only do we have to bring the human being into the centre of marketing, but we also have to work out where we fit into a new world of political, social and economic turmoil and change. We have to be highly inventive to truly represent the needs of people not only as consumers but as citizens. We need to be able to foresee and reflect the challenges of peoples everyday lives.
What role does research have in understanding and interpreting social change? Can the profession measure social impact and help decision makers understand what they need to do? Where and how can research help build a better society?