We are being tracked. As a 2017 study of more than 8,000 consumers across eight countries commissioned by Here Technologies and carried out by BuzzBack revealed, this paradox is also evident in respect of one form of personal information: location data. The research, summarised by the authors in this paper, showed that while most consumers share their location data with at least one application or service provider, the majority feels stressed or vulnerable when doing so and less than a fifth trust that their data will be handled properly.
We are being tracked. This study focuses on the past, present & a more autonomous future where consent regarding privacy on consumer's devices, and increasing consumer awareness and control of their privacy will be dramatically different.
Machine learning is a concept that has long been applied to many industries that need to use predictive data, and has been used for some time in the online advertising industry. The survey research industry is ideally suited to benefit from machine learning for many reasons. The most pressing of which is to lessen respondent burden. Weâll share the success weâve had by applying machine-based learning, and explore other ways we can gather data to improve insight generation including permission-based digital tracking, all with an eye on improving insight and removing the reliance on respondents.
We will illustrate the challenges of big data and applied digital research to online shopping journeys, focusing on four frequent topics: the research approach, the analysis depth, the synthesis of contradictions within sources and the need of new action standards.?Mercado Libre and GfK carried out a research project that combined the data resulting from the passive online tracking of 400 Brazilian users with further surveys to those same users to understand the reasons behind their behaviors. Indeed, we wanted to find insights about the path of online shoppers. In this paper, we will show how these problems were tackled and how the integration of data science with both a qualitative and a quantitative approach came to answer these challenges, establishing new standards on its way.
Imagine that you can see everything from the sky, imagine that you can track all the movements of the people in each city, imagine you crunch all the numbers, think how many decisions would help this data, imagine how outdoor media would transform the impact on the real estate, retail or franchise industry. Now is the time of the new paradigm, taking into account the strength of traditional research and adding steroids with Big Data. The project is an hybrid approach with multiple sources, from high-res satellite images, tracking devices and carrier mobile data. Allowing impossible research until now, in developing countries and expanding opportunities in the developed ones. Using high-tech, almost a sci-fi approach, this is one of a kind, finally allowing the same outputs across all countries.
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.
Research should always be about putting the consumer at the centre of our thinking. Considering an acceleration of mobile platforms, now is the time to focus on developing "device-agnostic". In alliance with Ipsos global/local experts, we challenged ourselves to design a "device-agnostic" interface for our tracking study. The main focus was to uncover how small screens impact our survey and prepare for the ever-increasing number of people accessing surveys via smartphones. As Japan is within the top 10 markets for Coca-Cola, the challenge was to remain globally aligned but locally executable. We jointly invested a pilot run for prototype interfaces offering a positive experience to those on smartphones. The question was never "could we do multi-device" but "how to reflect the reality that was already around us".
Imagine that you can see everything from the sky, imagine that you can track all the movements of the people in each city, imagine you crunch all the numbers, think how many decisions would help this data, imagine how outdoor media would transform the impact on the real estate, retail or franchise industry. Now is the time of the new paradigm, taking into account the strength of traditional research and adding steroids with Big Data. The project is an hybrid approach with multiple sources, from high-res satellite images, tracking devices and carrier mobile data. Allowing impossible research until now, in developing countries and expanding opportunities in the developed ones. Using high-tech, almost a sci-fi approach, this is one of a kind, finally allowing the same outputs across all countries.
Research should always be about putting the consumer at the centre of our thinking. Considering an acceleration of mobile platforms, now is the time to focus on developing "device-agnostic". In alliance with Ipsos global/local experts, we challenged ourselves to design a "device-agnostic" interface for our tracking study. The main focus was to uncover how small screens impact our survey and prepare for the ever-increasing number of people accessing surveys via smartphones. As Japan is within the top 10 markets for Coca-Cola, the challenge was to remain globally aligned but locally executable. We jointly invested a pilot run for prototype interfaces offering a positive experience to those on smartphones. The question was never "could we do multi-device" but "how to reflect the reality that was already around us".