In 2019, GSK started to explore the role of an AI Self Care Coach that you can interact within a retail healthcare environment. An initiative ahead of its time and the foundation for a new digital and in-store strategic direction that is more important than ever before, in our increasingly contactless world. This is a story that will take you through our experimentation journey, where we played with different research techniques to get beyond the obvious stated Purchase Intent or Engagement and into the potential of technology in the store of the future...which is today!
In 2019, GSK started to explore the role of an AI Self Care Coach that you can interact within a retail healthcare environment. An initiative ahead of its time and the foundation for a new digital and in-store strategic direction that is more important than ever before, in our increasingly contactless world. This is a story that will take you through our experimentation journey, where we played with different research techniques to get beyond the obvious stated Purchase Intent or Engagement and into the potential of technology in the store of the future...which is today!
Every single day, millions more people will decide to shop online for an FMCG category for the very first time. This is a pivotal moment for brands. It is a moment when a consumer is highly likely to change from their typical brands, and etailers have a fundamentally disruptive influence on which brands a shopper will be exposed to. Online shopping is nothing new in 2018, however FMCG shoppers are starting to participate in the e-commerce revolution at a scale not previously seen in the past decade. To reveal key trends, identify opportunities for clients and offer cautionary tales, NAILBITER digs through four years of data, on 1100 brands, across more than 30 categories and dozens of countries to reveal the comprehensive shopper journey map of the omnichannel phygital consumer. Leading e-commerce retailers, such as Amazon, are entering the market with their own product lines and their own promotion agenda. Voice assistants are now being asked to make purchases and this has its own disruptive implication to the industry. Virtual reality (VR) is also starting to serve a function within the industry, as it can be used to replicate a store environment. With consideration to a number of key trends, NAILBITER will reveal the most comprehensive shopper journey map that encompasses all shopper types in a global multi-retail environment, including brick-and-mortar, e-commerce, traditional markets, phone commerce, home delivery, click-and-collect and voice.
Year 2025: customers are now craving more human care in data driven customer journeys. Envision how augmented research will take up the challenge through an imaginary discussion between a CX researcher and his virtual AI assistant, Alice.
Responding to a call by a major consumer electronics company to accelerate the pace and quality of product development, J Walter Thompson (Detroit) and Moskowitz Jacobs Inc. (New York) developed a new paradigm. The paradigm incorporates current as well as new research procedures into a cost-effective, rapid, sustainable development system, with ongoing market feedback. This paper presents the components of that approach, illustrates the changes in the market research paradigm that ensue, and presents data from a case history on PDAs (personal digital assistant).
This case study illustrates a reengineering of traditional market research in line with the call for papers for this seminar - market research was an integral part of the development process and not just a data supplier. Researchers from both the Client and Agency were involved in both the marketing and market research dynamics of this project. This paper mainly deals with a very specific aspect of the teleworking process - setting budgets and equipment levels for teleworkers. It derives from a two-part research program which involved: an initial, fact finding study on teleworking among large corporations in Canada, and a series of mini-discussion groups with a sampling of corporate teams recruited from the fact finding study. These sessions covered many aspects of teleworking. In order to help decision makers think through the implications of teleworking for their organization, the Market Research Department of the Telco produced a video illustrating different 'types' of corporate teleworker. The modules depicted the kind of equipment and telephone services that would be appropriate for each type of worker. To help simulate the budgeting and choice process for each of the relevant modules, an interactive software program (OPTIONS) was utilized. This Computer Assisted Interviewing simulates a buying decision - allowing respondents to build their 'ideal' package, change their mind, try out different combinations of features etc.
The ACTS research technique is part of a new telephony revolution which has made a host of new services available to the population. At the heart of these new phone services are powerful and versatile computers capable of answering huge numbers of incoming telephone calls automatically using digital technology. They can play pre-recorded messages down the line, interact with callers, recognise simple words and collect data such as names, addresses, credit card details, competition entries, and answers to research questions. The industry that has grown up to deliver these services is known by a variety of names such as "Audiotex" and "Premium Rates" which refers to the fact that with many such services a percentage of the overall call charge is passed to the organisation providing the information requested by telephone. However, not all automated services are charged at Premium Rate - some are free and others are paid for at the local rate regardless of where the call originates. The ATIEP Guide -1 informs us that "With 28 miliion phones in the UK automated phone response has a huge potential audience, and is one of the fastest growing areas in telecommunications. During the 9 months from April to December 1993 traffic increased 19% by volume and 7% by revenue (BT figs). More than five million calls a week are made to Premium Rate Services alone, generating an estimated £250 million revenue in 1993. The UK now has one of the most mature Premium Rate Service industries in the world.'
Caruso: the name of the famous tenor is now associated with the latest tool developed by Sofres in the field of telephone surveys. Combining "classical" CATI system functions with the leading edge technologies in vocal recognition, Caruso permits the automatic administration of a questionnaire. Nevertheless, interviewers have an important role in this system, since they ensure the reception and the selection of interviewees. Supervising up to 8 interviews simultaneously, interviewers can intervene at any time if interviewees encounter any difficulty or wish more precision. The simultaneous questioning of several persons allows the rapid consultation of large samples with only a small interviewing team. Caruso's advantages are thus obvious for daily repetitive surveys or for surveys requiring very short fieldwork. Another important contribution of this system to survey quality is the questionnaire administration mode : because each interviewee is asked exactly tne same questions, expressed in an identical way (pre-recorded natural voice), there is no longer any interviewer effect in a Caruso survey. One of the most interesting application of Caruso is the test conducted on behalf of France Telecom. Two samples of 1000 persons were questioned, one by a "classical" CATI system, the other by Caruso. Both samples are very similar by demographics (sex, age and occupation). There was a slight difference between the results concerning the satisfaction towards France Telecom's services : Caruso interviewees seem to be more dissatisfied. It is probably easier to express one's difficulties when speaking to a machine than when replying to an interviewer!
Caruso: the name of the famous tenor is now associated with the latest tool developed by Sofres in the field of telephone surveys. Combining "classical" CATI system functions with the leading edge technologies in vocal recognition, Caruso permits the automatic administration of a questionnaire. Nevertheless, interviewers have an important role in this system, since they ensure the reception and the selection of interviewees. Supervising up to 8 interviews simultaneously, interviewers can intervene at any time if interviewees encounter any difficulty or wish more precision. The simultaneous questioning of several persons allows the rapid consultation of large samples with only a small interviewing team. Caruso's advantages are thus obvious for daily repetitive surveys or for surveys requiring very short fieldwork. Another important contribution of this system to survey quality is the questionnaire administration mode: because each interviewee is asked exactly the same questions, expressed in an identical way (pre-recorded natural voice), there is no longer any interviewer effect in a Caruso survey. One of the most interesting application of Caruso is the test conducted on behalf of France Telecom. Two samples of 1000 persons were questioned, one by a "classical" CATI system, the other by Caruso. Both samples are very similar by demographics (sex, age and occupation). There was a slight difference between the results concerning the satisfaction towards France Telecom's services : Caruso interviewees seem to be more dissatisfied. It is probably easier to express one's difficulties when speaking to a machine than when replying to an interviewer!