This two-webinar event will look at new developments and case studies in how people are applying the latest approaches to market research, such as Behavioural Economics, Big Data, Mobile, and Games.
Session 1, 10am London
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Chair: Sue York
- Raj Sandhu, Fresh Squeezed Ideas, Behavioural Economics: Marketing’s latest shiny new thing, or the tipping point for marketing transformation?
Session 2, 10am New York, 3pm London
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Chair: Ray Poynter
- Betty Adamou, Research Through Gaming (title TBC).
Descriptions of the Presentations
- Steve August and Nick Drew, Using Mobile Digital Qual to Hack the Snack Aisle, “How do you decide where in a store to put a new healthy snacking item? FocusVision and market research firm, Fresh Intelligence, utilized mobile research technology to investigate shopping habits and purchasing decision factors among snack food consumers. With this approach, we uncovered insights that can help brands increase shopping frequency and convert more shoppers into buyers. This talk will cover how we designed the study to map consumer snacking habits from the home to the snack aisle, and key learnings about how to get the most of in the moment mobile qual.”
- Colin Ho, The Connection between Big Data and Behavioral Economics, “We show how online reviews analyzed and viewed through the lens of behavioral economics can provide insights into consumers’ perceptions and emotions. We web scraped and analyzed 7,000 online automotive reviews across six countries. We found that 1) negative events have a greater impact than positive events on consumers’ brand evaluations, and 2) the emotions experienced by consumers differ by car models. By analyzing big data through the lens of behavioral economics, marketers can better understand how to market and manage their brands.”
- Raj Sandhu, Behavioural Economics: Marketing’s latest shiny new thing, or the tipping point for marketing transformation?, “Behavioural economics (BE) is the buzzword of the moment; in government, policy, finance and more recently, marketing. Marketers wonder if this is the latest fad, or if BE holds truly transformative potential. We believe that BE is not a fad and more than a tool. BE is a large body of knowledge, collected in lab and in field over several decades, removing the mystery around decision making. The key insight from BE is that humans do not make rational decision, but rationalize the decisions they make. Traditional market research practices rely on rationality, relegating insights to the post-rationalization process. In contrast, behavioural methods can access valid insights into the actual motivators of a decision. To highlight this, we will present a case study comparing insights from traditional market research to insights from a behavioural approach.”
- Ray Poynter, How to pick innovation winners, “The growth in the number of new approaches to research, from Artificial Intelligence to Neuroscience, to Behavioural Economics, to Smartphone Ethnography and much, more can be baffling. How can users, investors, and career builders assess which are most likely to be winners, and which will soon be in history’s trashcan? This presentation will give provide guidance into how to assess new techniques.”