Festival of NewMR 2019 – Atlantic Monday

Atlantic Monday Webinar

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Chair: Ray Poynter

Speakers
Photo of David GasparDávid Gáspár
Bakamo Social
Disinformation – The Game Changer in Market Research and Brand Communication


Photo of Bethan BlakeleyBethan Blakeley
Honeycomb Analytics
Artificial Intelligence, or Real Prejudice?


Photo of Delphine ParoisDelphine Parois
Strategir
How to use a mobile app to reach a whole “tribe” of consumers and put a brand into context


Photo of Andrew GrenvilleAndrew Grenville
Maru / Matchbox
He blew it.” Did he make a mistake that led to failure? Or are we learning how he created a beautiful glass vase? Context is everything.


Photo of Joaquim BretchaJoaquim Bretcha
President ESOMAR
Building Bridges Between Practices – the future for a larger and more vibrant market research


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Presentation Outlines

  • Dávid Gáspár, Bakamo Social
    Disinformation – The Game Changer in Market Research and Brand Communication
    Disinformation achieved its goal. It shook faith in official sources, and destabilized conventional forms of communication.One would think that only politics is being influenced by fake news and its result, uncertainty. But it infiltrates into everyday lives and reinforces unconscious bias. Because nothing can be trusted that comes from an official source.Our latest studies will serve as perfect examples to show the invisible influence of disinformation – from destroying the perception of a soft drink brand to fading the results of conventional market research.Disinformation has an impact everywhere – because, hey, no trust, no business.
  • Bethan Blakeley, Honeycomb Analytics
    Artificial Intelligence, or Real Prejudice?
    Many of us know the bias that exists in the real world, especially when it comes to understanding humans; what we think, what we do, and why we do it. Many also believe Artificial Intelligence and algorithms are free of this bias; a neutral, logical tool we can use to overcome everyday biases. Bethan will explore this widely held perception of AI, and whether it holds true in real world examples of AI being used in everyday life.
  • Delphine Parois, Strategir
    How to use a mobile app to reach a whole “tribe” of consumers and put a brand into context
    In our increasingly digital society, Market Research must stay connected to people. Strategir developed a mobile app for Mouton Cadet which enabled the brand to be present at the moment of the wine’s consumption, into the consumer’s reality. Participants were invited to take a picture of the wine purchased on the set table, then record themselves gathering their friends’ opinions while tasting the wine. Thus they became a reporter for their whole tribe. Discover a great way to capture context, reach “tribes” for very specific targets and observe behaviour during consumption.
  • Andrew Grenville, Maru / Matchbox
    He blew it.” Did he make a mistake that led to failure? Or are we learning how he created a beautiful glass vase? Context is everything.
    A depth of understanding comes from having multiple pieces of information. Insights come from how you connect those pieces. In this webinar we look at examples of the value of thinking outside the survey and including contextual information, based on interviews with insights professionals from Facebook, Visa, U.S. Bank, GSK and Warner Bros.
  • Joaquim Bretcha, President ESOMAR
    Building Bridges Between Practices – the future for a larger and more vibrant market research
    To remain relevant market research needs to expand its boundaries to embrace new fields, especially those of data scientists. In this presentation Joaquim Bretcha, the new President of ESAOMR will outline his vision of creating bridges between practices.