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Session Chair Sue York
Drshti Strategic Research Services, India
The Fickle Mistress: Loyal consumers changing brands and the change-constancy conflict
Marketing, Customer Insight & CRM/Big Consumer Data Expert
Big Consumer Data: the Promise, the Overpromise, the Opportunity
UX Strategist, Qantas Loyalty
UX research and the positives and challenges of going digital
|Navin Williams and Hollis Shi
Channeling the power of mobile messaging for consumer engagement
2017 – Where is the cutting edge in market research?
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Descriptions of the Presentations.
- Shobha Prasad, The Fickle Mistress: Loyal consumers changing brands and the change-constancy conflict, This presentation deals with the impact of brand renovation on loyal consumers, and the role of the Change-Constancy Conflict in the loyal consumer’s response to such changes. It sets out the stages and allied emotions that the consumer goes through and how this would play out across categories and consumer types, based on an analysis of multiple cases over the last decade. This analysis would provide marketers and researchers with a deeper understanding, leading to more incisive analysis on the part of the researcher researching brand renovation, and more nuanced strategies for successful renovation on the part of marketers.
- Mike Sherman, Big Consumer Data: the Promise, the Overpromise, the Opportunity, A recent article stated “McKinsey finds it’s all talk and little action with data analytics in most companies”. Mike agrees and will discuss how, despite advances in hardware and software, the promise of Big Data has yet to materialize. He’ll share some best case examples, but also the more common not so good uses of Big Consumer Data and propose several suggestions for overcoming these problems, including a consumer data mall and creating more data translators. Finally, he’ll suggest how market researchers should be integrating big data into their research programs, leveraging big data to capture information on behavior while using direct questioning to focus on understanding the why’s of that behavior.
- Sarah Boden, UX research and the positives and challenges of going digital, The presentation will provide an overview of the key forms of research that are frequently conducted to support the UX design process – and how they are traditionally conducted. The presentation will then focus on two forms of UX research and the positive impact that moving these into the digital realm has on the quality, timing, and cost of the research – as well as highlighting the challenges it brings.
- Ray Poynter, 2017 – Where is the cutting edge in market research? In this presentation Ray will highlight the latest trends and innovation in market research, highlighting shifts that could be impacting the way we do market research in 2017 and the near future. The presentation will draw on the recent GRIT report, the IIeX conference held in Amsterdam, and events/reports from the likes of ESOMAR and the MRS.
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