Thursday, 2 March, 2017
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Access individual recordings and slides by clicking on the presentation titles below.
Session Chair Betty Adamou
|Jilke Ramon and Tom De Ruyck
Consumer Insights in your Pocket
|Tomoko Yoshida and Akiko Hoshi,
Fell In Love At First Sight Or Started As A Friend? One hundred stories of how customers fell in love with a brand
UK Managing Director, Engagement Labs,
Buzz monitoring: Getting real & growing up
|Dr Cristina de Balanzo and Jeff Bowerman,
Walnut Unlimited and TMW Unlimited,
Food for Thought: How planners, creatives and researchers can work together to create excellent, creative food advertising
Founder and Managing Director, Saros Research,
Fallacies of small and large numbers: why quant into qual won’t go
Research Manager, Mustard Research
Do you believe in magic?
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Descriptions of the Presentations
- Jilke Ramon and Tom De Ruyck, Consumer Insights in your Pocket, There’s no doubt, AI will disrupt market research. But what are the possibilities? Our answer: Galvin, the consumer in your pocket. Our chatbot is your personal assistant for market research. In only a few seconds, it provides you the insights that you are looking for. With Galvin, you always have direct access to all your consumer research. It gives you the right answer anywhere, anytime and inspires you with new insights. But there’s more. By using predetermined consumer segments, Galvin is able to impersonate the consumer; giving you the chance to have a chat with your consumer. Looks like the future is already here!
- Tomoko Yoshida and Akiko Hoshi, Fell In Love At First Sight Or Started As A Friend? One hundred stories of how customers fell in love with a brand, Can an ancient method be as powerful as the most advanced ones? Our answer is yes, at least about exploring customer experiences. The method we chose is oral storytelling. Our approach, “Recollection, Repetition, and Reflection,” employing modified cognitive interview and projective technique using Tarot cards, allows us to collect the most exciting and inspiring stories from customers. Bonding keys through which emotional attachment towards a brand were discovered, and a scenario of a customer-brand interaction throughout the customer’s life was developed. And nothing can be more powerful and compelling than raw emotions released from great storytellers – so inspiring that the client came up with a dozen of ideas for their next campaign in the viewing room! More about Tomoko and Akiko: Tomoko and Akiko are, by their own words, “fellow travellers” of new frontiers, exploring better ways of diving into consumers’ emotions. Their passion is currently focused on working as “evangelists of cognitive interviews”, demonstrating how respondents can be transformed into great storytellers. Last year, Tomoko and Akiko presented their unique method of integrating cognitive interviews and projective techniques, using Tarot cards, at two major global/regional conferences, ESOMAR Global Qual and Qual360 and were very well received in both.
- Cristina de Balanzo and Jeff Bowerman, Food for Thought: How planners, creatives and researchers can work together to create excellent, creative food advertising, In recent years consumer neuroscience has become the ‘much talked about’ tool in the marketing process, but it has received less attention in how it can have a role in the planning and creative process. We will show how using neuroscientific insights can be applied to create fresh views for creative strategy and development in food advertising. Cristina will show how to form emotional bonds between brands and consumers. Showcasing examples from recent work and experiments, we will reveal how implicit testing can uncover what excites and energises consumer in food advertising. We will reveal ‘5 golden rules of taste’ which show the underlying science behind how taste is experienced, and how communications can shape taste perception.
- Steve Thomson, Buzz monitoring: Getting real & growing up, Conversation listening grows up: great insights can come from understanding what consumers say about brands and products, and how they say it. But social listening has grown up, and we know now that we need to understand context and channel and measure all forms of conversation if we want to measure the impact of buzz and word-of-mouth. We’ll explore how to sit public social measures alongside offline and dark social trends, and highlight the dangers of single-channel analysis.
- Maya Middlemiss, Fallacies of small and large numbers: why quant into qual won’t go, Increasingly qualitative research participant recruiters are being presented with locked bespoke quantitative segmentation tools, and no explanation of what defines the sample qualitatively. This is fraught with problems and does not lead to good recruitment. Similarly, recruiting on statistical demographic models: it’s too easy to recruit atypical outliers – when very small samples are required – if the focus is on the quantitative model rather than the desired demographics, attitudes and behaviours. To do a great job, qualitative recruiters need qualitative input and briefing – we’ll explain why, and provide explicit action points for planning and procuring better participant recruitment in future.
- Bethan Turner, Do you believe in magic?, Maybe, maybe not. Do you believe in magical analyses when it comes to your research? Definitely not. And you shouldn’t. Statistical models are so often seen as “black box” analysis techniques where, perhaps due to a lower level of understanding, researchers often accept results without questioning. On the flip side, statisticians are often completely unaware of the research context of data, and accept them from researchers without questioning. Here, I explain why this can be the beginning of the end for your insights.