Research World 56 January February 2016.PDF - Cey87ug

MEMBERS € 40,– / NON-MEMBERS € 50,– / 6 ISSUES
No 56 | January/February 2016
Driving customer centric growth

Do you see what I mean?
Letting images do the talking
Analytics, ethics and market research.
Where does the law stand?
Encouraging, advancing and elevating market research worldwide
2015 capital
investment in
the market
research sector
Merging
data streams
LIVING IN A DATA
RICH WORLD
EncouragIng, aDvancIng anD ELEvaTIng markET rEsEarch, WorLDWIDE.
16
Living in a data rich worLd
We talk to four of the most influential CEOs in our industry about merging data
streams and why the role of market research is more valued than ever.
9 27 34 41
2015 capital investment Do you see what Merging data streams Analytics, ethics
in the market research I mean? The real challenge of and market research
and analytics sector Letting images Big Data Where does the law stand?
Implosion, correction do the talking
or normal?
4 RESEARCH WORLD | January/February 2016

january/february 2016
editoriaL
Simon Chadwick
6 The future is very bright

rapid digital progress is taking place in mEnaP The end is not nigh
14 From professors to innovators
What does the future hold for market research?
O
ver the past five years more than US$13
24 Driving customer centric growth billion of new capital has been invested into
Time to adapt or end up in the graveyard of brands the marketing research, analytics and
information industry. Over 600 new firms have
32 Understanding the semiotics of sensory benefited from this influx of which – if normal venture
perception
capital success ratios apply – some 60 will emerge as
using experiential research
viable competitors in this space.
38 Enabling business with a location strategy All of this – plus the reams of commentary on the
and how this can help us gain better insights impact of analytics in all its forms – prompted one
leading industry commentator to opine on Facebook
44 Measuring peace that, within five years, traditional market research
can Big Data make the world a better place?
firms will no longer exist. I respectfully disagree. Many
46 Real time marketing management is here of the names that are familiar to us today will still be
get used to the flood of new acronyms around, many of them thriving. What they do,
however, and the business models under which they
46 Big Data for one on one real time marketing do it, will probably have changed and mutated
creating a time line significantly.
The idea that the new entrants – which admittedly
54 Increasing the return on consumer insights
how to maximise the reach, impact and longevity do include big social media and technology names
of research such as Facebook, Twitter and Microsoft – will rule the
roost while existing market research firms lumpishly
56 New ESOMAR report sit on their hands and wither away is absurd. Nowhere
Telephone and internet coverage around the world is this more apparent than in the interviews with the
CEOs of the Big Four which appear in this edition.
They show a keen awareness of market forces around
them and determination to change and compete.
reguLars I have taken the liberty of mashing together five great
quotes from these gentlemen which, together,
43 Reflect 51 RW Connect express that awareness and determination:
advocacy: That
“As we are hunted and driven by many agile
crucial handshake 57 Marketing Case
History companies, we need to be more daring, we need to
48 Dr. Pete how consumers be brave and move past the traditional boundaries of
The walk-in clinic for search online market research. Nevertheless, great human
research ailments researchers will continue to be invaluable.”
58 Calendar 2016
If these, and other CEOs like them, are to be
50 ESOMAR Lounge
Three questions for believed, this is not a Kodak or Polaroid moment or
the President even a DEC moment. Instead, look upon it as a
bungee moment – scary, but very exciting nonetheless.
RESEARCH WORLD | January/February 2016 5

robert heeg regional profile mEnaP
The future is very bright

In the MENAP region (Middle East, North Africa, ESOMAR’s MENAP Forum 2016, to be held 8 and 9
March in Dubai, reveals a research region in transition.
Afghanistan, and Pakistan), rapid digital progress Amin Piracha, head of consumer insights at Nestlé,
Pakistan and Afghanistan (and a programme
is taking place, even when basic information is committee member for the event), describes the
competitive environment. “Mobile technology and
sometimes lacking. evolving social media have disrupted traditional paths
of business as well as the ways we understand
contributors consumers. Brands continue to evolve and adapt to
amin Piracha is head of consumer insights at nestlé, Pakistan and this changing business reality. Various sources of
afghanistan, Ziad skaff is managing director mEna at hall & listening and communicating with consumers have
Partners Dubai office, Quratulain ibrahim is cEo of Tns aftab,
become cardinal for the success and growth of brands;
Pakistan and tarek elnagdy, head of cmi at unilever north africa
making sure they hit the right chord while ensuring
and middle East, uaE.
world class execution.”

Ziad Skaff, managing director MENA at the Dubai cLutter
offices of research agency Hall & Partners, describes an Tarek ElNagdy, head of cmi at Unilever North Africa and
increase in data multi-sources. “The explosion of social Middle East (UAE), says that companies and researchers
media, added to the penetration of smartphones – mainly must rely on primary multi-data sources to complete
in some GCC markets (Gulf Cooperation Council, analysis with a business perspective. “Research
ed.) – has enabled researchers to enrich findings with agencies run a wide number of syndicated studies to
broader insights, providing clients with incremental value complement the lack of secondary data in the region,
without noticeably increasing research spend.” which is helpful but can’t always replace official
secondary data sources.”
aLien concePt In some countries the sources vary more and can
A look at regional tools and data sources (see graph) include a wide range of tools, says Piracha. “Brand
shows that ‘traditional’ research methods such as face-to- health trackers, retail audit data, household panels,
face and telephone remain key to understanding MENAP social media monitoring and listening, mobile
consumers. Quratulain Ibrahim, CEO at TNS Aftab, monitoring through partner telecoms, BTL and ATL
Pakistan, emphasises the limited sources of (big) data. tracking, in-store and out of home monitoring, trade
“Only one or two telecom companies have analytics analytics and RED tracking, competitive analysis,
departments which track customer data. Social media marketing mix modelling, syndicated as well as
monitoring is almost negligible. Internet of things is a customised researches; these are sources of enhancing
totally alien concept. Very high-end cars have cellular our consumer knowledge base. Living in this data rich
sims and some internet TVs are available but are not yet world makes it imperative for businesses to break
used for research.” through the clutter for a 360 degree view.”
She describes why the use of multiple data sources is
rare. In Pakistan the government bodies either do not investment
gather such data or do not make it available. The last Public and transactional data remain scarce in the
population census of Pakistan happened in 1998. Only region, says Skaff. “While the first is not believed to
recently have clients and data providers begun using show real development in the next few years, the
syndicated general population surveys to link data or pre- latter will exponentially increase as brands and
empt trends.” customers exchange more information against
selective benefits.”
ElNagdy, who is based in Dubai, adds: “Normally,
menaP spend by research method in 2014 (%) companies look at various sources including internal
data, industry reports, retail data and consumer
Other Pakistan research. However, the use of social media data and
Lebanon
mobile research has increased as a result of the digital
Other qualitative GCC (Bahrain,
Kuwait, Oman, boom and the expansion of social media and internet
Online qualitative research Qatar, Saudi penetration.” He sees a need to look at multiple data
Arabia and sources as regional secondary data sources are
In-depth interviews UAE) insufficient. “Reliable macro-economic reports,
Egypt consumer trends, category and industry reports are
Group discussions limited. Investment in knowledge building will help the
business community take informed decisions, in turn
Automated digital/electronic helping the overall economic performance of the
region.”
Online traffic/audience
Mobile/smartphone tremendous growth

Meanwhile, Ibrahim, who is also ESOMAR’s
Online representative in Pakistan, identifies major changes.
“Internet penetration is around 10%. With 3G mobile
Face-to-face internet, penetration has risen significantly. Mobile
penetration stands at 75%, bringing a rise in telephone
Telephone interviewing. Some companies are considering digital
consumer panels as well. CAPI and CATI technology
Postal
has become widespread. Compared with the global
research industry Pakistan was lagging behind in many
0 10 20 30 40 50 60 70 80 aspects. However, the past five years have seen
tremendous growth. The future is very bright. Many
source: Esomar’s 2015 global market research study more multiple source, big data mining projects are on
the horizon.”

simon chadwick Trends
2015
caPitaL investment
in the market
research and
anaLytics sector
Implosion, correction or normal?

In 2014, the pace of capital investment into our
industry jumped 83% over the prior year. That
I nvestment has returned towards
‘normal’ levels. The Cambiar
Capital Funding Index (CCFI), now
2014. This suggests the cycle of
investment over the last half-decade
was coming to a natural end as
was on top of an 88% increase in 2013. Nearly in its fifth year, recorded 120 investments showing signs of success
transactions in 2015, down from 152 were reinforced and others departed
$5.8 billion poured into the industry–seven in the prior year. These transactions the field.
amounted to $2.56 billion flowing This is what appears to be
times higher than in 2011. When will this stop? into the industry; since we believe we happening, with investment in data
capture only about 80% of all such analytics firms dropping by 40% and
The answer, it seems, is now. transactions, this equates to a total in market research declining by 75%.
inflow of $3.2 billion – or some 55% (It is likely that the drop in MR
of the previous year’s total (chart 1). investment was closer to 70% as we
That might seem catastrophic, but did not include the investment made
2014’s data included some hefty by Tailwind Capital into Lieberman
IPOs and venture infusions (IMS Research Worldwide as terms were
Health, Cloudera, iSentia, Mozido not announced) (chart 2).
and Qualtrics) which accounted for The fall in investment levels in
$2.7 billion in just five deals. analytics is attributable to a 62%
Excluding those transactions would decline in capital going into big data
have brought the 2014 total down to analytics. It seems the huge inflows
$3.1 billion – not far off this year’s seen in 2013 and 2014 have sated
number. Three of those events were investor appetites. This is not
IPOs which represent the logical surprising as a point should come
outcome of a series of private and where the supply of big data
venture investments over the course solutions will outstrip market
of three particularly successful demand and therefore increase the
company’s lives to that point. The risk in each subsequent investment.
other two represented a “doubling Counterbalancing the drop in
down” on successful data analytics interest in big data analytics is an
solutions, of which we saw a lot in increase in interest and capital flows
chart 1. total investment (us$ x billion)
6 12 month
periods ending
on November 30
5
of years shown
1
simon chadwick is
managing partner of 0
cambiar and editor- 2011 2012 2013 2014 2015
in-chief of Research
World. source: cambiar capital Funding Index 2015

into three specific areas: predictive predictive analytics was concerned,
categories analytics (+37%), social media there was more evidence of “early
analytics (+92%) and web analytics stage” investment, suggesting this may
The terms used to describe the types of analytics firms in (+183%). Each had been stable be a sector to watch over the next few
which investments have been made are largely those used by during the boom times for big data, years (chart 3).
the firms to describe their core businesses. Some (social
media analytics,’ ‘mobile analytics,’ ‘text analytics’ and
but now appear to be benefiting from In the market research sector, the
‘predictive analytics’) are self-explanatory. Others, such as the “breathing space” afforded by big two main beneficiaries of capital
‘big data analytics’ and ‘web analytics’ are looser and used data’s fall from grace. In the case of inflow were MR platforms (primarily
more broadly to describe a variety of different approaches. social media and web analytics, the SurveyMonkey) and MROCs
However, ‘big data’ is usually used to describe the ability to majority of investments made in (online communities). The former
mine extremely large and/or diverse data sets and derive 2015 were ‘late stage’ – they were has been characterised in the past by
patterns and insights; ‘web analytics’ usually describes fairly large investments in established extremely large investments in
patterns of behavior on the internet.
companies that had already been winners – primarily Qualtrics and
through multiple rounds of funding. SurveyMonkey. This is not
In these cases, investors were once necessarily a sector for newcomers.
again doubling down on companies The latter shows signs of new and
funding definitions that had already shown a degree of innovative combinations of
success and market traction. Where technology and communities in areas
Seed: very early stage funding, usually at the beginning of a
company’s life
Series A through E: sequential rounds of equity funding as
the company grows, with ‘A’ being the first in the series;
usually these rounds are funded by venture capital or private
equity funds which then become shareholders of the
company
Debt: funding, often carried out by banks, that injects capital
into a company; that capital then becomes a debt obligation
We anticipate that investment levels
for the firm – funders become creditors rather than
shareholders
have returned to levels that may be
IPO/Stock Issuance: a public stock offering to raise capital
more sustainable.
chart 2. relative investment in market research chart 3. investment type by of analytics (us$ x thousand)
vs. data analytics ($bn)
4.0 2011 1,600 2012
2012 2013
3.5 2013 1,400 2014
2014 2015
3.0 1,200
2015
2.5 1,000
2.0 800
1.5 600
1.0 400
0.5 200
0.0 0
Market research Analytics Big data Social media Web Mobile analytics Predictive
source: cambiar capital Funding Index 2015 source: cambiar capital Funding Index 2015

chart 4. investment type by stage (us$ x billion)
Not surprisingly, the vast majority of
investment firms active in the sector
6 Debt
A were also US-based.
B
5
C
D
4 E
IPO
Other
3
headquartered in the USA. Not My favorite? A market research
1 surprisingly, the vast majority of company dedicated to the study of
investment firms active in the sector marijuana! Perhaps research really
0 were also US-based. has arrived in the 21st century!
2012 2013 2014 2015 Does this mean that the investment On a final note of optimism, it is
source: cambiar capital Funding Index 2015
boom in marketing research, analytics good to see that a third of companies
and information is over? Probably not. receiving seed or angel capital are
Rather, we anticipate that investment located outside the US.
levels have returned to levels that may
be more sustainable and that VC
funds will look for the next few years
such as customer advocacy and to realise the returns on their
mobile. investments of the past half-decade.
In terms of the type and stage of We were encouraged to see that
investment, the data again bear out 18% of the tracked transactions were
that 2015 was mainly about angel and seed capital – small amounts the cambiar capital
consolidation, not so much about of money going into very new and funding index
new ventures. Series B and C small companies. They may have
investments were significantly below accounted for only $32m of the The index is based on a
those registered in 2014, while Series $2.5bn tracked, but point to an comprehensive database of all
announced investment deals as they
D infusions increased relatively interesting future for investment in
relate to a broad definition of our
substantially. In addition, a number this sector. The table below indicates industry. This definition includes firms
of companies – accounting for about where investors may be going if angel whose core business involves primary
one fifth of all monies and seed funding is any indicator of and secondary market research,
invested – opted to search for future plans. sample provision and data collection,
alternative financing, primarily in the research-related technology,
form of equity and debt, rather than syndicated reports (eg, Gartner,
table 1 Forrester), ethnography, web and text
the more typical venture capital
analytics, social media monitoring,
(chart 4). Marketing intelligence platforms (3)
market intelligence and all forms of
All this suggests that investors, Location data analytics (2)
information and analytics that inform
having ploughed well over $10 billion Mobile ad tracking (2)
marketers and brands about
Video big data analytics (2)
into marketing research, analytics consumers, their attitudes and
Big data privacy
and information sectors over the last Mobile video market research
behaviours.
five years, preferred this year to It is based on deals announced in
Market research retrieval and visualisation
consolidate on bets that looked as if trade newsfeeds, the trade press and
Predictive analytics
they were coming good rather than investment and technology news sites
Retailer analytics
around the world. Only deals
into totally fresh and new things. Social media influence networks
announced between 1 December 2014
An established pattern over the Social media targeting
and 30 November 2015 are included in
years, 90% of all new investment in Social media polling
the Index.
WiFi analytics
2015 went into companies

waLe omiyaLe hot topic
From professors
to innovators
What does the future hold for market research?
Confirmit recently ran a survey called “What type of market research, determined to move market research out of the
researcher are you?”, aimed at uncovering the personalities shadows by embracing VoC as part of a research process
that make up today’s market research industry. More that delivers business value.
The Apprentice: lacking research experience, but
importantly, we wanted to find out how those personalities compensates by listening and getting involved without
see the future of the industry–and their place in it. barriers that prevent new ideas emerging.
While this was never intended to be a highly which Personas Lead the industry?
sophisticated study, it has yielded some fascinating Each persona was created to lean towards a particular
insights that offer positive guidance for the industry’s focus – business value, traditional market research,
future. Over 1300 respondents from the UK, US, innovative methods, data exploration, etc. The Guru,
Germany and Japan completed the online survey over focused on delivering business value, was by far the
a two month period, answering questions about key most common outcome with 61% of respondents
market research topics including social media, data awarded that persona globally.
collection and Voice of the Customer (VoC). Their There was some geographical split: in the UK and
responses were used to summarise their approach to Ireland, that figure was 67%; in the US it was 50%; Japan
the world of market research in the form of one of five and Germany both came in around 65%. And in all
personas: regions except Germany, the second most awarded
The Professor: extensive understanding of academic persona was The Innovator.
foundations of MR and their application to business While we shouldn’t view these results with too much
challenges; positioned as a strategic advisor. gravitas, they do suggest our industry is evolving to
The Explorer: determined to share findings widely, embrace new technologies and methodologies and
deliver strategic insights, and bring them together into understands that to survive and thrive, we need to deliver
a single repository. insights on which clients can drive business change.
The Innovator: redefines problems as opportunities,
excited by new technology and understands the what do the resuLts highLight?
possibilities presented by VoC. wale omiyale is Questions about the best way to gather data provided
svP market research
The Guru: a critical player in some useful insights. 34% of respondents suggested that
at confirmit.
the move towards strategic the best approach is “By asking the questions that will
THE PRO
FESSOR
ER
xPLOR
THE E

RU
THE gU
Clearly, researchers accept that threat. 55% regarded it as “An opportunity for market
research to evolve to deliver increased business value”,
a broad, results-driven approach while a further 22% said it was “A complementary
practice to market research”. This was supported by
to research is now the norm. responses about the future of MR. 33% of respondents
see an evolution towards client-centric business
consultancy, and 29% see a domination of new
technology. These points support the idea of research
businesses becoming partners in building successful
VoC programmes.
and finaLLy…
deliver business value” and a further 28% said We also asked respondents to complete the statement
researchers should use “multiple channels, including “The future of market research is …”
mobile and social data”. Clearly, researchers accept that This released a can of worms – albeit a broadly
a broad, results-driven approach to research is now the positive one! Globally, the single most-used word was
norm. “exciting”, underlining the wealth of opportunity that
On the topic of social media, 55% of respondents lies ahead for researchers. There were also many
described it as “A useful addition to market research if references to technologies such as geo-fencing,
we can bring data together effectively”. There’s a big big data and integrated data and analysis.
‘if’ lurking in that statement, but it seems that the market For me, the comment that most neatly
research world is responding positively to the challenges encapsulated the issues surrounding our industry was:
posed by social media. “The future of market research is exciting for the
Looking at Voice of the Customer and the role of researchers but frightening for their companies.”
market research in 10 years, it was encouraging to see This highlights the chasm that sometimes exists
that more researchers see VoC as an opportunity than a between researchers and the business of market
research. It’s up to us to bridge that gap and ensure
the future is not only exciting, but secure, commercially
successful and relevant.
THE INN
OvATOR
THE
APP
REN
TICE

jo bowman cover
Living
in a
We talk to four of the most influential CEOs in our
industry about merging data streams and why the
role of market research is more valued than ever.
data rich
world
we combine various data sources, perspective and meaning – and
and the list gets longer every day. I believe this is something unique we
To cope with the amounts of new can offer.
data and sources, we have ramped I do, however, admit that we need
up our IT and data science to be even faster. Our innovation
capabilities. Buying technology was pace must increase as we are hunted
easy, the challenge is attracting the and driven by many agile
right talent, and therefore, we competitors. As an industry, it is
invested in more attractive and important that we take more risks
creative workplaces. and provide our experts with the
As new providers of consumer resources they need to develop the
insights enter our space, we need to next big innovations our clients
prove our strengths. The new expect. One expectation is the
competitors do not automatically demand for (near) real-time
provide context, insight or even information, so our clients can utilise
gfk ceo, matthias conclusions. In most cases, this data it to optimise their campaigns,
hartmann is not smart data. One must first ask especially in the digital space.
Digitalisation, especially the smart questions, and this has always Another area where we need to
smartphone revolution, has not been the strength of market innovate is in the field of predictive
only transformed our everyday research. It is also essential to put analytics. We already made progress
lives, it has also introduced an the data into context. Market here and with the range of
abundance of new touchpoints for research has this capacity by information we collected in the past,
brands, products and services. At providing the methodologically we are well positioned to take the
GfK, our promise is to deliver a truly robust data needed to reference lead. However, we still need to be
holistic picture of consumers and unstructured data masses. Big data more daring and set a clear focus in
so we cannot ignore the massive sources can be calibrated with developing the right analytical
data sources today’s mobile and representative panels to add real capabilities.
digital lifestyle bring – we must tap
into these, play to our strengths
and integrate them with the
wealth of information we already
have.
To give just two examples:
Combining the digital touchpoint
experience with the actual
purchasing behaviour we track in our
consumer panels, is key to advising
our clients on the effectiveness of “As an industry, it is important that we take more
their cross-media advertising
campaigns. Combining retail sales risks and provide our experts with the resources
data with online pricing intelligence
is key to developing the most they need to develop the next big innovations
profitable pricing strategy. These are
some of the many instances where our clients expect.”
iPsos chairman and ceo, “The ability to make things not just accurate
didier truchot
I think that everybody in this industry but simple, accessible and open for
is doing their best to manage in this
new situation with many sources of distribution – that’s where I think our
information. And there are several
reasons why I think our sector is well industry needs to make more progress.”
positioned to help clients deal with
this. That is why, we have decided, at
Ipsos, to adopt the new signature
“Game Changers”, to show that we
are mobilised to support our clients
in their own transformation.
We have deep knowledge about
how different sources can be
used – which make sense from a
quantitative perspective, and which
should be used with more
caution – because not all data sources
are equal or interchangeable. This However just as clients are they’ve always done. This means
industry maintains a professional and encouraging us to be bolder, and that as an industry, our mission is to
neutral point of view about all these there’s a clear call for action to find push and engage our clients as
data sets, including the data we new solutions and to experiment, much as we can; we need to
produce ourselves. there is some conservatism in our understand there’s a need for action
We also have an opportunity to clients’ organisations as well. Often and we’re well positioned to push
look at how we can make the clients say “OK, but let’s keep most for that.
production and delivery of our own of what we do the same”, and The third way data affects our
data simpler, quicker and more I understand why they feel like business is we are enabled to use
efficient. We need to be that – they know a lot about what information in a more systematic
brave – engaging our clients and way, to give to our clients the best
discussing how we can deliver the overview of society, consumers and
right sort of information by re- markets. With all the different
engineering our work, whether we’re channels of information and
talking about surveys, passive methodologies, there is a lot of
observation or another kind of tool. diverse and very rich data and that
Clients expect curiosity and can be very powerful, but if not
innovation from us; and to be offered mastered it can become confusing.
the best solution to fulfil their needs, The ability to make things not just
but no one wants to throw the baby accurate but simple, accessible and
out with the bathwater. If we’ve done open for distribution – that’s where
something for years and it still makes I think our industry needs to make
sense to do it, then we should keep more progress. Of course, technical
it – but look at doing it more detail is important, but we do need
efficiently. to create clarity.

kantar ceo, eric saLama “There is no shortage of great ideas, pilots or
Everyone who I have worked with
knows the importance I attach to the examples of new innovative work for clients…
centrality of human curiosity and
creativity to great insight work; As an industry we are not short of innovative
without it, we cannot understand
why people think and behave the ideas, but our focus must be on scaling them
way they do. But we cannot ignore
the impact which big data is having for the benefit of clients.”
on our industry.
Clients have multiple sources of
data – from their CRM systems and
touchpoints with their consumers,
social media, tagging of sites and
panels – all of which can be analysed
at low cost and, more importantly, the unrecognisable. Qualitative and same way everywhere. Mobile panels
which offer the opportunity to semiotic work continues to flourish and other infrastructures are not
deliver real-time and predictive but so, too, do hi-tech solutions from consistent, client needs vary and
insights. new players such as Google and local needs do not always accord
This puts two demands on Facebook. As I look across the with global ones. Good talent is not
researchers and on the companies Kantar world, we have innovated like evenly spread. As an industry we are
we work for: we need to understand never before – we capture insights not short of innovative ideas, but our
how different sources of data without asking people, through focus must be on scaling them for
combine with each other to produce neuroscience and social media, we the benefit of clients.
insights, and we need to develop a can link purchase and media
generation of chefs – people who are behaviour in real time, we can
comfortable making meals from a predict behaviour, many of our retail
variety of data ingredients and not and trade solutions are software-
just those we harvested ourselves. enabled. There is no shortage of
But, and it’s a very important but, great ideas, pilots or examples of
the volume of data keeps on new innovative work for clients. And
increasing exponentially. And while some of our innovations – such as
computing power will help, making facial coding embedded in copy
sense of all this data will become a testing – are available in every market
growing challenge. Which brings us in the world.
back to human curiosity. The best But that is an exception; we still
way to be able to make sense of all don’t have enough new ideas that
this data is to have hypotheses of have been scaled to every market.
what is happening and why, and to Our clients don’t need more ideas;
be able to test them using the data. they need more ideas and
Great human researchers will approaches that they can roll out
continue to be invaluable. everywhere. The barriers to scaling
Look around the research space are numerous – data sources such as
and it is a mixture of the familiar and loyalty cards are not available in the

nieLsen ceo, mitch barns Measurement and analytics drive
Research has to adapt by business processes; data from
integrating new data sources and research is one key component, but
techniques with traditional panel so is data from a growing number of
and survey data. This often will other sources, including “big data”
involve negotiating with multiple sources. High-quality research data
information owners who will share is often the ingredient that enables
their data only with those they trust us to cut through the noise to distil
to keep it safe and use it impartially. big data into smart data. This is the
This kind of calibration is becoming most important area of innovation
even more important, because happening in our field today.
today’s definition of big data will But it’s not the only area, and that
often not be big enough. Similarly, is a good thing. When it comes to
big data generally accumulates as experimentation and innovation, we
opposed to being constructed. television, digital, and consumer always need more. The world
Making the big datasets useful purchase panel data to calibrate and around us continues to change
requires calibration – to adjust, clean, validate those behavioural segments rapidly. Our disciplines and
or calibrate the data or to make it and models that are then applied to capabilities need to change just as
representative. Often the best way cookies and device IDs. In addition, fast to keep up and stay relevant.
to do that is to leverage high-quality we use hundreds of external third- Clients have access to more data
panels or survey data sets that party data sets to enhance those sources and better technology than
function as a source of truth. segments, but we use our panels to ever before, and they are achieving
Our new acquisition, eXelate, is validate the accuracy of the more speed and precision with their
an example. We use Nielsen databases. marketing, sales, and innovation
processes than ever before. A lot of
this progress is being aided by
players from outside the traditional
“market research” industry. That
trend is going to continue. Whether
it is a good thing or a bad thing for
market research players depends on
“High-quality research data is often the how they respond. In our view, the
best response is for the industry to
ingredient that enables us to cut through move past the traditional
boundaries of market research and
the noise to distil big data into smart data. join up with the larger segment
around us, where the historical
This is the most important area of innovation strengths and capabilities of market
research are incredibly valuable,
happening in our field today.” but – by themselves – not sufficient.
In my view, it’s positive and exciting.
In fact, the way I see it, there has
never been a better time to do what
we do.

tom wiLms research in business
Driving Customer Centric growth

Time to adapt or end up in the graveyard of brands
We live in a connected society. It is estimated that by customers, serving them in a fast and
credible way, and in being truly
2020 there will be 50 billion connected devices in the customer centric.
Companies and brand owners only
world–an average of seven per person – and 212 at the initial stages of setting-up,
collecting, and using this kind of
billion sensor-enabled devices. behavioral data should accelerate.
Consumers are more connected than
ever and leave a trail of digital
It’s hard to imagine the possibilities drivers don’t cut it any longer. Almost tom wilms is senior footprints. This generates a waterfall
for the ocean of behavioral data these anyone can produce quality products, research director at of rich information, but also has a
devices will provide; but this means and manufacturing in itself no longer millward Brown drawback. Everyone has access to the
that we will (finally) have the data provides a (sustainable) competitive vermeer same data and information which
available to better figure out what advantage. become a commodity, and everyone
customers want, to better understand With more connected devices, is able to copy each other with the
our customers and become much more transparency of the digital speed of light.
more customer centric. Not only can world, and commoditisation of History repeats itself as in the age
we be more customer centric, we also information and data, the real (future) of manufacturing back in the 60s.
must become more customer centric, source of competitiveness lies in truly Everyone was able to produce high
because traditional business value understanding the needs of quality and could copy each other

quickly. For instance, private labels the challenge actions by intensifying and who have both the analytical skills to
did this and still do so, sometimes amplifying our reach. work with data and the capability to
overtaking market-leader brands. is not so much On the flipside, there are also interpret data and translate it into
Even today examples can be found. significant challenges to overcome. clear recommendations and actions.
So if you are not in this game, adapt to have the Besides making sense of data – with Over-performers especially recognise
quickly or you might end up in the the commoditisation of data the the challenge to make sense of all
big graveyard of brands. Many right data, but challenge is not so much to have the available data and to hire the whole-
brands have just taken this initial step right data, but to make sense of it brain people who can help them
in becoming more data savvy. to make sense all – there are also obstacles with achieve it.
Accompanied with a mentality of risk- internal silos and bureaucracy.
taking and experimentation, it can of it all. Organisations struggle with and, Let’s evoLve
accelerate the learning curve. functional silos (internal barriers that However, there is more to this
hamper collaboration), and game to be successful.
so, Let’s adaPt additionally they struggle with their Besides the first two
In the Insights2020 survey (insert legacy of structure and functions steps – having the
exhibit 1) one of the first which are not designed to deal with data and
knowing
© Pascal Tieman
what to do with it – there is a
questions third and probably most important
asked was, “How do you step of how to leverage it to make it
see the future?” Insights & Analytics the opportunities of today. Not a sustainable competitive advantage.
and technological developments surprisingly, under-performers in the How to leverage data to become
clearly offer opportunities: we can market especially struggle with these more customer centric relates to
enrich our understanding of the issues. It seems over-performers have three dimensions: 1) total experience,
customer with behavioral data, accepted that ‘silo-busting’ is actually 2) customer obsession, and 3) insights
personalise our offerings accordingly, a myth, that there will always be silos, engine (exhibit 2). These three
bring our insights into actions across and that cultural change is needed to dimensions play an intertwined role.
multiple touch-points with our deal with the silos rather than trying The insights engine should make sure
customers, and – especially true for to find the solution in structure. Last that the power within the data is
over-performers – we can let our but not the least, there is a need to released when different data sources
brand purpose better guide our recruit whole-brain people: people are linked. For this three critical
capabilities are needed: 1) having
proper business acumen, 2) finding
exhibit 1: outline of the insights2020, driving customer centric growth creative solutions to business
questions, and 3) being able to tell
Insights2020 is a programme that uncovers drivers of Largest and most global i&a study compelling stories to bring the
customer centric business growth, supported by a broad ever conducted message across. This is the first
coalition of founding partners (ESOMAR, ARF, Korn Ferry, 60 markets
fundamental step, followed by having
LinkedIn and Kantar) and a world-class, cross-industry 337 vision interviews
Advisory Board. 10,495 survey respondents
or creating an organisation that is
Insights2020 is a combination of qualitative (337 vision obsessed with customers. It should
interviews) and quantitative (10,495 respondents) surveys. It • LinkedIn behavioral analysis be clear from top to bottom that
also distils learning from behavioral data, for which the • Wharton crowd sourcing customer information should be
LinkedIn database was applied. In addition, there was also • 8 global research teams embraced by all and that each and
crowdsourcing in collaboration with an expert pool from • Cross-industry, cross function every customer can deliver further
Wharton University and desk research, to ensure that we are insights, no matter where, no matter
building on all available knowledge and learning.
when.

So after having created a solid strategies. Let’s say, in an experiment, the outside reduced dramatically (sometimes even
foundation, the soil should be fertile there are different messages sent to real-time), and better data is available
as well, otherwise the insights engine small groups of people with different world, your because it is captured without
will be a silo in itself. And so we and/or the same characteristics. The interfering with the consumer (the
move to the third dimension, the response is measured and very quickly customer or ‘question-answer’ game does not
total experience – where everything is there is a view on what works best for always deliver the right answers).
driven by a clear brand purpose, the what group. The best performing consumer, is Every company or brand is at a
data should address consistency over alternatives can then be applied and different level and has a different
all touch-points, and brand scaled to the appropriate universe. ever-changing ambition to deal with growth in a data
experiences should be driven by With digitisation in the last decades, rich world. The outside world,
insights. this approach has been applied to and with more your customer or consumer, is
many more situations, for instance the ever-changing and with
effectiveness of banners or the speed than more speed than
functionality of websites. ever. A factual
So after experimenting, a ever.
customised set of initiatives or
understanding
of their decision journey is key to
but HOW do we adaPt messages can be put forward success. It is not (only) about your
and evoLve? to different groups of consumers, all product or service, but also about the
So let’s take an example in which we based on what the data told us. Due difference, big or small, that you
combine driver 2: data-drive to digitisation there is more, faster, make in the life of your customer.
customisation, 7: experimentation and better data available. More data To get this understanding in an
and 9: unlocking the power of data. is available because digitization agile way – because you often need to
One of its applications comes makes it possible to log and store act quickly – forget about 100% detail
together in a ‘Learn quick, fail cheap’ every footstep of the consumer, faster and correctness of the data, and focus
mantra. It has been applied already data is available because the on accessibility and increase action-
with, for instance, direct mail processing and analysis time is ability. Above all, stop managing risks
and start experimenting! Allocate
some of your budget to learning and
exhibit 2: the drivers of customer centric growth becoming future oriented. It is
even more crucial to adopt a mindset
There are 10 drivers of customer centric business that failure is an option, and fully
growth, clustered into 3 dimensions. embrace the power of experimen-
tation. Finding depth and meaning in
1. Purpose-led 4. Embraced by all data is just as important. It is the
2. Data-driven customisation 5. Leadership priority other side of the same coin. Don’t
3. Touch point consistency Total Customer 6. Collaboration
Customer just validate what you deliver to your
experience obsession 7. Experimentation
centric customers, but reach out and find
growth
ways to co-create and innovate with
customers as well. Find new platforms
where you can interact, rapidly
Insights engine
deliver new solutions, and enhance
the customer experience. Go out
8. Leading role of I&A
and be with the customers, talk to
9. Unlocking the power of data
them, walk with them, eat and drink
10. Critical capabilities
with them.

adam frost, jon PuLeston, satsuki suZuki and tobias sturt research challenge
do you see put a polar area chart in a larger graphic, people

remember 34% more information – compared to using a
bar chart. Decorated columns perform even better – with
50% more recall of extra information than a bar chart.
what i mean? what about infograPhics?

They’re often maligned as the charting equivalent of
muzak, but do people like, understand, remember and
share them? Most of the time, yes. We tested 11 different
Letting images do the talking graphics and compared how they performed vs the same
information as text. The average curiosity rating was 42%
for the copy alone, 56% for the infographics. In the case
of the best infographic, 17% wanted to view the copy,
50% wanted to view the graphic. Even for a deliberately
terrible graphic, it was a tie – 41% wanted to view the
T
his year, Lightspeed GMI and Graphic have been copy, 41% wanted to view the graphic
trying to answer a key question for researchers: do People also want to keep reading. We asked: ‘Are you
visuals help people understand information? curious to scroll down and read more?’ In 10 out of 11 of
There are a lot of statistics about how great the graphics, the graphic beat text. In the best performer,
visuals are: ‘60% of the brain is devoted to vision’, 45% wanted to scroll down when the information was
‘images are processed 60,000 times faster than text’ and copy, 78% when it was visualised.
so on. As most of these are dubious zombie statistics – we They are also far more likely to share what they’ve
wanted to work out if visuals actually work. seen. We tested 20 mini-infographics and those that
The short answer is they do – if used well. Icons used in used photos, icons, charts or all three were judged to be
a research questionnaire aid identification and stimulate ‘the most interesting’ and ‘the most shareable’. The only
interest. Compared to text alone, using simple black-and- caveat here is that in two cases, the copy-only version
white icons increased the selection rate by an average of was ranked highest for ‘data recall’. But there’s a useful
20%. In some cases, people recognised icons four times lesson there. If you design for data recall alone, you will
faster than text alone. There is a tipping point. Complex often end up with flat visuals or straightforward tables.
or full-coloured icons often slowed people down and Easy to read, simple to understand – but rarely enjoyed
realistic icons were distracting – as many products and and never shared.
concepts are culturally specific. One final point – it is possible to ‘overvisualise’. We
What about charts? These worked too. Any and every deliberately created a graphic that had huge amounts of
kind of chart improved data recall – compared to the illustrations and charts that didn’t relate to the
same information on a table. Among the standard chart information. This still performed slightly better than text
types, the top performers were bar charts and pie alone (9.2 phrases were remembered vs 9.1 for text alone
››
charts – where 92% and 82% recalled the top content jon Puleston and vs 12.8 for a more polished graphic).
item (for a table, it was 57%). The newer, more bespoke satsuki suzuki are We talked to more than 10,000 respondents over a six
charts, performed even better. 64% remembered the top from Lightspeed month period. To read more of what we discovered, turn
and bottom item in a polar area chart compared to bars gmI and adam the page or download our ESOMAR paper here:
(63%). For decorated bars (bars with icons on top), data frost and tobias https://goo.gl/RKuVPw.
sturt from the
recall was ever higher.
graphic Digital
These types of charts also helped people to
agency.
remember other information in the deck or slide. If you

Perfect exPeriment 1:
do icons work?
vision? In a survey we presented people with two types of

answer options: one with just copy, one with icons
next to the answers.
Over the course of an 8-questions survey, the
average option selection rate was 20% higher
when we used these kinds of icons.
Do visuals help to put your message across? Our research also helped us understand why – showing that
process icons and visuals over twice as fast as we can process
Or do they just get in the way? A team of us at text alone.
Lightspeed gMI and graphic spent six months
talking to over 10,000 respondents in our search
for an answer.
When designing for visual interest and shareability,
here is what we learned.
1. iconography and visual decorations work
We also worked out which types of icons work best. Simple one-
or two-colour icons were more efficiently processed than full-
coloured or more detailed visuals.
most interesting Less interesting

(+10% vs copy) (+4% vs copy)
mcdonalds
5.7 ms 20 ms
2. background photos beat inset photos
twitter
10 ms 27 ms
most interesting Less interesting

(+20% vs text) (+8% vs text)
3. 3d and ‘speedometer’ charts don’t work

20 ms 8 ms
Less interesting Less interesting

(–7% v text) (–13% v text) 33 ms 20 ms

exPeriment 2: exPeriment 3:
do charts work? do newer charts work?
We tested the standard Powerpoint chart types We also tested some of the more unusual chart
and found that they all performed better than the types – polar area, bar charts with icons, isotype
same information in a table. charts and treemaps. These charts often
performed better than bar charts. They also
helped people to remember other information on
the graphic or slide.
recall of top content item average recall for top and bottom items
Bar Polar area
92% 64%
Pie Ranked bar
82% 63%
Doughnut Unranked bar
76% 56%
Bubbles
67%
Table
57%
exPeriment 4: exPeriment 5:
what effect do images and graPhics have? do infograPhics work?
We then created 20 stories with differing amounts Well, you’re reading this, aren’t you? Would you read it if it was just
of visual information. copy? That’s what we wanted to test.
We took 11 infographics and created alternative versions – with
basic charts and no illustrations. In almost every case, people were
more curious to view the information in the ‘infographic’ version.
curious to view after two second exposure
Graphics No graphics
Just copy Bad visuals Photo 50% 30%
Background Icons or
photo charts
We tested three things: visual interest, data recall and

shareability. We found there was a tension between the
three measures we used.
Graphics No graphics
most interesting best data recall most shareable 55% 17%
There was a low correlation between ‘most interesting’ and

‘best data recall’.
However note the high correlation between interest and
shareability – suggesting that if you want your work to be
passed on to others, you should design for visual interest rather
than data recall.

However there was a tipping point. We took the google infographic
and created 4 versions, each with extra levels of illustrative detail.
version 1 version 2 version 3 version 4

You’ll see that it was the third
version where people
remembered the most words
and were most likely to share.
The fourth version – with extra
illustrations – did not fare as
well. However worst of all
was the second version – with
decorative charts not linked
to the data. This shows that
poor visualisation is harder to
understand than just text and
tables.
We ran many other tests which

can be found in our Esomar
paper here: goo.gl/rkuvPw.
In 2016, we intend to continue
experimenting.
Words remembered Words remembered Words remembered Words remembered
9.1 8.2 12.8 9.2

would share would share would share would share
29% 23% 40% 33%

fiona mcnae and cato hunt research in society
Understanding the semiotics of sensory

perception using experiential research
In recent years we have seen the proliferation in culture involving
immersive sensory experiences. From the Tate Sensorium to
Secret Cinema, people increasingly seek to make a deep,

fiona mcnae is cEo, and cato hunt is
director of innovation at space Doctors
unexpected and visceral connection to the world around them.
S
uch experiences provide an opportunity for pioneering experiment because it fuses an engaging, fun
people to feel their way into a new understanding experience for the public with the scientific rigour of long
of themselves and their world. However we are timeframe data collection.”
yet to see sensory experience being driven from
the heart of a brand in a way that materially contributes cuLture reinforces consumer PercePtion
to brand meaning. Understanding how culture shapes sensory perception
Most brands struggle to achieve anywhere near this makes it possible to bring brands to life in more
level of impact and talkability. Most brand models neglect distinctive, compelling and memorable ways. Moreover,
the importance of experienced meaning and perception, it enables brands to make sure that culture is reinforcing
the sensory semiotic: how a brand comes to life when rather than detracting from consumer perception and
people actually use it. They don’t tell us much about what intended meaning.
a brand smells like, what it feels like on the skin, the Brand meaning can be better translated into
experience of opening the product, or the people and experience once we have identified the sensory cues that
places and memories it connects us to. We believe the trigger the desired feelings and emotions within
missing link lies in an understanding and appreciation of consumers. Reconnecting with the physical, material
the way culture shapes and influences sensory perception. nature of brand experience through the senses reveals a
wealth of new ways to amplify brand meaning. If a
cuLture imPacts PercePtion skincare brand is all about softness, it makes sense that
Product experience does not happen in a vacuum – the we imprint this meaning across each sensory touchpoint.
senses are a powerful influencer of brand meaning and Perhaps the packaging substrate should be a responsive
experience. The setting, the thoughts triggered or silicone and not hard plastic. Maybe the sound of the cap
associated with a particular brand, the colours or textures should have a distinctive soft closure. Maybe the
used to tell us what a particular product experience ought advertising soundscape needs to move away from dance
to be like: these all influence the way consumers both music. When we start with the understanding that
experience a product and internalise the meaning of a context influences perception, we are able to take these
brand. aspects into consideration and use them meaningfully
A hypothesis like this requires data to back it up. A key and with purpose to tell our brand story.
question concerns the environments we create to seek
and collect data. Should we be creating research what we’re Learning
environments which strip everything, and explore the Early findings from Choco-Phonica suggest that cultural
sensory side of product experience in isolation? Or stimulus does indeed influence perception. We think this
should we be exploring the role of immersive, context- finding provides a strong argument for richer and more
rich environments and how these impact our experience experiential research and data-gathering environments:
of a brand or product? We want to argue for more ones that emphasise brand context and seek to
experiential and context-led research, and to better understand the impact different contextual elements
understand how context influences consumer decision- can have on consumer perception.
making and product experience. Since this experience Betty Adamou, founder and chief research game
does not happen in isolation from the broader brand designer of research through gaming agrees:
context, we think it is critical to make the latter a central “Immersive experiences that allow researchers to observe
part of the research process. behaviours in-context are more truthful, more in line
with the way people interact with the world, and provide
our exPeriment with food rich data for researchers as we watch emotions unfold
We are putting this to the test in Choco-Phonica, our and increasingly merge quantitative with qualitative
collaboration with Bompas & Parr and Oxford University methodologies. Observing customer experiences
at the British Museum of Food in London. By guiding in-context, whether through installations, virtual reality,
visitors through four cultural ‘chocolate soundscapes’ we games, or all of the above combined, are the way of
are exploring how these influence the perception of the the future and it has been evolving for some time.”
chocolate eating experience: the sweetness, bitterness We want to challenge the industry to layer
and creaminess of the chocolate being consumed. Qian experience into the actual consumer research process,
(Janice) Wang, from Oxford University’s Crossmodal and to create immersive approaches that consumers
Research Laboratory, is leading the scientific research. actually enjoy taking part in. Our experience with
“This is the first time anyone has attempted to understand Choco-Phonica suggests findings will be richer and
the role of cultural stimulus in shaping responses. This is a more rewarding for it.

edwin kooge, Peter c. verhoef and natasha waLk hot topic
Merging data streams

The real challenge of Big Data
Big Data is top of mind in many organisations The ultimate question is how these 1. Big data assets;

new developments and possible 2. Big data capabilities;
because of the flood of data now available. There competitive advantages can increase 3. Big data analytics;
is a belief that analysing Big Data can bring shareholder value. Our recent book 4. Big data value creation.
Creating Value with Big Data Analytics
substantial competitive advantages. However (Peter Verhoef, Edwin Kooge and big data assets
Natasha Walk) addresses this topic via An organisation normally has many
collecting and storing the massive data the Big Data Value creation model. assets, tangible (i.e. buildings,
streams–although a challenge in itself–is only This article introduces that model
which shows how Big Data can
factories) as well as intangible (i.e.
brands, customers, goodwill,
part of the story. significantly contribute to value products/patents etc.). Only in the
creation for customers (Value to the last decades have organisations
Customer, V2C) and for organisations realised that the data they store in
themselves (Value to the Firm, V2F). their CRM (Customer Relationship
V2C and V2F are at the core of the Management) systems or that they
ultimate objective of shareholder collect from external sources like
value creation. This objective can only market research have also become
be realised by merging relevant data valuable assets. Especially by investing
streams. in the right data and making good use
of these data it is possible to realise:
the big data vaLue • a successful and cost efficient
creation modeL process for acquiring the right
The big data value creation model customers;
shows how merging data streams can • valuable and sustainable relation -
realise value creation, one of the ships with existing customers;
greatest challenges of big data. This • loyal customers, preventing them
edwin kooge is managing partner and natasha walk and Peter
model has four elements, each dealing from leaving the company.
verhoef are co-founders and managing partners at metrixlab Big
with the complexity involved in the In an era of big data, the data itself is
Data analytics, the netherlands.
need to merge data streams: no longer rare and more and more

types of data are available. In this The real value of data is not in its mere presence
perspective unstructured data is
especially challenging due to its but in the underlying capabilities to merge and
volume and the need for
interpretation (for example sentiment exploit these data
analysis of Twitter data).
One could even argue that the data
itself are no longer that valuable, as
data are omnipresent and can be
collected in multiple ways and are
frequently publicly available to many
firms. However, we also observe that
for many firms which data sources
they have or can get hold of is not
obvious, also because just having data
is not enough. security issues with storage and departments and to educate them
Specific challenges experienced usage of data. in this new area, being able to work
around (big) data are: with all available data streams and
• many data sources are fragmented big data caPabiLities capable of deploying the right
and scattered in the organisation, The real value of data is not in its analytics to capture the value of
thus not merged and integrated mere presence but in the underlying the different data sources.
and often reported from different capabilities to merge and exploit 2. Systems: many systems are
silos within the organisation; these data – the glue that enables that involved in collecting and storing
• the flood of data, requiring a big big data together with other assets be the data sources. Due to the
data strategy to decide what to exploited to create value. specific nature of new data sources
store, where to store and how to Capabilities to be addressed are: (like the massive volume of
process these data; 1. People: it is vital to have the right unstructured data) new
• the rising awareness and quantitative human resources in technology has to be integrated
concerns around privacy and the different intelligence with existing legacy systems.

Value extraction means focusing on challenge (like predicting churn
probability of customers) or more
defining the right markets and standardised models to improve the
whole tactical marketing decision
market segments to be active in as making, showing relationships
between market, brand and customer
well as in realizing a fair market performance and creating a holistic
perspective on the effects of
share and valuable brand. marketing decisions.
Furthermore, nowadays models
are also used to build information
based products, for example a
recommendation algorithm for an
online retailer.
Specific challenges around Big
3. Processes: necessary for storing, combination of gut feeling and Data analytics are:
accessing and analysing data as well intuition with a fact based • The broad choice of analytics and
as communicating the outcome analytical perspective within techniques to be deployed;
between analytical teams and (com - marketing & sales. • Creating ‘need to have’ analytical
mercial) management. Privacy and output instead of ‘nice to have’
security are important topics. big data anaLytics output;
4. Organisation: the right structure to Within Big Data Analytics we • The physical integration of all
realise maximum impact on daily distinguish between two different available data sources (including
business with analytics – whether forms of analytics: market research data) to show
with separate departments or • Analytics focusing on gaining relationships between the relevant
integrating the analytical function insights commercial KPIs (Key
within the marketing & sales • Analytics to develop models for Performance Indicators).
department. improving decision-making We would like to explain this last
However these capabilities also create The insights are typically used for point in depth. There are several
specific challenges to be solved in either making better marketing or possibilities for technically merging
order to succeed in creating value with sales decisions (for example showing data sources at the deepest
merged data, like: that a new pricing strategy improves level – ideally at the individual level,
• Scarcity of talented data scientists, brand performance in the high value and if that is not possible a common
expected to grow in the coming customer segment) or for defining denominator should be defined at a
years. actions and campaigns higher aggregation level.
• Huge investment in IT systems and selecting the right target This process should be applied for
tooling, to capture, store and groups with the highest every pair of data sets. In practice this
process all data. potential. would mean that the organisation
• Scattered and increasing vendor Analytics aiming to develop would end up with a hybrid
landscape, imposing a difficult task models for decision-making are approach: some sources will be
in choosing the right meant to objectively automate (part merged at the individual level and
(combination) of vendors. of) the decision making process of others at a higher aggregation level,
• Having the right culture within the marketers. They can be specific for example, merging data at the
organisation, focusing on a sound models addressing a specific segment level.

an overview of typical data sources that might be relevant
value-to-Customer value-to-Firm €€€

Market/category Innovation research Market sizing, descriptions & monitoring
(like GfK, Experian, Telecom paper)
Brand Brand tracking and Brand health studies Sales data (like Nielsen or from CRM/ERP)
brand equity research. Media spend, etc.
Customer NPS, Customer satisfaction, loyalty, CRM/ERP, transaction data, customer

customer care, social listening data contact data
adapted from: verhoef, kooge, Walk 2015
creating vaLue and valuable brand. At the customer advised, selecting only necessary data

Since value creation should, in our level it is necessary to acquire and sources instead of trying to collect all
opinion, be the ultimate retain valuable and loyal customers. possible sources. Criteria for this
objective of Big Data To be successful it is necessary to: selection process are mainly
analytics, we distinguish • define the right KPIs to measure determined by the ability to measure
between Value to the customer the V2C and V2F performance of the defined KPIs. Deploying the right
(V2C) and Value to the firm the organisation on the market, the analytics and having the necessary
(V2F), meaning that organisations brand as well as on the customer capabilities in place will be crucial for
should focus on the balance between level; long term success in creating value
value extraction as well as on value • have a data strategy in place that from Big Data by merging data
delivery. V2C and V2F can be created helps assess the added value of streams.
at three levels: the market level, internal data sources (CRM/ERP
product/brand level and the systems) or external data sources
customer level. (like market research, social media,
For value delivery, customer online data) in order to measure,
organisations should focus on specific monitor and influence the defined
consumer needs that can be identified KPIs.
in different markets. Furthermore it is
necessary to build brands that create concLusions
brand awareness, brand consideration Merging data streams in the era of Big
and brand preference. Finally Data can significantly contribute to
organisations should realise customer the shareholder’s value of an
relationships with high satisfaction, organisation. To succeed,
high net promoter score and high organisations should focus on value
referring intention. extraction and value delivery using
Value extraction means focusing the selected relevant data sources. This article is adapted from: verhoef, kooge,
on defining the right markets and To prevent drowning in all available Walk, (2016), Creating Value with Big Data
market segments to be active in as possible internal and external data Analytics, chapter 2. natasha Walk, Edwin
well as in realising a fair market share sources, a funnelled approach is kooge and Peter c. verhoef.

carLien stadhouders research boundaries
Enabling business with

a location strategy
Where we live, work, travel and do our
shopping – these are activities we make
decisions about every day. While ‘where’ is
a familiar word, it also comes with the
understanding that we have thought about
location, including visualising, analysing
and quantifying information about place.
This not only plays a role in our personal
lives, it can also help us gain better insights
into our business world.
C
ommercial business is all about location.
Understanding information such as where best
to locate outlets, and where customers and
prospective customers are located are all
fundamental location-based questions. Location is a
powerful way to connect people to place, transactions to
actions and responses to trends. We can’t fully
understand the business world and its players without
Information is easily understandable when it
is viewed in the context of a map. Here, the knowing where they reside in time and space.
location of top performing coffee shops are Location helps us gain a better understanding when
overlayed on annual sales per household. we are researching market conditions, analysing
carlien stad-
houders is business
development
manager Europe
commercial at EsrI.

consumer trends and examining key performance
indicators. It helps us bring to life patterns and
influences that are difficult to see when using only tables
or graphs. Many times, how a variable affects another
variable is missed. Viewing this information on a map
gives instant understanding and leads to actionable
paths.
Analysing location-based information enables
businesses to build a hyper-local view of their markets
and market potential. It also helps cover all aspects of
business from planning products, optimising
merchandise, efficiently distributing, delivering and
ultimately improving customer service.
better business through Location.

Because so much data is now available within
organisations and in the cloud, businesses can more An interactive map
easily integrate their own customer, business and asset of the Washington,
D.C. areas combines
data with demographic, psychographic, competitor, information on a
supplier and big data holdings – including real-time data couponing campaign
such as weather feeds and vehicle tracking through and helps the retailer
automatic vehicle location (AVL). These can be used to see where their
perform predictive modelling for both strategic long goals are on target,
and where other
range and short term planning.
customers in the
Consider how that makes data actionable to retailers area are likely to
today. Imagine optimising product mix to local markets respond to this
based on next week’s weather forecast. Add local socio- campaign.
demographic characteristics of the customers in that

location – eg, past buying habits and projected
needs – and businesses have the information they need
to enhance activities such as coupon optimisation and
mapping consumer sentiment through social media.
a soLution to nontraditionaL retaiL

Customers can now browse and buy products and
services 24/7 anywhere on almost any device. No longer
do businesses worry about bringing customers to the
store. Instead, they need to bring their business to the
customer. You can only do this if you know where the
consumer is and what their needs and expectations are
while they are there.
Using location to find customers ensures that
businesses deliver a marketing message that is localised
to where a potential customer is and can relate to what
they are doing there. This kind of location-centric
approach to marketing not only optimises e-commerce
and social media strategies, but also reduces the
potential cannibalisation of brick and mortar stores.
Start with location analytics to unlock the potential of
your data and transform your discoveries into profitable
actions.

tim macer research issue
anaLytics, ethics and market research

where does the law stand?
T
Big data can mean big risks if you don’t have a he first challenge is how to and lawful processing of data,” but
apply the principle of points out that the next most
sound legal and ethical basis for integrating the
informed consent in this new applicable category of use is that of
data into your research. This is the view of three environment. JoAnn Stonier legitimate interest, which is
is EVP of Global Privacy at something that data regulators may
individuals I spoke to, whose job it is to consider
MasterCard Worldwide. “Informed dispute. “Researchers should, from a
the legal and ethical use of big data, and how to consent established a very legal perspective, be making
reconcile the rights of private individuals over the transparent and direct data individuals aware of the purpose of
relationship,” she says. “That made it the conversation and what’s going to
use of their data with the opportunities for simple to transact. The big data age happen with the data – and the more
economic and social benefits it can bring. has really created challenges sensitive the data that is being
because of the complexity of the way collected, the more express the
data can move between multiple consent needs to be.”
parties. Data does not stay static – it
changes and as it is used in different PubLic data?
contexts it can give very different Gwendal Le Grand is director of
results.” technology and innovation at CNIL
Robert Bond, a lawyer specialising (Commission Nationale Informatique
in data protection law, and a partner et Libertés) France’s data protection
at London law firm Charles Russell authority. He explains, “When you
Speechlys LLP, says “In a lot of big reuse data that is publicly available
data projects, the likelihood of on the internet it doesn’t mean you
getting permission from everyone is can do whatever you want with the
virtually zero, so consent becomes a data. You still need to comply with
disproportionally difficult approach the principles, which are essential. If
robert bond is gwendal Le grand joann stonier is to take.” you think of the right of access, or
partner at charles is director of EvP of global privacy
Bond observes, with regard to the right to correct your data, or
russell speechlys technology and at mastercard
EU law “Consent is not the only oppose certain uses of it – if you
LLP. innovation at cnIL. Worldwide.
mechanism that allows for the fair don’t know who is processing your

data it is difficult to exercise those what conditions data was originally
rights.” provided by that individual”.
Le Grand says that there are ways The concept of congruence, or
that big data can be used legally and compatibility also seems to be
responsibly. “The data can be reused where EU regulation is heading.
if the person – the ‘data subject’- Gwendal Le Grand says agreement
consents. Big data based on now been reached on a new EU law
anonymised data is also possible”. which he anticipates will be formally
This, he observes, will often give adopted early 2016 to replace the
researchers the access they need. 1995 directive. “This is very relevant
Robert Bond points out that what because one objective of the
may seem to be ‘public data’ may regulation is to facilitate the use of
already have restrictions on big data, and the economic value it
subsequent reuse – as with Facebook offers, in a way that is respectful of
and many popular photo sharing the rights and freedoms of persons.”
sites. “Be aware that just because it The 2016 regulation will identify “Where you use mechanisms
is sitting there as a publicly available groupings of purposes in using data
resource, you may not be able to use that are considered compatible, to strip something away –
it for further commercial purposes. predicated on what an individual
Many of the sources have now could reasonably expect at the time somewhere there will be
imposed their own commercial terms they provided the data. “It means if
and conditions that make some you process data in a way that meets mechanisms to re-identify.”
activities unlawful contractually. They the reasonable expectations of data
don’t stop research, but they want to subjects, then you are processing
monetise what they are sitting on.” the data fairly.” It would appear the
This point is echoed by JoAnn new regulation, when translated into
Stonier: “The availability of data has law, may be less restrictive for
led us to a place of ethics where a research than many have feared. It
researcher may think the data is will certainly clarify what is allowed.
publicly available therefore ‘I should
be able to make use of it in any way anonymity researchers may need some more
that I see fit’, whereas in actuality, Whether talking of big or small data, supporting information in their
the dangers of using data have another hurdle for researchers is dataset, and the question then is
grown in ways people are not always guaranteeing anonymity. what is the appropriate standard of
mindful of. The ‘subsequent Aggregation can no longer be relied anonymisation to apply?”
researcher’ may have additional on to provide an impenetrable cloak JoAnn Stonier urges particular
responsibilities to both the original of anonymity. care in ensuring anonymity. “I worry
source as well as the original party “Aggregated statistics are when people throw around terms like
that provided the data that are not generally an appropriate safeguard,” aggregation or deidentification (as
always obvious.” says Le Grand. “Depending on the the solution). You have to look at the
Stonier advises looking for topic, there are different tools, and data set and make sure that
‘congruency’ in the original use of for some research it would be aggregations make sense – the
the data, and current objectives of perfectly acceptable to analyse disclosure context becomes very
the research, and especially, “under aggregated statistics. But sometimes important.” One problem she

kim smouter is government affairs manager at ESOMAR.
reflect.
Advocacy:
That crucial
handshake
highlights is when research findings
are applied in a real-world business
context, with a real risk that the
However, he considers
researchers need to do more in the
area of the data subject’s rights to
R egulators, privacy advocates, the public, the
media are all interacting in a complex debate that
will define the intersection between data usage and
original data subjects will be re- withdraw consent. “Data controllers data privacy and the standards by which we are all held
identified. need to invent new ways to interact
to account.
She says: “Percentages, with data subjects. Such as by
benchmarks and indexes are friends allowing them the means to In this context, being able to shout about the
to these kinds of research results. understand how their data is going expertise of the sector, its experience and its concerns
Researchers sometimes forget this to be used and to say ‘no I don’t is crucial to ensure that the debate does not close down
in their enthusiasm to report the want my data to be reused for this, opportunities for research to inform the decision-
aggregated totals.” Tellingly, she or that purpose!’”. making of the future.
reports that MasterCard only
The law is a moving target, but already the General
apply de-identification techniques retaining data
internally, but will only share Robert Bond also underlines “There Data Protection Regulation foretold of the need for
aggregated data with third parties. is an onus on having sensible data market, opinion, and social research to remain
Anonymisation is not necessarily destruction and data retention steadfast in its respect of the fundamental principles
the answer either, due to the policies in respect of legacy that underpin the ICC/ESOMAR International Code
increasing processing power of information. There is a terrible on Market and Social Research and the family of
today’s information systems. Robert tendency for research companies to
essentially equivalent national association codes of
Bond observes “Where you use keep hold of things just in case they
mechanisms to strip something may be useful at some point later conduct. This is coupled with new and updated
away – somewhere there will be on.” guidance, including the ESOMAR Data Protection
mechanisms to re-identify.” As more data is acquired from Checklist and the ESOMAR GRBN Guideline on
In steering a safe path through multiple channels, research Online Research.
this minefield, Le Grand stresses the companies, and research codes of ESOMAR has been making the case; organising
regulator’s role is not only over ethics need to reflect the importance
delegation visits of the top market research agencies,
enforcement. “Data Protection of having mechanisms to remove
Authorities have a mission to help data on demand, individually and, in connecting with senior officials to underline our
and advise companies – a DPA is not due course, en masse. responsible behaviour and to underscore the
simply an authority to inspect and Stonier concludes, “We are living importance of supporting ethical research in the Big
give sanctions.” He points to through a period of rapid innovation, Data Era. It has achieved results, with the new
guidance recently published by the and all this data was not available European data protection regulation making it
Working Party of European Data five years ago. I believe in the
possible to conduct research.
Protection Regulators on innovation behind this, but we need
anonymisation techniques to be mindful that this information The future requirements point towards a trend of
(http://ec.europa.eu/justice/data- has impact on individuals, transparency, and user control, and regulators will
protection/article- companies and economies. We increasingly hold us to deliver on all of these.
29/documentation/opinion-recomm have to be methodical and have ESOMAR together with the GRBN and other
endation/files/2014/wp216_en.pdf). procedures in place to recognise associations is already working on the next generation
It explains “the various available this, otherwise there is the real
of advocacy initiatives that will maintain a permissive
techniques, when they might be potential to do some harm – and
relevant and how they need to be quite apart from that – to provide legal environment that enables all our members to
applied, as well as common some inaccurate and misleading operate ethically and within the law and still deliver
mistakes that people have made.” results.“ the insights and results expected of us.

robert heeg research, academics and innovation
MEASURING PEACE
Can big data make the world a better place? Gideon Shimshon very last thing people give up before
they’re really starving. This could
at the Centre for Innovation’s Peace Informatics Lab, is convinced mean that the World Food
Programme can detect a need earlier.”
it can. Another partner is HiiL with its
Innovating Justice incubator, an
initiative to create data and
technology start-ups that can improve
justice and legal procedures in
T heir slogan, ‘Supporting peace
in a digital era’, says it all. At
the Peace Informatics Lab a
dedicated team of data innovators,
scientists and practitioners are
famine Predictor
The Centre is located in The Hague,
one of the three UN Cities and the
international city of peace and justice.
“It is the ideal base to explore the links
gideon shimshon is
director and co-
founder of the
centre for
Innovation’s Peace
countries such as Mali.
israeL Loves iran

On the Lab’s website ‘measuring
peace’ is listed as one of its objectives.
harnessing data streams and analytics between research, peace and justice.” Informatics Lab. This goal is achieved through
for humanitarian purposes. The Lab The Centre collaborates with
is initiated and run by the Centre for organisations like the World
Innovation at Leiden University. It Economic Forum, the UN Global
combines pioneering big data efforts Pulse, the Harvard Humanitarian tools for the world
and works with both in-house Initiative and New York University’s
researchers and external partners to Govlab and the Leiden Centre for The Peace Informatics Lab is creating new tools for its
link peace and security studies with Data Science (LCDS). purposes, such as:
Data Pool: Co-developed with Amsterdam-based IT firm
analytics. Data is analysed from countless
Zimmerman & Zimmerman, this brings together a diverse set
Gideon Shimshon, the Centre’s available sources around the world, of data sources on issues related to peace, security and
director and co-founder of the Peace such as Twitter or call detail records societal change. Currently such datasets are largely
Informatics Lab, explains the thinking (CDRs), the data produced by mobile unavailable in conflict, post-conflict and developing countries,
behind the initiative. “Looking at the phone providers. “One of our but the Lab expects a rapid change as digitalisation increases.
on-going digital revolution, what is partners, Orange, has aggregated and Shimshon: “The challenge was to bring together the
the relationship between research, anonymised phone data from Senegal countless data streams in one analysis platform. We’ve done
education and society? We have ever and Ivory Coast and provided it to several pilots now and some organisations want to use it.”
Impact Tracker: Designed by a student and a developer for
more sensors and tools, and generate researchers in a project called data for Human Rights Watch, this tool helps to monitor, visualise and
exponential quantities of behavioural development.” 1 measure the impact of social media use. Shimshon: “For
data. That inspired us to look at the Some surprising data can also instance, Human Rights Watch has campaigns to free
possibilities of linking all this new come from bank transactions, says prisoners and want to know the results. Impact Tracker shows
information with peace projects, and Shimshon. “One study from UN whether they reach the people they’re targeting, and how
to use it for the greater good. We want Gobal Pulse shows that the many messages actually reach them. It was an eye-opener to
to put humanity central stage in the recharging of mobile phones is a good see that messages sometimes reach people through other
persons who weren’t initially targeted.”
digital age.” predictor of potential famine. It’s the

collaboration with the Stanford Peace “We want big data to be a tool that measure sentiments around the
Innovation Lab. “Here we look at world. But as we don’t know who’s
behavioural design. Nowadays we does so much more than just enable behind each Twitter account; a man,
can chart human behaviour at such a a woman or an organisation, we
detailed level that we can measure higher retail sales.” cooperated with a commercial
whether people interact with each company and the UN to create an
other in a positive or less positive automatic gender classification on
way. For instance, there was a millions of tweets worldwide.
campaign called Israel loves Iran by With an eye on the future, the
Ronny Edry, an initiative to create Centre supports the city of The
more friendship on Facebook people of different nationalities than Hague in developing a data
between people from the two any exchange of political innovation which focuses on solving
countries. This is just one way of representatives ever achieves.“ global challenges. Two elements are
making peace between individuals central to the project’s objective:
measurable.” do tank trust in technology, with a strong
Another case is Airbnb, the The Peace Informatics Lab refers to emphasis on privacy and
website that brings together supply itself as a ‘do-tank’ rather than a think responsibility, and impact. Shimshon:
and demand for temporary lodging. tank. A particularly rewarding project “We want big data to be a tool that
“You could say that Airbnb is the 1 see: is the Twitter analysis with UN does so much more than just enable
biggest diplomatic hub in the world, d4d.orange.com/ Global Pulse. “Increasingly this social higher retail sales. We want it to be
because it brings together more en/Accueil, ed.). media platform is being used to something beautiful.”
data Pool approach
1. Collect: bring together different

types of data in the Data Pool.
2. Select: select relevant data files,

based on Peace Informatics Lab’s
own use cases or research
questions.
3. Analyse: interpret and analyse the

data with available tools and find
new answers.
4. Present: visualise analysis results to

make them more understandable.
5. Engage: share the results with other

stakeholders (i.e. policy makers and
target communities).

rex briggs research boundaries
Real time marketing

management is here
Get used to the flood of new acronyms– RT-CMO, UMIA, 1. Data Extract, Transform and Load
(ETL)
MRM, DMP, RTIM are just a few. 2. Analytics
3. Solution algorithms
4. Activation
O pening the floodgates are
Forrester analysts Jim Nail, Tina
Moffett and Jason McNellis. In
spending at 28% of measured media
spending, marketers must incorporate
digital marketing into any
ETL: In Marketing Evolution’s ROI
Brain, data is ingested in the ETL
November Moffett delivered a call to comprehensive measurement layer continuously. Data is extracted
marketers to embrace Real Time initiative.” Marketers must speed rex briggs is from the source, transformed into a
Founder & cEo of
Interaction Management (RTIM). analysis to match the pace of the useful structure and loaded into the
marketing Evolution.
Marketers should leverage Data internet and its real-time bidding. analysis layer. One transformation
Management Platforms (DMPs) and
a new breed of analytics providers. what you need to know
A few weeks earlier, Nail had
introduced Unified Marketing Impact
The common theme to these
acronyms is speed and personal
Big data for one on one
Analytics (UMIA) describing a relationships. Massive amounts of Big isn’t better and fast isn’t smarter. But they can
metamorphosis in measurement and data are available today including be. Big Data can be made actionable and
imploring marketers to re-evaluate media exposure data from the digital marketing can become customer centric. In concert,
mix models. ecosystem, set-top boxes, and geo- high-resolution customer data plus 1:1, contextual
Meanwhile McNellis reviewed location sensors capable of mapping engagement herald a new approach to marketing.
Marketing Evolution’s Real Time exposure to individual
Creative & Media Optimization (RT- advertisements, and subsequent visit barbara’s movie
CMO) and recommended marketers to specific retailers, economic It’s a foregone conclusion that segmentation-based,
“make Marketing Resource indicators, weather, social media, scheduled campaigns are a 20th century approach
Management (MRM) systems neighborhood profile information, to marketing. What’s needed is a way to dynamically
smarter with analytics.” purchase databases, intent signals, insert highly relevant propositions into fully
Marketers have a long held surveys and more. The hard part is a contextual conversations – either customer or
philosophical commitment to more creating a technology stack to convert company initiated – with customers that zigzag
personal customer relationship data into person level insights and between many touch points and devices. Legacy
marketing (CRM). “We are aiming actions. (direct) marketing has out-dated itself by insisting on
for scaled personalization,” as one of In researching this article, lots of broad stroke segments instead of a 1:1 approach,
the ten largest global advertisers put it. theory was found but little and even more so by stubbornly insisting on a time
Why this urgency? The profit explanation of how the analysis and channel that’s convenient to the company, not
power of speed. A marketer that can engine works. As founder of one of the customer. Digital marketing through paid
tell which message works with which the companies Forrester highlights, channels are efficient, with their programmatic and
people on a daily or real-time basis I have the latitude to reveal this. their exchanges, but targeting is still largely based on
has an advantage over marketers with The ROI Brain is an example crude segmentation and divorced from the other
only post-mortem analysis. Forrester uses to describe UMIA, marketing silos that leverage the company’s owned
Jim Nail’s report identified what RTIM, the connection to MRM and channels.
motivated an overhaul: real time data DMP to deliver RT-CMO. There are How can we make things better and smarter? In
on individual consumers more four key layers to the ROI Brain. One terms of actionable Big Data one approach uses a
powerful analytic tools and cloud can expect to find these same layers in movie metaphor. Time-tagged frames (or snapshots)
platforms. “With US Internet ad any real time decisioning system:

maps each data point to as the case with addressable media.
individual people. A separate For example receiving Research World
transformation is the at your home address or a message via
connection to marketing email can be directly linked to you.
resource management Survey data, certain sales data, smart
(MRM) details such as media phone geo-location data, etc. can be
flowcharts, marketing calendars, linked personally.
pricing plans, etc. The next level is matching data
The linked to an individual, but enters the
transformation of system at a higher level of aggregation.
data to specific people For example, weather data is reported
© Pawel kuczynski can be a simple match, such from thousands of weather reporting
real time marketing

of granular customer event types (or over the last three months, we had offered she just accepted the offer on the bank’s
tracks) – think tweet, impression, more of our Platinum card instead of the website. In this case we won’t waste the
transaction, response, touch, etc. – are car loan? Or we can fast forward: CNN moment and pass on the bidding or
streamed into a high volume, fast data predicting customer behavior using self- present another offer instead.
repository. Now add 2nd and 3rd party learning models (aka adaptive analytics). It Smarter, because analytics and
data. This series of snapshots form the so- will also be the basis for mixed-media, decisioning can leverage actionable Big
called customer movie. Being a Big Data omni-channel attribution, finally fusing data Data in real-time. And better, because the
store, the customer movie can afford to between owned, paid, and earned. relevance and immediacy yields higher
store multiple tracks, each track This is how it works. Anonymous conversion rates and a superior customer
collecting – at its own speed – a specific banking customer hits the website, experience.
type of information. The information can searches for card offers. Everything is
also be associated with a probability (eg streamed into the customer movie. When
likelihood that a certain customer has seen she logs into self-service we realize it’s
a specific ad, the billboard in her zip code, Barbara and we consolidate the two tracks.
that television commercial). With more confidence we predict we
should offer the Iridium card in whatever
creating a time Line channel she appears next. The corporate
If you have time-tagged events, keyed on customer decision hub is ready to serve
customer ID, stored in a fast data layer, the next best action based on Barbara’s
much becomes possible. The simplest: a movie. A message when she opens her
superior 360° customer view with time as banking app; a prompt to the rep when
an additional dimension. It’s like an Apple she calls the contact centre; a notification
Live Photo. When did this customer first when she walks in the vicinity of a branch rob walker is vice-
president
complain, visit this product page, tweet office. At the same time we go digital,
decisioning &
about us? It gets more powerful when we showing her the Iridium card when she
analytics at
use the movie to simulate (replay) alternate visits CNN.com (remember owned and
Pegasystems.
scenarios: what would have happened if, paid are fused) – unless her movie shows

Dr. Pete is Pete cape, global knowledge director at ssI.
dr. Pete
The walk-in clinic for
research ailments
send your questions to Dr. Pete care of angela@esomar.org
stations, with known locations and changing the dear dr. Pete,

time stamps. These can be associated targeting. The My client says he wants me to be responsible for
with individual people based on where solution layer specifies “synthesising” his data. It’s not all market research data
they are at any moment (based on a which television media touchpoints to and I’m not sure I feel competent. He has data analysts in
link to smartphone geo-location increase and which to decrease. This is his department, shouldn’t they be doing this?
sensors), or more generally matched an example of Real Time Creative & Rob Rootgem
to where the person lives and works. Media Optimization (RT-CMO).
The most complex level of Some solution algorithms: dear rob,
matching takes a set of information Optimise owned, earned and paid You should count yourself very lucky. In these times when
linked to a sub-set of the population media. When to respond to a every Tom, Dick or Harry with “analytics” in their
and projects it to everyone else. This is consumer defection with personal company name is stealing our business, your client
probabilistic matching. Researchers outreach. When to activate a flash sale, entrusts you with insight generation – which is what we
can trace the family tree to data or change the pricing. How to have been saying we want since I was a young researcher.
imputation, ascription modeling and optimise product assortment at I can guess where your discomfort lies.
data fusion. individual stores. Firstly you didn’t write the question that is at the
Marketing Evolution takes a Activation: Connections to the heart of this data – in fact you may not know what it
specific marketer’s TV media plan advertising agency media buyers, or actually was. You might just have a label like “Market
from its MRM system and combines it direct connection to programmatic Share” for example. You need to get over concerns about
with set top box TV data and DMP buying systems, is how the ROI Brain the question wording and start thinking about the data
data. The ROI Brain projects TV activates the right message to the right itself. What sort of market share is it? Is it installed base,
exposure to every person in the people, at the right time, in the right quarter sales or is it value or volume? The difference
country. Now TV can be examined media at the right price solution. between these measures is likely to be much greater than
side-by-side with the email sent to the Triggering a notification to a social any nuances question wording would generate. Once you
same person to attribute value. One media team to respond to a tweet is question the meaning of the variable then you are adding
can gauge media synergies and another. value and insight!
optimize sequencing. Secondly you may have no idea what the base
Analytics: Once the data is loaded anaLytic firms definition of the data is, or if you have been told, whether
into the ROI Brain, the analytic The unifying technique varies by the to trust this information or not. This is a fairly
engine looks for patterns. For example, four vendors cited by Forrester. intractable problem. Luckily, however, the solution is the
the analysis may find that women, Marketing Evolution’s approach is very reason you were hired in the first place.
who Facebook defines as having an “person based” as every person has Researchers generally have the right skill set to look at
interest in psychology, eXelate defines their own set of data analysed to create a piece of data and make some assessment about its
as offer seekers and ESRI defines as a personal media mix. Summing up all validity. We see lots of data and can assess what is good
living in three specific neighborhood the individual data generates the and what is plainly wrong. We are good with google and
types are more likely to be influenced familiar media mix pie chart – but can sift out the bad answers from the good answers.
to purchase from a specific message underneath are real-time decisions for So get stuck in, see what ‘mash ups’ of data you can
and offer combination. what the next message should be for create – you might even do a little agile research (just a
Solution algorithm: This looks for each person. few questions, small samples) to see what your data
specific actionable patterns. There are other approaches, which might realistically be.
Continuing with the example of offer will yield different answers. Whatever And enjoy it – it’s the future!
seeking women, interested in psychology, approach one takes to unifying the
live in certain neighborhoods, the data, it’s a safe bet that the next few
algorithm calculates an incremental years will see marketers shift to unified,
$272,000 in profit gained from real time, personal marketing.

esomar Lounge
t he theme of this issue is

“Living in a data rich
world”, and so i was asked to
policies, and don’t forget that local
opinion polls are also a key
component to helping your
information as we researchers do?
I personally would be happy to
acknowledge the need for a more
politicians to refine and adapt their comprehensive communications
reflect on three questions, policies to your community. monitoring service, if they made the
posed by members. in And just in case you think that same sort of commitments to me
responding, i have also tried these are all “new” applications of about my personal data, as I make to
data, then you would be mistaken; participants of my research projects.
to distinguish between my these applications have been in use This may also inspire a totally new
own personal opinions versus Laurent flores for over 50 years; they have now way to allow people to share and
what role – if any – esomar is president of become more complex (as more communicate at large. Indeed, the
ESOMAR data becomes available), but central privacy issue we are trying to
can play.
research continues to provide this deal with is directly linked to the
vital guidance as it has done for internet’s centralised data exchanges
Question 1: One of the articles in many years. (servers centrally managed that track
the magazine is looking at how all data exchanges) and which has
data can be applied to Question 2: The world is still made self-regulation and “self
humanitarian goals, how do you reeling from last November’s Paris privacy” increasingly difficult as the
think research can contribute to attacks and there is a belief that data flows through these centrally
this? within the data the world managed services. There may be a
In short, hundreds of ways!!! produces, this type of horror can way around this by adopting a true
Long before technology made be averted, but the issue of peer to peer distribution system that
the production, collection and personal privacy comes into play. is NOT centrally managed, and which
analysis of data so much easier, As data experts, how can WE allows everyone to self-organise
market researchers were involved in contribute in your opinion to themselves and with self regulation
determining and assessing crime solving this issue? being provided by local
patterns, disease patterns, traffic This is a great question – but also a communities – subject to their
patterns and how wealth (or the lack very difficult one to answer. In acceptance of a Code of
of it) impacted upon societal my opinion, we now live in a Conduct – thus opening the door to a
development. world where what we used to call more collaborative data exchange
With the exponential growth in a “terrorist attack” is now the between consumers themselves and
data in recent times, the “new normal” of urban warfare. potentially less centrally managed…
opportunities for research to For such attacks to succeed, the .although there will undoubtedly be
become even more an integral part terrorists must have an effective push-back from both the security
in achieving humanitarian objectives communications system, and while services as well as the “GAFA”
have similarly grown! From a social governments DO have the franchise.
perspective, researchers and capability to monitor such I am currently working on such
analysts are a key part of (for communications, the potential concepts and will be happy to share
example) understanding mass impact on personal privacy is more about this thinking in the
migration (a lot of work is now enormous – remember the reaction coming weeks, but as I said earlier,
being conducted on the Middle to the NSA’s PRISM, in America? this is my opinion – what do you
Eastern refugee crisis); of Perhaps this is where the think?
determining the key drivers of principles embodied in the
radicalisation; of learning the most ICC/ESOMAR code – and indeed in Question 3: We read the recently
efficient ways to ensure compliance other codes around the world – need launched the ESOMAR/GRBN
with disease eradication (from to be united, reinforced and Online Research Guideline – what
checking on the spread of Ebola, to recognised by all authorities around are your thoughts and advice to
understanding how to reduce heart the world. Perhaps I am being too the industry based on your
attacks). Research is also a key part ambitious, but imagine if all the professional ethics?
of understanding the impact of security services made the same I think the Online Guideline is a great
urban design, public transportation kind of binding agreements to document. We must recognise that
investment, and local public health respect privacy, data, and personal technology allows us to advance and

read more at: rW connect, Esomar’s online magazine bringing the latest in market
research techniques, case studies, trends and opinions.
To contribute, contact neda Eneva at neda@esomar.org rwconnect.esomar.org
develop our professional in a worLd of ever increasing data,

capabilities much faster than
legislation can keep up with. BUT can research ever reaLLy be smart?
we must also recognise that it is
the public’s trust in what we do To get a true, 360 degree view of from social media to understand how
that provides us with the vast what’s being said about a business or a product is performing in the
majority of the information that product, the scale of data that now market will require a very different
helps us to guide businesses, has to be managed is a daunting approach to using customers’ online
governments, and society at large. prospect for any organisation. We are, voice for competitive insight and
In that context, trust takes many of course, talking about social media. benchmarking.
years to build, but it can be All of it. And that’s on top of the A huge advantage of big data is
destroyed in an instant, so feedback, research and organisational that it’s already there – you are not
working within the guidelines that data that businesses already time pressured into collecting it and
ESOMAR and its partner manage – from sales channels, you don’t need to worry about
associations draft, is an essential feedback forms, surveys, CRM data, having missed something by starting
way to preserve public trust and ERP, financial information…the list the process too late. If you get it
guarantee our contribution to goes on. right from inception, then there is
economic, social and humanitarian Approaches to collecting and potentially some serious insight
successes for many years to come. organising this ‘big data’ vary widely, the first step there for the taking early on. So, the
Finally, on that last point about and there is no single, one-stop first step on the path to smart
maintaining and developing public solution for effectively managing it all on the path to research is to understand what big
trust, I am delighted that this and sifting useful data from the data is really needed for and how it
issue of Research World coincides collective big data noise. However, smart research can be applied to the specific
with the launch of our Research there are proven techniques that can requirements of the project(s) in
Choices service. help researchers turn ‘big’ data into is to understand question. There are some key
Representing the combined ‘smart’ data and enable them to glean questions that businesses can ask to
interest and desire of Nielsen, deeper insights from the effective what big data achieve this understanding, rather
Kantar, GfK and ComScore, correlation of multiple data sources. than diving headlong into gathering
Research Choices is a globally Of course, these techniques vary is really needed endless amounts of – potentially
accessible information portal according to the project or challenge irrelevant – data.
providing information on the in question. For example, using data for. Wale Omiyale
purpose of research, the
commitments of research
companies to participants and
their data, and a link to an opt-out
register if participants so wish.
Research Choices is the first
world-wide and industry-wide
initiative designed to reiterate our
profession’s undertakings, and its
self-regulatory strength.
Initially focusing on the
audience measurement sector, it
is this industry’s hope and
intention to progressively broaden
the service to cover all digital
research.

read more at: rW connect, Esomar’s online magazine bringing the latest in market research techniques, case studies, trends and opinions.
To contribute, contact neda Eneva at neda@esomar.org rwconnect.esomar.org
data, anaLytics and decisions: how thinking Like

a scientist can heLP you make better decisions
“In spite of our strong marketing support, sales of our brand
are flagging. Why? What should we do?” “If we launch this
new product, what will it do to our bottom line? Will we just
cannibalize our flagship brand?”
These are just two examples of large corporations. The perception

questions that marketers around the that the real work is done by
world ask themselves every day. production, sales and engineering is
Unfortunately, there are rarely very common.
simple answers and organisational On the whole managers,
politics and other factors, such as marketers included, seem
the state of the economy, also come unprepared about how to fully
into play, further complicating leverage either data or analytics in
matters. While some marketing decision-making. Many decisions
researchers seem to take for continue to be made based on gut
granted that marketing is now well- instinct and internal politics, even
embedded in most companies and when sophisticated analytics and Big
that the value of marketing research Data are part of the decision-making
is universally accepted by marketers process. Though not wishing to
themselves, even in Western resurrect Taylorism, we feel decisions
multinationals these assumptions can be made more scientifically and
are tenuous. In the words of one of more effectively through the
our contacts, a marketer with appropriate use of data and analytics
extensive brand management and, more fundamentally, by thinking
experience at MNCs, “Marketing is like a scientist.
regarded as fluff” even at many Kevin gray and Koen Pauwels
grow your gLobaL reach

Increase your company’s exposure with an ESOMAR Directory listing and
join 1,700 major research organisations worldwide. The ESOMAR Directory
is the largest online resource for international market research, allowing
people to find your company quickly and conveniently – furthering your
business opportunities both regionally and globally.
With 34,000 visitors a month from research buyers in 170 countries, a
Directory listing makes you more visible to your target audience. A listing
gives assurance to research buyers that you abide by the ICC/ESOMAR
International Code, providing your company with credibility and prestige.
The Directory is a truly global resource for key decision makers.
find out more: www.directory.esomar.org

nieLs schiLLewaert and hoLLy roZeLLe research in business
Increasing the return on

consumer insights
how to maximise the reach, impact and longevity of research
After completing an immersive Consumer Consulting Board While the study outcomes were rich and fulfilled the
focusing on “health and wellness” shopper insights, InSites original objectives, there was a feeling that the study did
Consulting and Dannon generated an abundance of consumer not reach its full potential in terms of impact, reach and
longevity. As typically is the case our study was delivered
observations. Next to 3,465 consumer conversations, we to those that commissioned it – here the insights and
created a tagged and searchable database of 1,399 real-life shopper teams. But next to shopper insights, many
consumer pictures as well as 14 insight platforms. The delivery findings were relevant for branding as well as for
of the study to Dannon executives was done using interactive executives not so close to consumers. The findings could
workshop activities so that they would fully internalise the data. be diffused to other employees from different depart-
ments as well as enriched through collaboration and co-
The process led to 78 co-created ideas based on these
creation. Upon delivery even the select group of
consumer observations and crafted insights. receivers would go back to their daily reality and the
study’s potential would remain unused. So, the worst
enemy of a good market research study is that it is ad
hoc and one shot.
strategies to increase the return

on insights
The return on insights of even the greatest study is
minimal if the findings are not repeatedly used. To
increase return on insights one needs more persistency
of insights through widespread understanding,
replication, augmentation and diffusion. For people to
collectively take action on consumer insights, the
niels schillewaert, holly m. rozelle is This article is based on the findings need widespread understanding in an
PhD, is managing associate manager presentation given at the organisation. Often in market research, only a limited
partner and co- strategy & insights ESOMAR 2015 Congress which
group of people is involved in the knowledge exchange,
founder of Insites at The Dannon won the 2015 ESOMAR Award
eg by participating in the debrief workshop. This limited
consulting company. for the best paper overall.
group can then shape an insight platform by adding their

own thoughts, observations and/or ideas. But it often Figure 1– The the insight activation studio
Dannon insight
stops there and there is no spread. Replication and To increase the return on insights of the study we
activation studio
augmentation happen when executives recognise developed a consumer insight activation studio. It is a
situations and add-on to the observation from their own digital platform or corporate social network which
experience, even up to the level of co-creation. When makes research findings systemic in their organisations
this happens the relevance and clout of the insights and creates an engaging experience around consumer
increases and ultimately consumer realities become sticky insights. The studio’s ultimate goal is to market insights
stories which diffuse. through rather than to professionals.
We needed a solution along three lines. Moving 1) The studio connects and empowers internal
from reporting to internalising results, 2) from teams to stakeholders to share inspiring observations and take
organisations and 3) from project to habit creation. action together. This digital application (figure 1)
• Internalising is all about marketing our core product (based on a responsive web design) consists of several
‘consumer information’. The most impactful way to ‘inspiration walls’: projects or insight platforms that
do so is to organise the delivery as an experience. If uncover a consumer friction, emotion or unmet need.
executives ‘work the data’ and interact with it, these Each wall is populated with tiles or findings from the
will truly come to life and trigger meaningful action. community, all believed to contribute to the meme.
• Expanding the reach from teams to the organisation Based on the shopper insights from the Consumer
has the ultimate goal of creating ownership of the Consulting Board, the Danonn team identified the
insights among all employees. In addition, the theory internalising most meaningful and memorable observations to
of open innovation teaches us that ‘a one golden include as an observation “tile” in the Danonn Studio.
idea’ can come from anywhere in the organisation, is all about Dannon employees can like, comment, spread a tile
not only from the marketing or innovation but may also post their own content, eg photos, videos
department (Whelan, 2011). marketing our and stories, as well as co-create.
• For most employees, working with consumer insights The experiment was set up for a period of four
is not routine and even for those who do it a lot, it is core product weeks, geared at reaching 250 executives at Dannon
not a habit like checking e-mails or having a coffee. and consisted of six inspiration walls going from
We miss opportunities by thinking on a project basis ‘consumer ‘cooking with yoghurt’ over ‘kids and yoghurt’ to
while consumer inspiration should become part of ‘yoghurt moments’.
executives’ daily jobs. information’.

the imPact The studio also generated personal stories from
Over the course of the experiment the studio reached employees which helped co-create solutions to consumer
one in three Dannon executives. They might otherwise frictions. The corporate communication director at
never have been exposed to the study. 38% of these Dannon, for example, posted a picture of her daughter
executives were loyal users of the studio and clearly solving the issue of kids being lured to unhealthy options
showed longer and more detailed visiting patterns but in the grocery store. Such contributions to the studio not
also used the studio much more by using their mobile only lead to a feeling of ownership and co-created ideas,
device. These behavioral data are indicative of the fact but also increases consumer and people centricity of an
that studio usage did become somewhat habitual organisation as such.
already and executives embedded it in their practical
routines. concLusion
Based on a user survey we learned that the studio was The delivery of research is an undervalued aspect which
also used significantly more among those executives who non-marketing does not get the attention it deserves in the market
had a lower consumer feeling and understanding or less research profession. Studies get used once (at best) and
frequent consumer contact. Hence, people use the executives their actual return on insight is often limited. An insight
studio to bridge the closeness to consumer gap. activation studio adds three value layers for market
These findings were also confirmed from a qualitative experienced research delivery. First, automational because consumer
perspective. Executives from functions other than data is delivered and spread faster and more efficiently.
consumer intelligence found the studio fun to interact that research Next, informational as the insights get better and more
with and the content intriguing. The occasions and relevant to executives. Finally it creates transformational
applications of yoghurt were often eye-opening (eg in is not all about value as it allows creation of a consumer-activated
savory recipes or pastas). From a visual and design culture. This is probably where the most important
perspective, users perceived it to be very appealing and ‘boring graphs’ impact lies: the fact that it reverses the market research
different from what they were used to seeing (if ever) in delivery process from ‘one long report for a small
terms of market research output. Non-marketing and ‘long audience’ to ‘small snippets’ of information ‘for a large
executives experienced that research is not all about audience’. From ad hoc to systemic, to increase return on
‘boring graphs’ and ‘long reports’. reports’. insights.
corinne moy
new rePort on teLePhone and internet coverage
T
his new ESOMAR report by Bill Blyth and Les robust surveys, for 56 countries across Europe, Africa,
Taylor on the levels of telephone, mobile and North America, South America, Asia and Oceana. The
internet coverage across the globe is a welcome main sources are the EU’s Eurobarometer and three well-
addition to the researcher’s toolkit. It provides an respected US government sources. For countries outside
extremely valuable new resource for designing and these geographies, the report utilises a robust commercial
conducting international research. programme of wide repute, conducted on behalf of
The choice of methodology always presents a The report is free to Google. Importantly, the authors also clearly state the
challenge when doing international research. Researchers Esomar members shortcomings of this source, so that users can make
need to assess and balance a number of factors before and for purchase by intelligent judgements around the use of the data.
making the best choice: the need for accuracy, the impact non-members. In addition to current levels, the report provides
on data quality and coverage of different methods, the coverage levels from prior time periods – allowing the
degree of population coverage provided, sample frame reader to understand the dynamic nature of access levels
availability, the bias that online or telephone interviews in different markets.
might bring etc. The inclusion of both mobile and fixed line access
Within these considerations, coverage of population is further allows an understanding of the feasibility of both
a key criterion. Consistent, accurate information across a CATI and online research via the mobile platform. With
wide range of countries is not easy to access. Generally consumers increasingly in a state of motion, this
such information must be drawn from a range of sources. intelligence provides a useful guide to how best to
Measurement is often not consistent and therefore not intercept them to maximise response rates.
comparable. Recency of information is also an issue. This report will help researchers to design better
Disparate sources inevitably provide information from a corinne moy is international studies, to make better judgements about
director of marketing
range of time periods. the optimal methodology for different countries. It will
and data sciences at
This report overcomes many of these issues. It provides also provide illumination around the possibilities of
gfk uk
measurement of penetration levels from reliable and implementing mobile and online research.

EARL L. TAYLOR
marketing HOW CONSUMERS SEARCH

case
history
ONLINE – AND ON THE GO
From: Bart Bronnenberg,

Jun kim, and carl mela,
“Zooming in on choice:
D igital footprints left by consumers
searching and shopping online have
become a major source of observational data,
smartphone “apps” fast become the default
mechanism. By combining barcode scanning
and location-based services, such apps deliver
how do consumers avoiding problems of self-reports and survey relevant information about products, prices,
search for cameras data. Unless combined with other online and retailer locations and promotions.
online?” Working paper
offline data, however, we risk a myopic view of A recent study by Stephan Daurer (Baden-
(2014), and stephan
Daurer, Dominik molitor,
consumer behavior causing misallocation of Wuerttemberg Cooperative State University),
martin spann, and Puneet
marketing resources. Dominik Molitor (New York University),
manchanda, “consumer To illustrate, Carl Mela (Duke University) Martin Spann (Ludwig-Maximilians-
search behavior on the shared findings from a recent study at MSI’s University of Munich) and Puneet
mobile internet: an “Marketing analytics in a data-rich Manchanda (University of Michigan)
empirical analysis.” environment” conference. Mela and colleagues challenges conventional wisdom that most
msI report no. 15–111. examined online data for nearly two million consumers conduct product information
consumers over three months, using innovative search close to the point of purchase. Drawing
data filtering and text scraping methods to cull a on a behavioral dataset from a provider of
sample of 1,000 digital camera purchases. mobile product information applications,
Combining this data with comScore log files researchers analysed over 80 million
and retailer html page files yielded complete observations to model location-based search
consumer browsing and transaction histories behavior of more than 2.5 million consumers.
including retailer attribute assortment and The information sought depends on
pricing information. factors such as context, product category, and
In contrast to the two or three searches user experience. Providing access to one type
typically reported in studies using online data, of information can affect search for other
researchers found consumers conduct an information types. For example, access to
average of 14 searches across domains, camera product-related information reduces search on
models, and time. As Mela noted, “search ‘in the price information, suggesting that such
wild’ is extensive in terms of items visited, but information can lower price sensitivity.
exceptionally narrow over the product attribute Importantly, mobile search does not seem to
space.” Consumers focus on attributes during be focused at the point of purchase. Search
their decision journey as the time between activity is not different on Sundays (when
search steps decreases. While discovering stores are closed) compared to weekdays.
brands and stores early, specific combinations Finally, geographic travel (mobility),
of models and stores come later. Mela availability of types of product information
concludes these findings have “implications for and contextual factors such as economic
how firms target their communications during surroundings, competition, and weather
the search process.” influence search intensity.
Specifically, given the contracting window of
opportunity to influence search, he suggests
firms focus on increasingly narrow
alternatives – from category and brand to store
and product model.
earl L. taylor is
chief marketing mobiLe search
officer at the Current surveys show most online searches are
marketing science conducted from mobile devices, adding another
Institute. You can
challenge (and opportunity) for researchers.
contact him at
While consumers use the mobile web,
etaylor@msi.org.

not an esomar member but want to receive
research worLd on a reguLar basis?
WHY NOT SUBSCRIBE?
Research World publishes 6 issues a year Published by
for EUR 50,– for non members. You can subscribe
on www.esomar.org/rw_subscribe
Research World stimulates challenging debate on editor-in-chief

simon chadwick
the critical role of research in commerce and society.
editors
It brings you the latest developments, research tools, angela canin, kathy Joe
technology and applications to support effective editorial board
rex Briggs of marketing Evolution
decision-making and evoke discussion & debate John Forsyth of Forsyth Insights LLc
on controversial issues. Jeffrey hunter, consultant
John kearon of BrainJuicer
David mccaughan of Bibliosexual
sean meehan of ImD
CALENDAR 2016 contributors

Jo Bowman, robert heeg, Tim macer
march 2016 sub-editor

Deborah Fellows
Esomar WorLD rEsEarch Forum advertising sales
menaP 2016 business@esomar.org
DuBaI / 8–9 march 2016 Production co-ordinator
mascha ringers
aPriL 2016 Lay out & art direction

Puntspatie [bno], amsterdam
Esomar WorLD rEsEarch conFErEncE Print
Latin america 2016 Joh. Enschedé amsterdam
BogoTa / 10–12 aPrIL subscriptions
research World publishes 6 issues a year
for Eur 50,– for non members.
may 2016 You can subscribe on
www.esomar.org/rw_subscribe
Esomar WorLD rEsEarch conFErEncE
research World welcomes contributions
asia Pacific 2016 and reserves the right to select and edit
TokYo / 17–19 maY readers’ contributions.
contributions
june 2016 contributions should be sent to
angela@esomar.org
Esomar WorLD rEsEarch acaDEmY Whilst every effort is made to ensure that
summer academy 2016 the information in this magazine is correct,
amsTErDam / 5–9 JunE Esomar does not accept liability for any
inaccuracies that research World might
contain. The views expressed in this
sePtember 2016 publication are not necessarily those of
Esomar.
Esomar WorLD congrEss copyright © Esomar 2016. all rights
congress 2016 reserved. no part of this publication may be
nEW orLEans / 18–21 sEPTEmBEr reproduced in any form or by any means
without prior permission in writing from the
publisher. research World is published six
times a year by Esomar, atlas arena,
hoogoorddreef 5, 1101 Ba amsterdam,
the netherlands.
Tel: +31 20 664 2141. www.esomar.org
workshoPs webinars ® research World is a registered trade mark
Workshops are interactive learning sessions of Esomar
ESOMAR regularly hosts free webinars on
for small groups and run alongside some of the most pertinent industry topics. Issn 1567–3073
ESOMAR events. Space is limited; register Head over to the ESOMAR website for more
early to secure your place. information.
www.esomar.org/workshops www.esomar.org

Research World 56 January February 2016.PDF - Cey87ug

Caricato da

Informazioni sul documento

Titolo originale

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

Research World 56 January February 2016.PDF - Cey87ug

Caricato da

Copyright:

Formati disponibili

MEMBERS € 40,– / NON-MEMBERS € 50,– / 6 ISSUES

Driving customer centric growth

Encouraging, advancing and elevating market research worldwide

4 RESEARCH WORLD | January/February 2016

6 The future is very bright

RESEARCH WORLD | January/February 2016 5

The future is very bright

6 RESEARCH WORLD | January/February 2016

Mobile/smartphone tremendous growth

RESEARCH WORLD | January/February 2016 7

RESEARCH WORLD | January/February 2016 9

chart 1. total investment (us$ x billion)

10 RESEARCH WORLD | January/February 2016

RESEARCH WORLD | January/February 2016 11

12 RESEARCH WORLD | January/February 2016

14 RESEARCH WORLD | January/February 2016

RESEARCH WORLD | January/February 2016 15

RESEARCH WORLD | January/February 2016 19

20 RESEARCH WORLD | January/February 2016

RESEARCH WORLD | January/February 2016 21

Driving Customer Centric growth

24 RESEARCH WORLD | January/February 2016

RESEARCH WORLD | January/February 2016 25

26 RESEARCH WORLD | January/February 2016

do you see put a polar area chart in a larger graphic, people

what i mean? what about infograPhics?

RESEARCH WORLD | January/February 2016 27

vision? In a survey we presented people with two types of

1. iconography and visual decorations work

most interesting Less interesting

most interesting Less interesting

3. 3d and ‘speedometer’ charts don’t work

Less interesting Less interesting

28 RESEARCH WORLD | January/February 2016

Bar Polar area

Pie Ranked bar

Doughnut Unranked bar

curious to view after two second exposure

Just copy Bad visuals Photo 50% 30%

We tested three things: visual interest, data recall and

most interesting best data recall most shareable 55% 17%

There was a low correlation between ‘most interesting’ and

30 RESEARCH WORLD | January/February 2016

version 1 version 2 version 3 version 4

We ran many other tests which

9.1 8.2 12.8 9.2

29% 23% 40% 33%

Understanding the semiotics of sensory

In recent years we have seen the proliferation in culture involving

immersive sensory experiences. From the Tate Sensorium to

Secret Cinema, people increasingly seek to make a deep,

RESEARCH WORLD | January/February 2016 33

Merging data streams

Big Data is top of mind in many organisations The ultimate question is how these 1. Big data assets;

34 RESEARCH WORLD | January/February 2016

RESEARCH WORLD | January/February 2016 35

36 RESEARCH WORLD | January/February 2016

value-to-Customer value-to-Firm €€€

Customer NPS, Customer satisfaction, loyalty, CRM/ERP, transaction data, customer

adapted from: verhoef, kooge, Walk 2015

creating vaLue and valuable brand. At the customer advised, selecting only necessary data

RESEARCH WORLD | January/February 2016 37

Enabling business with