We are still using a lot of researches that are not up to date. Who benefits from existing models and what does market really need? Moderator Zoran Leban Trojar (Sonce.net), guests: Magdalena Malinova (Iptvbeat), Janja Božič Marolt (Mediana), Ante Šalinović (Ipsos Plus), Darko Bročić (AGB Nielsen Media Research)

3. BIG data
Big data in this context is the mass of transactional and
behavioural data that each of us creates as we use the
internet, travel with location-aware mobile devices, make
purchases with payment cards and loyalty cards online, and
communicate our activities, goals and preferences through
social media.
According to a recent survey carried out by German market
research institute GfK for the Guardian, 86% of marketers
consider that big data will change the function of marketing,
and a further 62% say that it has already fundamentally
changed their role.
Tim Anderson,
Guardian

4. BIG data
• Access to rich customer data enables marketers to provide
a personalised experience for customers, with relevant
advertising and recommendations, increasing loyalty and
brand engagement as well as driving sales.
• Making connections between things such as purchase
history and physical location means that precisely targeted
real-time marketing becomes possible, though execution
today falls short of what marketers want to achieve.
Tim Anderson, Guardian

5. 3 trends shaping the future market
research
• The rise of mobile research
• Listening on social media
• Gathering insights at the speed of your
business
Matt Kleinschmit, visioncritical.com/blog

6. Everyone is a winner in the future of market
research
•
Unlimited access to real-time, consumer-led data is a real possibility for the near future. So
what can marketers do to take full advantage of this marketing opportunity?
•
First and foremost, marketers should ensure they embrace technologies that offer mobile
capabilities, so they can reach the target audience any time of the day on whatever device
consumers find most convenient – be it a smartphone, tablet or other connected device
•
They should consider how best to engage their respondents – thinking about the type of
surveys, incentives available, how to encourage them to take part in further research
activities etc
•
If they aren’t sure how to best communicate in these new ways, they should seek the help of
a professional research company or research technology provider, and ensure that
technology is tailored to the specific campaign goals and requirements
•
Major advances in survey technology in particular mean that traditional research is now
merging with consumer-generated insight. Very soon, marketers, consumers and businesses
will benefit equally from the collection and sharing of information, ultimately providing more
accurate data, available on a much larger scale.
Mark Hallums, Director, Online Communities Europe and APAC, Toluna, Customer Experience
Magazine