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Disinformation – The Game Changer in Market Research and Brand Communication

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Disinformation achieved its goal. It shook faith in official sources, and destabilized conventional forms of communication.One would think that only politics is being influenced by fake news and its result, uncertainty. But it infiltrates into everyday lives and reinforces unconscious bias. Because nothing can be trusted that comes from an official source.Our latest studies will serve as perfect examples to show the invisible influence of disinformation – from destroying the perception of a soft drink brand to fading the results of conventional market research.Disinformation has an impact everywhere – because, hey, no trust, no business.

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Disinformation – The Game Changer in Market Research and Brand Communication

  1. 1. Festival of #NewMR 2019 Disinformation - The Barbarian at the Gate of Brand Communication Dávid Gáspár Research Director Presentation copyright, the presenters and NewMR. Intellectual Property Rights, the presenters. Please credit when using.
  2. 2. Festival of #NewMR 2019
  3. 3. Festival of #NewMR 2019 Before social media Controlled and limited flow of information TRUST They are pretty invisible, huh?
  4. 4. Festival of #NewMR 2019 Age of Social Media Democratization vs All the craze let loose TRUST
  5. 5. Festival of #NewMR 2019 Lack of trust defines our times TRUST .... It affects all your consumer segments Not only harms democracies But destroys brands, too It’s not just a few crazies...
  6. 6. Festival of #NewMR 2019 Disinformation undercuts brand credibility •  soft drink company – what is a healthy soft drink? Ø  Just provide the bottle around an otherwise untouched, natural product Ø  The more brands say, the less consumers believe – keep it simple! Ø  Any brand communication is suspicious
  7. 7. Festival of #NewMR 2019 ’New trust’ – acknowledge and engage Disinformation •  Caused by social media •  Must be solved by social media ”Insights without asking” •  Best representation of consumers’ emotional drivers ü  Make the consumers’ perspective visible and acknowledge ü  Enable yourself to engage them and gain ’new trust’ TRUST
  8. 8. Festival of #NewMR 2019 NewMR 2019 Sponsors Communication Gold Silver
  9. 9. Festival of #NewMR 2019 Q & A Dávid Gáspár Research Director Ray Poynter NewMR Presentation copyright, the presenters and NewMR. Intellectual Property Rights, the presenters. Please credit when using.

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