This document provides an overview of market research and why organizations use it. It discusses that market research involves both qualitative and quantitative research to help organizations better understand customers and make more informed business decisions. Some key points covered include:
- Market research uses surveys, focus groups, and other methods to explain markets, predict future trends and customer behavior, and help create new products and services.
- Both qualitative (focus groups, interviews) and quantitative (surveys) approaches are used to gather in-depth customer insights as well as hard data on customer demographics and preferences.
- The global market research industry was worth $40 billion in 2013, with the largest markets being the US, UK, Germany, and France
The future of market research in heatlhcare - EphMRA presentationRoss Taylor
An exploration of a potential future for market research and social listening in the healthcare industry as technology advances and behaviours change ever more rapidly.
The Art & Science of Facial Imaging in Market Research - Part 1 The BasicsAlastair Gordon
Facial Imaging (Facial Coding/Recognition) is one of Market Research's most interesting new technologies, providing many of the benefits of lab-based neuro-science, but in a much more scalable and cost-effective manner. In this presentation (part 1 of 2) Gordon & McCallum outline the basics of how the method works, what outputs look like and implementation requirements, Part 2, a separate presentation also on Slideshare, discusses more advanced applications and the potential of the technology to build new solutions in 6 key aspects of interest to marketers.
Introduction to and overview of marketing research from which you will learn to: 1.) Identify the reason for doing marketing research and describe the five-step marketing research approach leading to marketing actions; 2.) Describe how secondary and primary data are used in marketing, including the uses of questionnaires, observations, experiments, and panels; 3.) Explain how information technology and data mining link massive amounts of marketing information to meaningful marketing actions.
The future of market research in heatlhcare - EphMRA presentationRoss Taylor
An exploration of a potential future for market research and social listening in the healthcare industry as technology advances and behaviours change ever more rapidly.
The Art & Science of Facial Imaging in Market Research - Part 1 The BasicsAlastair Gordon
Facial Imaging (Facial Coding/Recognition) is one of Market Research's most interesting new technologies, providing many of the benefits of lab-based neuro-science, but in a much more scalable and cost-effective manner. In this presentation (part 1 of 2) Gordon & McCallum outline the basics of how the method works, what outputs look like and implementation requirements, Part 2, a separate presentation also on Slideshare, discusses more advanced applications and the potential of the technology to build new solutions in 6 key aspects of interest to marketers.
Introduction to and overview of marketing research from which you will learn to: 1.) Identify the reason for doing marketing research and describe the five-step marketing research approach leading to marketing actions; 2.) Describe how secondary and primary data are used in marketing, including the uses of questionnaires, observations, experiments, and panels; 3.) Explain how information technology and data mining link massive amounts of marketing information to meaningful marketing actions.
Bill Balderaz spoke to a group at WOSU about measuring your social media presence. Perhaps the most important, and difficult, aspect of marketing is proving value. Once executed, campaigns are tracked and measured to the point of exhaustion. This is especially true with online marketing campaigns. However, many online marketing campaigns and promotions are difficult to measure; creating "more buzz" is not a measurable metric. This discussion will identify which metrics are credible and how to quantify them. In addition, the session will address how to explain the results of complex online marketing campaigns, such as word of mouth episodes.
A powerful presentation highlighting social media analytics and how it's used by the social media marketing departments. It covers a basic introduction to the social media analytics and their role in proactive marketing.
How To Sell Through Social Media – And Why B2Cs Have A Lot To Learn From B2BsJonathan Wichmann
The slide deck from my presentation at Dialogkonferansen 2014 in Strömstad, Sweden.
A big thanks to Augie Ray who provided a lot of the data (http://www.experiencetheblog.com/2014/04/what-if-everything-you-know-about.html).
Visit OrcaSocial.com to learn how we help B2B companies use social media and social technologies the right way.
How to Use Online Intelligence As Part of a Total Media StrategySocial Strategy1
"How To Use Online Intelligence As Part of a Total Media Strategy ”
The webinar explores the importance and growing influence of not only social media, but total media –including traditional publications, virtual communities, multimedia, blogs, message boards, and opinion sites–and how organizations can leverage total media intelligence to inform and track marketing programs including product development, advertising, and competitive analysis.
Sponsored by Social Strategy1 and Write2Market
The State of AI in Insights and Research 2024: Results and FindingsRay Poynter
This presentation from Ray Poynter of NewMR shares the findings from the latest NewMR study.
The study looks at the use of Artificial Intelligence in insights and research, including a deeper dive into the topic of Synthetic Data.
Find out how many people are using AI, how many are testing it, what they are doing, and what people think about Synthetic Data.
And, hear about where AI and research might be in two year’s time.
Listen to the recording of this presentation via NewMR.org/Play-Again, and also access other presentations from NewMR on all things market research, insight, and AI.
ResearchWiseAI - an artificial intelligence driven research data analysis toolRay Poynter
This presentation was delivered as part of the NewMR 'State of AI and Insights 2024' webinar event, April 2024.
This presentation highlights the expanded range of tools available from ResearchWiseAI – an AI tool that summarises research findings from surveys.
Questions for the team? Email us at support@researchwiseai.com or visit our website: https://researchwiseai.com/
Visit NewMR.org/Play-Again to listen to this presentation recording , and access the other presentation in this webinar event.
Bill Balderaz spoke to a group at WOSU about measuring your social media presence. Perhaps the most important, and difficult, aspect of marketing is proving value. Once executed, campaigns are tracked and measured to the point of exhaustion. This is especially true with online marketing campaigns. However, many online marketing campaigns and promotions are difficult to measure; creating "more buzz" is not a measurable metric. This discussion will identify which metrics are credible and how to quantify them. In addition, the session will address how to explain the results of complex online marketing campaigns, such as word of mouth episodes.
A powerful presentation highlighting social media analytics and how it's used by the social media marketing departments. It covers a basic introduction to the social media analytics and their role in proactive marketing.
How To Sell Through Social Media – And Why B2Cs Have A Lot To Learn From B2BsJonathan Wichmann
The slide deck from my presentation at Dialogkonferansen 2014 in Strömstad, Sweden.
A big thanks to Augie Ray who provided a lot of the data (http://www.experiencetheblog.com/2014/04/what-if-everything-you-know-about.html).
Visit OrcaSocial.com to learn how we help B2B companies use social media and social technologies the right way.
How to Use Online Intelligence As Part of a Total Media StrategySocial Strategy1
"How To Use Online Intelligence As Part of a Total Media Strategy ”
The webinar explores the importance and growing influence of not only social media, but total media –including traditional publications, virtual communities, multimedia, blogs, message boards, and opinion sites–and how organizations can leverage total media intelligence to inform and track marketing programs including product development, advertising, and competitive analysis.
Sponsored by Social Strategy1 and Write2Market
The State of AI in Insights and Research 2024: Results and FindingsRay Poynter
This presentation from Ray Poynter of NewMR shares the findings from the latest NewMR study.
The study looks at the use of Artificial Intelligence in insights and research, including a deeper dive into the topic of Synthetic Data.
Find out how many people are using AI, how many are testing it, what they are doing, and what people think about Synthetic Data.
And, hear about where AI and research might be in two year’s time.
Listen to the recording of this presentation via NewMR.org/Play-Again, and also access other presentations from NewMR on all things market research, insight, and AI.
ResearchWiseAI - an artificial intelligence driven research data analysis toolRay Poynter
This presentation was delivered as part of the NewMR 'State of AI and Insights 2024' webinar event, April 2024.
This presentation highlights the expanded range of tools available from ResearchWiseAI – an AI tool that summarises research findings from surveys.
Questions for the team? Email us at support@researchwiseai.com or visit our website: https://researchwiseai.com/
Visit NewMR.org/Play-Again to listen to this presentation recording , and access the other presentation in this webinar event.
AI-powered interviewing: Best practices from YasnaRay Poynter
This presentation is Part 2 of 2.
Join us as we explore how AI can be used to supercharge your qualitative research.
Enjoy two presentations, the first presentation is shared by Ray Poynter from NewMR, who is looking at AI and Qual: The Story So Far.
The second presentation, this presentation, is Part 2 of 2 from Fastuna and Yasna, and shows how Yasna can be used to create AI-powered interviewing. Their presentation is called 'AI-powered interviewing: Best practices from Yasna'.
To listen to the recordings for both presentations in this webinar, visit NewMR.org/Play-Again.
Artificial Intelligence and Qual: The Story So FarRay Poynter
This presentation is Part 1 of 2.
Join us as we explore how Artificial Intelligence can be used to supercharge your qualitative research.
Enjoy two presentations, the first (this presentation) is shared by Ray Poynter from NewMR, who is looking at AI and Qual: The Story So Far.
The second presentation, Part 2 of 2 is from Fastuna and Yasna, and shows how Yasna can be used to create AI-powered interviewing. Their presentation is called 'AI-powered interviewing: Best practices from Yasna'.
To listen to the recordings for both presentations in this webinar, visit NewMR.org/Play-Again.
State of Research Insights in Q1, 2024 from NewMRRay Poynter
Join us as Ray Poynter of NewMR presents the latest updates from NewMR’s study into the state of insights. This is the third wave in an ongoing series, where NewMR checks on topics such as:
- How optimistic are insight professionals?
- What are they most positive about?
- What are their main worries?
Ray will present the latest findings in the context of the two waves from 2023.
Ray will also present information about the skills people are seeking to learn and their preferences for face-to-face events.
We will also share a link for you to download the NewMR report into Optimism in the insights and research ecosystem.
In the final section of the webinar, Ray will illustrate how he used the AI-powered ResearchWiseAI tool to kick start his analysis.
Access the event recording via NewMR.org/Play-Again
Presented by Daniel Fazekas, Bakomo Social.
Social intelligence research possesses the capability to capture, analyze, and interpret the myriad factors influencing how consumers align themselves with product categories and brands, with special focus on their underlying dynamics.
By capturing unfiltered opinions across social media, this type of research unveils the process with which consumers can shift their perspectives, influenced by the opinions of others, influencers, news, and even misinformation. The talk by Daniel Fazekas shares examples of the volatile nature of consumer mindset across consumer categories and geographies.
This presentation is part of the Story Time: Narrative Research forum event, hosted and produced by the Irrational Agency and NewMR, bringing together leading proponents of commercial narrative research across disciplines, to share how organisations can use story to generate unique and impactful insights.
To listen to the presentation, and access the recording, visit NewMR.org/Play-Again
While nearly every participant is willing to answer our questions in market research, very few actually share what’s really happening inside their minds. By leveraging insights from the field of narrative psychology, Kristian A. Alomá, PhD, an academic and practitioner in the field, will demonstrate how consumers really think about brands and the role narratives play in that thought process. He’ll break down what that means for businesses and market researchers and how we can move past surface-level answers and get to the rich stories driving consumer behavior.
This presentation is part of the Story Time: Narrative Research forum event, hosted and produced by the Irrational Agency and NewMR, bringing together leading proponents of commercial narrative research across disciplines, to share how organisations can use story to generate unique and impactful insights.
To listen to the presentation and access the recording, visit NewMR.org/Play-Again.
Narrative Exploration of New Categories at MondelēzRay Poynter
As part of the Story Time: The Narrative Research Forum event, Steph Shaarwi (Irrational Agency) and Maura Collins-Titone (Mondelēz) discuss and share how Mondelēz used narrative research to identify emerging category trends and leverage that information to shape new propositions.
This presention is part of the Story Time: Narrative Research forum event, hosted and produced by the Irrational Agency and NewMR, bringing together leading proponents of commercial narrative research across disciplines, to share how organisations can use story to generate unique and impactful insights.
To listen to the presentation and access the recording, visit NewMR.org/Play-Again
Join Ray Poynter, Alexandra Kuzmina, and Lisa Wilding-Brown as we investigate key topics for insights and research, including:
- Blending Conversation AI and Behavioural Science; Experiments in future oriented concept testing
- Quality & Fraud Trends; What is happening and what are the implications
- Automating Research; What can we automate and what are the implications
The recordings from this presentation can be found via NewMR.org/Play-Again
Join our panel of experts on NewMR as we explore:
- Synthetic Data, what is it, and what are the issues and opportunities, what should we do next?
- How should client insight teams be more efficient, more effective, and impactful in the rooms where the decisions are made?
- What do experiments with avatars tell us about data collection, how should we conduct and interpret experiments, and what are the next steps?
Access the recording to this webinar via NewMR.org/Play-Again
Presented by Ray Poynter
In this webinar, Ray Poynter provides a summary of the key trends that are shaping the world of insights. Addressing questions such as:
- What is really happening in insights with AI?
- What is happening in the field of Synthetic Data?
- What is happening with data quality?
- What forces outside market research are shaping insights?
- What are the key skills that people should be developing?
- What plans should you be making for 2024?
To access the presentation recording, visit NewMR.org/Play-Again
Learn how we can embrace Research Thinking to build skills, develop research capabilities and capacity, and demonstrate the power and value of human research professionals.
Research Thinking can serve as a unifying concept that describes the strengths and capabilities that researchers have and how researchers add value, or what we can think of as a researcher’s superpowers.
The recording of this presentation can be access via NewMR.org/Play-Again.
How might AI impact Research and Insights over the next two years?Ray Poynter
In this presentation, Ray focuses on the short-term picture for research and insights;
what will change, what will stay the same, and what are the big issues when it comes to the impact of Artificial Intelligence.
The recording of this presentation can be access via NewMR.org/Play-Again.
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...Ray Poynter
Presenter: Paul Watts, Director, Product Management at Forsta
With the rapid adoption of AI technologies like ChatGPT into insight platforms, companies face the challenge of finding the right balance between harnessing the power of generative AI and navigating the well-documented pitfalls associated with a technology that is still in its infancy.
In this session, Paul provides valuable insights on the potential benefits and downsides of this technology, and he will explore how a hybrid model can effectively leverage the strengths of both humans and technology.
By embracing a human-centered approach, we showcase a compelling use case from the Forsta labs, demonstrating how insight professionals can effortlessly explore their datasets using natural-language questioning.
Furthermore, we discuss the future implications of this technology and the exciting possibilities it holds for data exploration.
To access the recording of this presentation, visit NewMR.org/Play-Again
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...Ray Poynter
A few months ago, YouScan released Insights Copilot (https://youscan.io/insights-copilot/), the first on the market ChatGPT-powered tool for social media listening that allows you to ask any questions about the data and get answers supported by relevant examples.
Alex Orap, YouScan’s Founder & Chief Growth Officer, shares practical examples of how Insights Copilot can be used for quick qualitative insights; what are some of the best practices, as well as current limitations, of using this new generative AI tool for the market and consumer research.
The recording of this presentation can be access via NewMR.org/Play-Again.
Using Generative AI to Assess the Quality of Open-Ended Responses in SurveysRay Poynter
Presented by Karine Pepin.
An enormous amount of time and resources are devoted to improving data quality in survey research.
The quality of open-ended responses has become a critical factor for researchers in evaluating the validity of each participant. Reading through open-ended responses is a time-consuming task that has been difficult to automate.
While most tools are capable of identifying obviously inappropriate responses such as gibberish and profanity, they generally lack the ability to effectively assess the quality of the content.
With its ability to understand context and user-friendliness, Generative AI opens up opportunities for researchers to automate this laborious cleaning process.
During this session, you will be presented with a practical use case demonstrating how GPT was utilized to efficiently clean open-ended responses on a large scale.
Access the presentation recording via NewMR.org/Play-Again
Exploring the future of verbatim coding with ChatGPTRay Poynter
Presented by Tim Brandwood and Damien Gouriet.
Codeit have been involved in Verbatim Coding and Machine Learning for the last 7 years.
In this presentation, they share their research on the use of Generative AI for coding market research verbatim responses, and their experiments using Generative AI to automate the coding process.
They also discuss the strengths and limitations of this as a coding tool, the role of human oversight in the process, and the potential for customized machine learning models working alongside it.
The highlights the importance of human expertise and the use of GPT as a labour-saving tool rather than a complete replacement for humans in the market research process.
Access the presentation recording via NewMR.org/Play-Again.
Using Generative AI to bring Qualitative Capabilities to Quantitative SurveysRay Poynter
Presented by Phil Sutcliffe from Next Intelligence.
Open-ended answers in surveys can be disappointing, failing to deliver the insight that researchers hope for.
Often the answers given are descriptive at best and uninformative or complete gibberish at worst.
The advent of large language models (LLM's) and generative AI has brought great opportunity to change this.
We now have the capability to use AI to probe within quantitative surveys.
With the correct training of the generative AI models, probes can be returned that are relevant to what the participant has just said and the context of the original open-ended question.
Further enhancements allow the researcher to probe on specific aspects of the participant’s response, in a similar way to how a moderator would in a depth discussion.
No longer do researchers need to be frustrated that quant surveys only provide the ‘what’, with AI probing, you can now understand the ‘why’ as well and do this at scale and speed.
Access the presentation recording via NewMR.org/Play-Again
How AI / ChatGPT Drives Business GrowthRay Poynter
Hao, the Founder of HaoLifeLab, is an entrepreneur with over 10 years of experience specializing in integrating Digital, AI & Insight.
In this presentation, he discusses how to embrace the AI/ChatGPT revolution. This session will cover the following topics, which have been presented to international companies such as L’Oreal, Alibaba, Bytedance, and Mars:
– Hindsight: Learn to use established AI tools effectively
– Insight: Understand AI’s impact on the insight industry
– Foresight: Learn how to transform yourself and your company with AI
Listen to the full presentation at NewMR.org/Play-Again
Tech for tech’s sake? Learnings from experiments with AI in consumer researchRay Poynter
MMR’s in-house tech innovation team NOVA, has been exploring, interpreting, and experimenting with emerging technology with a sole focus to uncover the kind of tech that will make a tangible difference to the quality and depth of insight.
The presentation outlines the latest experimentations with practical application of AI and LLM’s: conversing with consumers at scale with chatbots, in-the-moment data capture with voice technology, unstructured data analysis, increasing survey engagement and improving data quality with AI avatars.
Insights from case studies conducted alongside leading FMCG brands will highlight the advantages and limitations of these technologies, with a particular focus on product and packaging development and testing.
Listen to the full presentation at NewMR.org/Play-Again.
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
1. Marketing Research & Social Communication
Lesson 1
What is Market Research
and why do organisations use it?
Ray Poynter
1
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
2. Agenda
1. Introductions
2. Textbook
3. Market Research and its Context
4. Qualitative and Quantitative
5. Other forms of Market Research
6. Big Picture and Key Takeaways
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
2
3. Introductions
• Name
• Country
• Major subject
• A favourite brand that has not
already been mentioned today
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
3
4. Textbook
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
4
Title:
Answers
to
Contemporary
Market
Research
Ques:ons
Published:
ESOMAR
Editors:
Ray
Poynter
&
Sue
York
Date:
March
2014
ISBN:
92
831
0262
2
Price:
20
Euros
Dona/on:
ESOMAR
donated
30
books
5. Other Books
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
5
Title:
Ques:onnaire
Design
Author:
Ian
Brace
Published:
Kogan
Page
Date:
June
2013
Price:
£29,99
Title:
Handbook
of
Online
&
Social
Media
Research
Author:
Ray
Poynter
Published:
Wiley
Date:
August
2010
Price:
£41.99
Title:
Handbook
of
Mobile
Market
Research
Author:
Ray
Poynter,
Navin
Williams,
&
Sue
York
Published:
Wiley
Date:
August
2014
Price:
£24.99
6. Website for Resources
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
6
hTp://newmr.org/saitama-‐2015/
7. What is Market Research?
Scope: Customers
Objective: Better business decisions
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
7
• Evidence-‐based
decision
making
• Be2er
informed
decisions
• Customer-‐focused
decision
making
8. The Main Uses
of Market Research
1. To explain the market
For example: Who uses what, where, when, why,
and how?
2. To predict the future (probabilistically)
For example, “Here are three TV ads, if I were to
use them, what impact would they have?”, or “If the
price increases 10%, what happens to sales?”
3. To help create the future
For example, asking people help design a new
snack food.
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
8
9. Cadbury Creme Egg
Very popular UK-focused confectionary
Typically on sale between January and
Easter*
– *Christian festival that usually falls in late
March or early to mid April – often celebrated
with chocolate.
In the UK, 200 million are sold between
January and Easter – to a population of
about 66 million people
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
9
10. Creme Egg TV Ad
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
10
hTps://www.youtube.com/watch?v=mNhs0OTMBRw
11. Cadbury Creme Egg – Japan?
What might Cadbury want
to know?
1. Who might eat this product?
2. Who might buy this product?
3. What might they pay for it?
4. What sort of uses?
– Gift, everyday, treat?
5. Where would people want to buy it from?
6. When would they want to buy it?
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
11
12. Typical Market Research
Approaches
• Surveys
• Focus groups (face-to-face and online)
• Depth interviews
• Desk research
• Mystery shopping
• Social media research
• Customer data research
• Media monitoring
• Other, e.g. semiotics, ethnography, neuroscience, A/B
testing
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
12
13. Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
13
ESOMAR
Global
Market
Research
2014
Data
=
2013,
shi^
from
2012
in
brackets
Figures
$millions,
USD
Total
=
$40
billion
14. Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
14
ESOMAR
Global
Market
Research
2014
Data
=
2013,
shi^
from
2012
in
brackets
Total
$40
billion
Manufacturing:
Consumer
non-‐durables
23%
Pharmaceu/cal
12%
Automo/ve
4%
Durables
3%
Other
2%
15. Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
15
ESOMAR
Global
Market
Research
2014
Data
=
2013,
shi^
from
2012
in
brackets
Total
=
$40
billion
Quant
How
many
people
in
this
room
are
married?
Qual
What
do
we
mean
by
the
phrase
“Happy
marriage”?
16. Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
16
ESOMAR
Global
Market
Research
2014
Data
=
2013,
shi^
from
2012
in
brackets
Total
=
$40
billion
17. Size of Market Research Sectors
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
17
Rank
Country
$
Billions
1
USA
15.0
2
United
Kingdom
5.1
3
Germany
3.5
4
France
2.7
5
Japan
1.8
6
China
1.7
10
Australia
0.7
16
South
Korea
0.4
16
India
0.3
ESOMAR
Global
Market
Research
2014
Data
=
2013.
Total
=
$40
billion
(USD)
18. The Main Uses of Market
Research
1. To create explanations
2. To predict the future
3. To help create the future
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
18
19. Quantitative Research - Quant
Focused on numbers
– How many people have a smartphone?
– How many times a day do people use their
smartphone?
– What brand of smartphone is most popular?
– Which smartphone is the easiest to use?
– Which smartphone has the best technology?
– What would you pay for a new smartphone?
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
19
The
most
common
way
to
conduct
a
quan/ta/ve
study
is
via
surveys
20. National Readership Survey
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
20
hTp://www.nrs.co.uk/nrs-‐print/methodology/interview/
21. Qualitative Research - Qual
Meaning
Feeling
Understanding
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
21
Focus
Group
Depth
interview
Telephone
depth
interview
Online
focus
group
Online
discussion
Accompanied
shop
Pairs
Triads
Ethnography
hTps://youtu.be/j_cUnlQl29Q
23. NPD and Market Research
Gaps
• Usage
&
Antude
Ideas
• Focus
Groups
Predic:ons
• Concept
Test
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
23
24. Beyond Surveys
and Focus Groups
Quant
– Transactional data
– Passive monitoring
– A/B experiments
– Social media
Qual
– Online discussions
– Ethnography
– Social media
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
24
26. Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
26
Google
Trends
Australia
Year
on
Year
“Biscuits”
Anzac
Biscuits
?
27. Nivea Black & White Clear
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
27
hTps://www.youtube.com/watch?v=yol6h-‐3nbTc
28. Overview of Market Research
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
28
29. Key Players in the Market
Research Process
• Customer
• Internal Client
• Insight Manager
• Research Agency
• Fieldwork Companies
• Interviewers
• Recruiters
• Data Processing
• Reporting and
Infographics
• Focus Group Facilities
• Platform Providers
• Software Providers
• Coding
• Transcription
• Translation
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
29
30. Marketing or Market Research?
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
30
Marke:ng
Research
More
USA
More
academic
Market
Research
More
UK
More
business
31. From Data to Impact Via Insight
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
31
32. 4 Key Points of
Client / Agency Tension
1. Reliability of the research
2. Speed / timing
3. Budget
4. Context
– How does the research fit into the wider
business needs?
– Does the researcher understand the
business and its objectives
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
32
33. Scoping/Designing
Research Projects
1. Business objectives
2. Research objectives
3. Research methods
4. Details and logistics
5. The project
6. Analysis -> Findings -> Insight
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
33
34. Insight?
• Lots of definitions
• Some people use it for anything
discovered
• Some use it for anything the client says is
an insight
• My suggestion:
– Something that provides a generalisable
understanding
– Something that supports action
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
34
35. The Penny Farthing
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
35
Why
was
the
wheel
so
big
on
the
Penny
Farthing?
1
turn
of
the
pedals
=
1
turn
of
the
front
wheel.
100
turns
a
minute
is
preTy
fast.
If
the
front
wheel
is
0.7
metre
across,
then
1
turn
=
0.7
*
π
metres
(2.2
metres).
100
turns
a
minute
=
220
metres
a
minute
=
13
kmh
.
If
the
diameter
is
1.5
metres
then
the
distance
travelled
=
1.5
*
π
*
100
*
60
=
28
kmh
World
record
for
1
hour,
set
in
1891,
38KM
When
gears
invented,
the
front
wheel
became
smaller
36. 4 Things a Clients
Want from Presentations
• Separate the analysis from the
presentation
• Tell a story, don’t deliver a waterfall
• Think like a journalist
• Do it in a compelling way
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
36
“Tell
me
and
I
will
forget.
Show
me
and
I
will
remember.
Involve
me
and
I
will
understand.”
Storytelling
37. Ethics, Codes, & Guidelines
Why?
1. To exercise self-regulation, rather than external
regulation.
2. To help buyers tell the difference between good
and bad research.
3. To offer guarantees to anybody taking part in
market research.
4. To guide market researchers towards best
practice.
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
37
38. The Big Picture
1. Focusing on customers we help organisations
make better decisions
2. We
– Create explanations
– Make predictions
– Help create the future
3. We draw on the social sciences (& other
disciplines) and use quantitative and
qualitative approaches
4. There is more to us than just surveys and
focus groups
5. Data is an input, insight and action are outputs
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
38
39. Your Key Takeaways
and Questions?
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
39
40. Before Next Lesson
1. Read chapter 2 of
Answers to Contemporary Market Research Questions
2. Look at the Focus Group video and think
about what the discussion is revealing
that a survey might not have done.
3. Complete my survey via
http://newmr.org/saitama-2015
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
40
41. Quiz Lesson 1
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
41
Q1
What
is
the
MAIN
role
of
market
research?
Select
one
answer
1 ☐
To
discover
which
products
people
want
2 ☐
To
give
customers
what
they
want
3 ☐
To
help
businesses
make
beTer
decisions
4 ☐
To
op/mise
product
design
Q2
What
is
the
MAIN
focus
of
market
research?
Select
one
answer
1 ☐
Customers
2 ☐
Electors
3 ☐
Employees
4 ☐
Academics
Q3
What
type
of
research
is
a
Focus
Group?
Select
one
answer
1 ☐
Quan/ta/ve
2 ☐
Qualita/ve
3 ☐
Automated
4 ☐
Induc/ve
42. Website for Resources
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
42
hTp://newmr.org/saitama-‐2015/