Chicago

April 2-3, 2019

Chicago
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The (Behavioral) Science of Conversation

Room 2 | 3:15-3:45 | Wednesday, April 3, 2019

Every business conducts market research to some extent but what if I told you that the way we’ve been conducting research is outdated, unrepresentative and thus unpredictable of future behavior?

In this presentation, you’ll learn why the methods and mediums which we’ve been conducting research for the past decade are becoming increasingly unreliable and how through the power of conversational methods you can begin to reach new voices, in new places, in a more organic and natural manner that will lead to more truthful, authentic insights.

Sound too good to be true? It’s not! By leveraging modern mobile messaging apps such as SMS, Facebook Messenger, WeChat, etc. – where consumers are already naturally communicating – brands can begin to have ongoing, authentic interactions with their customers and prospects. Moreover, by utilizing the features inherent to these platforms, such as emojis and photo/video/audio uploads, brands can gain access to non-traditional measures and inputs to better understand emotions, perceptions and behaviors of consumers, ultimately leading to better insights and decision-making.

Presentation type

  • Best Practice Workshop

Subjects covered:

  • Mobile research
  • Predictive analytics
  • Behavioral economics
  • Customer experience
  • Industry trends – future of marketing research
  • New techniques – qualitative and quantitative

Takeaways:

  1. Meet consumers where they’re already at to reach new voices previously unrepresented in market research.
  2. Utilize conversational manners and methods that are natural to consumers to uncover more authentic, unbiased feedback.
  3. Go beyond traditional responses and inputs to bring context and humanization to your data.

Speakers:

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