February 12-13, 2019
Today, everything and anything is digital. It’s a way of life that’s core to the DNA of what we think, feel, say and do.
With 3.6 billion global Internet users surpassing half the world’s population in 2018, digital devices are getting better, faster and cheaper. No surprise then that brands and businesses who are both increasingly embracing tech to make peoples’ lives easier and using digital media to revolutionize global communications in more engaging, personal and meaningful ways are the fastest growing brands in the world. Digital should therefore be seen less as “a thing” and more of “a way of doing things” and market research is no exception to this if you want to access the right data from real people! This is where a modern approach comes into play.
This doesn’t mean reinventing the research wheel, it means making real-world modifications that reflect digital behaviors and match the right permission-based data from the right people to obtain a truer, more holistic, deeper view into who consumers really are. Caroline will take you through these five key steps to create a modern approach to market research.
Create a modern approach to market research:
Once upon a time, there was data… Our success as researchers, and the legacy of our work, depends not on our ability to analyze and number-crunch but on how we craft [...]
Wednesday | 10:00-10:30 | Room 3
Today our businesses are moving dramatically faster than they ever have before. Hear how Mars is partnering with technology companies to digitally transform their insights function to deliver insights faster than [...]
Tuesday | 4:15-4:45 | Room 1