London

February 12-13, 2019

London
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The Modern Approach to Market Research in 5 Steps

Room 1 | 11:30-12:00 | Tuesday, February 12, 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.

  1. “Frame” a modern survey: Approaching each question in the right way.
  2. Search for existing answers: Does this answer already exist elsewhere?
  3. Connect third-party data: How can we get more detailed answers?
  4. Activating research segments: How can I extend the value of my data by activating it on digital channels?
  5. Validating segments: Is what we are doing working and how can we optimize?

Presentation type:

  • Other

Subjects covered:

  • Industry trends – future of marketing research

Takeaways:

Create a modern approach to market research:

  1. “Frame” a modern survey
  2. Search for existing answers
  3. Connect third-party data
  4. Activating research segments
  5. Validating segments

Speakers:

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