Room 1 | 9:00 am - 9:30 am | Wednesday, October 12, 2022
Based on a case study that won an ESOMAR Making A Difference Award in 2020, this session will discuss how we applied qualitative research techniques for our client UNICEF to uncover insights towards sensitive topics in ways that traditional questioning methods can’t.
In the Middle East there is major diversity, which can lead to failure for well-known brand names if they use the same approach in different regions, without taking cultural beliefs and norms into consideration. In order to enter a market, grow and make changes, it is critical to first understand the cultural drivers and barriers. The social research we conducted in Egypt with UNICEF resulted in a major cultural paradigm shift on human and government policy levels.
Discrete Choice Models combined with Conjoint Analysis – Choice-Based Conjoint Analysis (CBCA) – are a mainstay of quantitative marketing research. Three eras of innovation each improved upon prior tools to [...]
The 21st century brought many changes to the way businesses are conducted. From streaming movies to the use of virtual flight tickets you can carry on your phone and much [...]
Modern business is flush with data – everything can be measured, dashboarded and quantified. When so much information is available it can overwhelm decision making processes in the organization. During [...]