Abstract: Businesses are subject to emergencies and one often needs to take a call in limited time. Many a times the sweet spot therefore rests between triangulating existing information from different data sources, fused together with pointed fresh work to fill specific gaps. This paper presents a case study of an effective business solution demonstrating the above using non traditional research methods. The Problem: A sharp slowdown in category growth entering key selling season. The requirement was immediate inputs towards an immediate fix to protect season. The Fix: Rich findings that not only triggered internal refocus which led to the largest source of share gain in season, but also guided H2 portfolio choices...
Abstract: CEAT in India, has undertaken a Customer Experience Journey (CX) mapping to design cutting edge customer experiences by orchestrating lifetime journeys for the various consumer personas so that the journeys are predetermined & not serendipitous. This paper fleshes and records the entire exercise, as a template for future marketers and gain from the lessons learnt and organize their own CX endeavors...
Abstract: Evolving technological capabilities, customer expectations, lifestyle & demographics are all creating an imperative to change the Retail Banking landscape in the country. Consumers are increasingly valuing experience, convenience, control, and value-added services. Hence, to be the future winners, Banks need to develop a much more complete understanding of their customers. They should understand people's needs, and present relevant solutions to them...
Abstract: What qualitative research can learn from the media: The news media has adapted extremely well to evolving technology to become even more engaging and relevant in peoples' lives. What can we learn from this to increase our impact and relevance as qualitative researchers?..
Abstract: Merging strategy & analytics, and using AI to predict new trends for a profitable business whitespace: As internet reach and e-com penetration continue to increase in India, learn how the country's biggest fashion etailer combined everything from behavioural analytics to Google hangout discussions to AI and social listening to leverage important business decisions...
Abstract: Audiences no longer consume TV unilaterally. While current technology captures the audiences watching TV, it does not take into account their actual behaviour whilst consuming it. This paper attempts to answer the various multitasking/activities that audiences from metro cities are involved in while consuming TV content. What does divided and undivided attention on TV mean in the context of product and brand recall? TV consumption with multitasking/divided attention can be further probed to understand whether the time is right for audience measurement agencies to enter into behaviour based measurement (Real Audience) in addition to the current head count based measurement...
Abstract: Indians' fascination with fairness is consistent with the trend observed in the rest of Asia. Culture, Bollywood, a booming service sector and recent technological advancements in skin lightening are the key drivers of this trend. A recent debate on discrimination based on skin colour has added another dimension to the discourse around fairness. Such an environment brings into question the very relevance and sustainability of this trend. This paper attempts to provide a holistic and unbiased view of the Indian consumers' take on fairness by both 'listening-and-observing' and 'asking' people...
In this visual society, we are all are inundated by innumerable images, videos & posts every day. Marketers have relied on their own eyes to judge these images on social media - looking for patterns, moods, brands, and other clues to consumer behaviour. When brands want to see how many people are talking about their products, one of their first steps may be to analyse their share of voice on social. But what about the conversation that doesn't involve text? This is where 'share of eye' is important. Brand marketers would miss posts like this if they are only measuring text-based social conversation about their brand. But this influx of image-based conversation isn't just changing the way we communicate with each other, it's changing the way brands communicate with consumers. Through this paper we demonstrate how we have leveraged the power of Images & visual communication and how we can analyse the content in Images & Videos and provide better and faster insights. Computer Vision and Image Analysis have reached a high, where the technologies are being used for analysing images using artificial intelligence...
Abstract: Although it may appear that random things go viral online, there are numerous researches which state that there is a science to it. A simple internet search will throw up many companies which claim to help create digital content with the potential to go viral and then track virality. However, all this is post-facto, that is, virality is tracked after the content has been released. Predicting virality potential of digital content is a relatively untouched area. This paper focuses on exactly that - an approach and construct to help predict whether digital content will potentially go viral or not...
Abstract: We introduce a simple mechanism to help marketers track the real-time performance of newly launched products (own as well as competition) and then take marketing decisions accordingly. By looking at the input spend measures and output performance measures of historically launched products in their initial phase of launch, we are able to come up with a set of benchmark values for input spends as well as output performance measures. By comparing contemporary new products against these benchmark values, marketers can infer signals as to which products to delist, which ones to stay invested in and which competition products can act as threats later on...
Abstract: It is a truth universally acknowledged that client budgets and timelines are shrinking whilst the need for quality remains the same. Clients are now often required to make lots micro-decisions at short intervals based on the information available at that moment. To miss an internal gateways renders insights futile. It's no secret that faced with these growing efficiency pressures, qualitative research is having difficulty adapting its processes. SKIM therefore set out to explore potential solutions. Within our industry there has been much talk of AI and automation. When surveys are becoming increasingly automated, is this solution even a possibility for qualitative research given its human-centric nature? If so, what are the trade-offs? Together with Danone, SKIM set up an experiment to explore the possibility of incorporating AI and automation into our qualitative studies. The experiment involved a head-to-head competition comparing human analysis, machine analysis and a mix of the two. Who won? The results may surprise you! Join this session to find out, and leave with practical insights for qualitative researchers wanting to learn if, how and when to automate...
Abstract: We live in the 'post-truth' era where Fake News stories proliferate, trusted media brands continue to engage with consumers whether at home or on the road. Social media, a powerful communication platform, has made the world more interconnected than ever before, yet it is a double-edged sword. It gives voice to the voiceless but, unrestrained, allows 'fake news' to proliferate. Contradictory to common belief, digital news consumption does not erode the amount of international news stories consumed via traditional media. In an effort to understand news consumption behaviour, an independent research study was commissioned incorporating quantitative results and qualitative insights to identify news consumption drivers. Sally Wu will share India specific findings and also bring to the event a global point of view on this important subject matter...