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What happens when research expertise meets Artificial Intelligence to create a platform for anytime, anywhere insights? This paper introduces an innovative application of AI to assimilate, enrich and make accessible enterprise-wide data and past researches. It involved creating a bespoke knowledge-hive using proprietary ML algorithms and state-of-the-art IBM Watson APIs; training Natural Language Understanding bots to mine unstructured data and building an intelligent search engine to make insights available on demand, creatively leveraging traditional MR skills. Effectively, years of past knowledge lost in nameless archives is now readily available to enable informed decision making and democratization of firm knowledge...
Engagement Manager, Market Research
Consultant, Market Research
Engagement Manager, Technology Services
Visual-first social media platforms such as Instagram are a popular mode of communication but methods to synthesize the vast amount of content to actionable insight are scarce. In this paper, we present a scalable end-to-end platform for insight generation from consumer posted visuals on social media. First, we present a novel method to annotate images using the distribution of engagement on user posts. Then, we train a custom neural network on the annotated data set to predict popularity. Finally, we delineate clusters in outputs from the deep neural network to crystallize patterns among the popular posts...
Chief Technology Officer
Sales Manager
Professor
In the 4 P's of marketing mix 'Price' plays an important role in the business. The sustainability of the product depends upon a good pricing strategy. Pricing research helps the marketer to set the optimal price of a product, when there is a price change happening in the market. Irrespective of the direction of the price change it might have a serious impact on the positioning of the brand. With increase in price the marketer might lose a substantial share in the market, as the consumers will tend to opt for the substitute brand. With decrease in price the marketer might not be able to draw considerable number of consumers which will met up the drop-in revenue due to price cut. Hence from a marketers' perspective it is of utmost importance to understand the response among the consumer with change in price...
Manager, Marketing Sciences Group
Associate Vice President
Myntra Designs
Abstract: Every researcher might be aware of the term 'time crunch'. The reason it exists is the rapid pace of change, both in society and in business, which can be witnessed all around in technology, new phenomena, consumer choices, market decisions and planning. Marketing strategies change overnight to keep up to this agile market. Be it the Australian packaged food market where prices change weekly or Indian apparel company that changes its stock weekly, the change is inevitable which is thus making speed and accuracy of prime importance for marketer. To match to this dynamic environment and momentum, automation of processes is a must for research industry. Fresher the data is, richer will its analysis be as it will be more valid and real-time. With this thought in mind, an automated/ DIY solution for pricing researches has been developed, to give pricing solutions to clients in 48hours!..
Senior Manager, Marketing Sciences
Senior Director - Business Operations, Marketing Sciences
Abstract: Creating value for any business needs a dual pronged approach focus on growth, to protect and enhance our consumer franchise, hence enabling long term business value and an unstinting and relentless passion for profitability. In price sensitive categories, where pricing is also heavily driven by crude oil, this can become challenging. An increase in crude oil pricing can then threaten profitability and consumer franchise both, hence eroding value for the organization. The insights in this paper guide portfolio strategy through enhancing value creation even in inflationary scenarios...
CMI Head: South Asia Homecare & Global Digital Measurement and Analytics
Abstract: The research revolved around 'Grief' and the painful journey experienced by the 'bereaved after death' of a closed one... The emotions were intense yet personal, strong yet suppressed, loud yet silent. The paper details out a framework used for interacting with the bereaved and their family members. Framework has been adapted using principles of counselling and circular method of questioning. This research paper falls under the paradigm of 'qualitative research needs saving' as it uses deeply grounded and psychological constructs which are core to qualitative research. Speakers: Ashwini Sirsikar..
Ipsos
Associate Director
Semiotic analysis and Qualitative Research are natural partners in the consumer insights practice. Apparently, they are very similar, reliant as they are, on the interrogative and interpretive skills of the researcher. However, semiotics and qualitative research are two distinct disciplines with different theoretical backgrounds, conceptual frameworks and tools for analysis. The very data that both study are also different, with semioticians studying texts and qualitative researchers studying the voice of the consumer. Hence, the authors posit that a Qual + Semiotics study is an interdisciplinary study. From their experience, the authors propose best practice frameworks for ensuring that the inter-disciplinary work turns out as a Jodi No. 1...
Co-founder
Cultural Analyst