Come see us at iiEX Europe 2018!

Impressions of an Optimist - Didier Truchot
Monday Feb 19 Description, 9:00am - 9:20am

For many years, the market research industry was based on sampling. This led to the production of information which was (reasonably) accurate and (relatively) inexpensive.
Three recent changes have disturbed the industry: other information - often quite detailed - is now readily available, sometimes for free or very cheaply; second, there is a far stronger demand for speed; and third, the usage of research data within client companies has changed. At the same time, there are new worries about accuracy, prompted largely by the difficulties of opinion pollsters in some recent elections. Against this background, technology brings huge and exciting opportunities for our industry; there remains the bedrock of skilled experts, with a wide range of the skills required, and the scientific knowledge and research expertise to help clients be more successful. The need for innovation and objective, reliable data for use by decisions-makers has never been greater - hence the title of my talk.

Reinventing Need States Segmentation for the Mobile Era - Steven Naert
Monday Feb 19, 12:00pm - 12:20pm

Recent technological evolutions and an improved understanding of how consumers relate to brands are enabling us to reinvent market research, leading to more powerful consumer insights. With half of the global population now using a smartphone – and 70% predicted to use one in the next five years – Ferrero feels the time is right to make its consumer insights engine ready for the mobile era. In this spirit, Ferrero approached Ipsos to explore ways in which the traditionally long and tedious need states segmentation survey could be transformed into a shorter, more engaging interview that fits the lifestyle and expectations of the mobile consumer. Four pilot tests were run to adapt the Ipsos Censydiam segmentation approach to device agnostic data collection by significantly reducing questionnaire length (from the current 40 min. to 15 minutes) and by delivering a more user-friendly survey experience to the respondent. And we even went further: we experimented with many of the new tools and analytics that these exciting times are bringing in order to get a deeper understanding of human motivations.  As a result, Ferrero decided to implement the new device agnostic segmentation approach moving forward: a shorter and more engaging questionnaire with the same granularity and data consistency as offered by the existing approach but also better quality sample (since dropout rate was cut in half) and a far richer interpretation of the need states thanks to a large scale application of image-based metaphor elicitation and advanced text analytics.

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