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Next Generation Research 2013

London, 17 January 2013

Report and selected presentations from Warc's own conference on mobile, social and other new forces driving market research techniques.

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This report from Warc’s Next Generation Research conference summarises the event’s proceedings under the main headings of mobile, social media and big data.

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This presentation from Luma Research and Research Now examines the efficacy of mobile research compared with online.

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Implicit research techniques are increasingly recognised for the value they can add to brand strategy and communication.

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This presentation from the alcoholic drinks company Bacardi (and research agencies Kiosk and Rapp) looks at the features of mobile communities that are useful for qualitative research.

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In this presentation, the brewer Molson Coors and research agency TNS demonstrate how mobile offers reach and relevance as a market research tool.

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This presentation from Starcom MediaVest looks at how advertising planning has evolved over time and how in turn, measurement of its results has also changed.

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In this presentation, Samsung describes its journey to build stronger brand desire. It needed a new approach to make a continuous, real-time loop between the digital debate and action.

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This presentation addresses how brands can build research communities through social media. It looks at what works and what doesn’t, and provides case studies into how social media communities are currently being used to move beyond buzz towards deeper insights for brands, products and communication.