CHICAGO: General Motors, the automaker, has enhanced the power of its quantitative market research by using qualitative videos that feature carefully selected consumers that can help bring its findings to life.
NEW YORK: Getty Images, a provider of audiovisual content for the creative industries, has tapped the power of psychographics to gain a deeper view of consumer preferences regarding the photos available on its platform.
Bianca Staub, ARF Experiential Learning, March 2018
Nielsen, a global information and measurement company, led an initiative to help Getty Images deepen its understanding of its audience composition and its customers' preferences of specific image attributes.
Peter Totman, ESOMAR, Global Qualitative, November 2017
Failure can play a positive role and bring significant personal and professional development – qualitative researchers need to balance their fear of failure with a willingness to take risks in order to maintain an innovative edge.
Jasper Melchers, Julia Görnandt, Iris van Loon and Joey Ophof, ESOMAR, Congress, 2017
This paper investigates how market research findings are typically shared by research agencies and their clients, and explores new ways of sharing these results for high impact within - and integration into - a client’s business.
Chelsea Gibbons and Emily Hsiao, ESOMAR, Congress, 2017
This paper explains how advanced text analytics and immersive video delivered actionable consumer intelligence in the United States for an up-and-coming snack brand, bare, in an evolving product category.
Denise Brien, Dean Macko, Tom Higgins and Niamh Jones, ESOMAR, Congress, 2017
This paper reveals best practices for using video in research, based on a project by AOL, the digital content brand, which explored how technology-powered solutions can help researchers incorporate video.
Afra Chen and Zou Xiong, ESOMAR, Asia Pacific, May 2017
This paper discusses the role of video-based research methods through a medical research study in China, with particular focus on why this method is effective in helping address the needs of those with multiple chronic conditions.
MRS Awards, Finalist, New Consumer Insights, 2016
This paper describes a UK research project by Egmont Publishing to explore whether time-poor parents still read to their children and, if so, whether they use a digital device or a print book, and the emotional drivers around this activity.
This article, taken from the Warc Toolkit 2017 report, explores how developments in virtual and augmented reality are offering new and increasingly viable ways for brands to emotionally engage with consumers.