Research management

PepsiCo turns to “augmented intelligence” to digitize insights

Article • Reed Karaim, Event Reports, TMRE, October 2018

PepsiCo, the food and beverage giant, has built an augmented-intelligence platform that it hopes will deliver numerous benefits to its business.

Use data to speed NPD and boost success rates

News • 21 December 2018

Data and machine learning are increasingly being used by food and beverage brands to develop new products and to identify the flavours that will work best in new markets.

Cooperate, or die…

Article • Laurent Florès, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 558-560

This viewpoint encourages marketers to adapt to and embrace the changes that can be brought about by Artificial Intelligence (AI).

Why we need better measures of research impact in advertising: Considerations for best practices to expand research’s reach

Article • Shelly Rodgers, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 385-389

This article offers introspection on measuring and assessing the impact and effectiveness of advertising research.

L'Oréal offers a new regimen for next-generation strategists

Article • Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2018

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Wayfair gets “scrappy” about research

Article • Reed Karaim, Event Reports, TMRE, October 2018

Wayfair, the online retailer focused on home goods, is using a “scrappy” approach to research as it seeks to understand consumers and generate valuable insights.

The secret financial lives of Americans – and the future of financial services

Article • Gunny Scarfo and Ben Zeidler, WARC Webinars, December 2018

Gunny Scarfo and Ben Zeidler, co-founders of Nonfiction Research, go behind the scenes of Nonfiction's unusual research approach, which included interviews with bank robbers, bank executives, Wall Street analysts, and shopping addicts.

Formula One Research Portal

Article • MRS Awards, Finalist, MRS/AURA Award for Insight Management, 2018

Formula One (F1), an international form of racing, launched a portal globally, which integrates data from all of F1’s research partners into one portal without compromising their quality – speeding up insights delivery and adapting to changing needs.

AXA – Global Healthcare & Listen + Learn Research: Winning a place in the suitcase: How AXA optimised its marketing spend to become more relevant and engaging to those looking to move abroad

Research Paper • MRS Awards, Highly Commended, MRS Award for Financial Services Research, 2018

AXA, an insurance firm, optimised its marketing spend and became more relevant to Britons looking to move abroad.

Network Rail: A new approach to understanding suicide prevention on the Great Britain’s railways

Research Paper • MRS Awards, Winner, Virginia Valentine Award for Cultural Insights, 2018

Network Rail, the owner of most of the railway network in Great Britain, used anthropological and ethnographic research methods to explore railway suicide.

Flamingo x Diageo Progressive Gender Portrayal in Global Comms

Case Study • MRS Awards, Finalist, Virginia Valentine Award for Cultural Insights, 2018

Diageo, an alcoholic beverages company, evaluated the representation of women in its global communications to improve representation and help its business.

Takeda Pharmaceuticals Company: In this Information Age, how can Pharma effectively engage with physicians and provide them information that they really need when bringing new products to market

Research Paper • MRS Awards, Finalist, MRS Award for Healthcare Research, 2018

Takeda, a pharmaceutical company, changed its way of thinking and operating to embrace ‘outside-in’ thinking for designing products and services with its customers and patients at the heart of the organisation.

Formula One: Pushing the Limits

Article • MRS Awards, Finalist, MRS Award for International Research, 2018

Formula One (F1), an international form of racing, became the fastest growing global sports social media platform as TV audiences increased by 6% across key global markets.

Reckitt Benckiser: Durex Global Sex Survey - Supporting Sexual Health & Wellbeing Across the World

Research Paper • MRS Awards, Finalist, MRS Award for International Research, 2018

Reckitt Benckiser, a British multinational consumer goods company, needed to launch the Global Sex Survey for its condom brand Durex by using research to make it sensitive and accessible to all genders, sexualities and regions.

‘Our House’: Using TV & Excitement to Bring the Customer Closer to ASDA

Article • MRS Awards, Winner, MRS/AURA Award for Insight Management, 2018

ASDA, a supermarket chain, got closer to their customers with its first longitudinal TV show ‘Our House’ in the UK.

Multiple Sclerosis Society: Measuring the socio-economic impact of changes to PIP eligibly criteria for people living with MS: a participatory approach

Research Paper • MRS Awards, Winner, MRS Award for Public Policy/Social Research, 2018

The MS Society commissioned research to inform a media campaign aimed at convincing the UK government to change various aspects of Personal Independence Payment (PIP).

Auto Trader Group: The Car Buyers Report – not new, not used but next

Research Paper • MRS Awards, Finalist, MRS Award for Applications of Research, 2018

Auto Trader, a digital automotive marketplace, was able to shed its reputation among UK consumer as a place for ‘cheap second hand cars’ and delivered a twelvefold ROI.

Observing cultural trends to identify white space

Research Paper • MRS Awards, Finalist, MRS Award for Healthcare Research, 2018

Sanofi Pasteur, the vaccines division of the global pharmaceutical company Sanofi, wanted to find a customer-focused positioning that would work across many markets and customer types, helping it to better connect with customers.

How do you solve a problem like Cora?

News • 28 November 2018

As Cora, the chatbot developed by RBS, evolves from its text-based origins into a life-like “digital human”, the insight team at the UK bank is on a parallel track searching for appropriate metrics to measure “her” ...

How do you measure a chatbot?

Article • Brian Carruthers, Event Reports, MRS Financial Services Research, November 2018

New channels and new touchpoints may require new measurement methods and those metrics often have to be considered across categories.

The Good Old Qual Comes to Rescue Your Digital Spend: Qualitative fusion caters to communication development challenges of changing times

Research Paper • Arfa Syed and Tooba Kamil, ESOMAR, Fusion, 2018

Kantar Millward Brown, an insight and consultancy group, launched a research framework that explored the benefits of revamping traditional qualitative methods with co-creation to help marketers produce better digital communications in Pakistan.

The Value of Machine Learning in Privacy: Results-oriented machine learning solution in securing PII data anonymisation

Research Paper • Carlos Ochoa and Ezequiel Paura, ESOMAR, Fusion, 2018

Netquest, a market researcher, designed a new method to detect Personal Identifiable Information (PII) based on "learning from experience" with participants from Brazil, Mexico, Spain and the United States.

Catching the Exception: An in-depth qualitative social media analysis to uncover unexpected usages of plant-based Alpro products - #newrecipe #cleaneating #plantpower

Research Paper • Chayanne Meers and Suzanne Mulier, ESOMAR, Fusion, 2018

Alpro, a plant-based products brand, used deep-dive social analysis to identify consumer trends around plant-based products – allowing them to promote versatile and creative uses for its product ranges in Belgium.

Demonstrating the Advantage of Artificial Intelligence in Market Research

Research Paper • Gary Ellis, ESOMAR, Fusion, 2018

Through two political case studies in the US and UK, online insights platform Remesh exemplified the positive impact of AI on market research.

Demystifying Machine Learning: Accelerating innovation by exploiting what is already known

Research Paper • Sjoerd Koornstra and Wim Hamaekers, ESOMAR, Fusion, 2018

Researchers from The House of Insights and Haystack International partnered to develop a tool that can predict the likelihood of a flavour succeeding in any given beverage market in the world.