El documento describe un estudio que evaluó las percepciones de los chilenos sobre las candidatas presidenciales después de un debate electoral en 2013 utilizando encuestas móviles. El estudio encontró que las encuestas móviles produjeron resultados con mayor validez y calidad de respuesta en comparación con encuestas previas, al capturar percepciones inmediatamente después del debate y reducir las tasas de "no sé/no contesta".
Nuevos medios, nuevos tiempos. La visión de Google - Matías CheszesTRAVEL INNOVA
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McCann Social Central Facebook Strategic Point of viewMcCann Always On
McCann Social Central shares its point of view about new Facebook opportunities for the brands and how it is one of the main platforms in social strategies.
Strategic social listening in action, Unilever Case StudyAndrew Nelson
A sample category report illustrating how organic consumer generated content in social media can power more effective marketing and enable better consumer understanding
Joseph Tripodi Presentation - NYAMA Marketing Hall of FameInsightInnovation
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"The Internet of Things" was one of the hottest topics in 2014, and is set to grow even faster this year, as we move to a world where the internet isn't just about connecting computers, but is now connecting all of the everyday devices that we use.
An introduction-level guide on social listening. This class will take you through the a) three elements of social listening; b) the four "action checklist" items to find out what sort of action to take after a social listening activity; and c) what it takes to make social listening work for you and your business.
Please share on Twitter, LinkedIn, and/or Facebook if you found it useful! Free to use, with attribution for non-commercial purposes, no derivatives permitted.
How Unilever Connected with New Canadian ConsumersRobin Brown
A presentation we gave to the Canadian Market Research & Intelligence Association. We have stripped out proprietary insights but still may be interesting.
9ª edição das Industry Sessions by EDIT. com a temática Digital Marketing, em Lisboa
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The internet of things is going to happen. Thanks to Moore’s Law, the price of having connectivity and sensors are dropping to the marginal cost level. Today: furniture. Tomorrow: forks and spoons?
*talk at NEXT15*
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At LHBS, we are passionate readers and learners. What we learn, we like to share. That’s why we’ve created the Tool Box series which is an ongoing sharing of tools, models and frameworks that we like or that we have developed ourselves.This one is about innovation that is driven by insights. We hope you enjoy this deck and are able to put it into your innovation process. For more consumer and industry insights, check out the LHBS www.inspiration-hub.com
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How did they do it? Over the course of 12 years, Coca-Cola and Infotools evolved from unilateral, deep and slow insight reporting to their current approach: multi-category, multi-level users (from ‘ninjas’ to top management) with super-fast turnaround. All insight professionals can learn from this case study, which demonstrates the use of internal research and a responsive supplier-client relationship to get fantastic value results from insight delivery. The presentation will include a demonstration of an exciting new approach to visualizing marketing insights used by Coca-Cola and other top global companies.
Consumer Lifestyle and Home Environment 2015Trend Bible
What’s driving change for householders in 2015 and beyond? Understand what motivates them, shapes their taste and how they want to spend their time and money.
How should this influence your decisions as a marketing professional or strategist? Do you know what your customer will be responding to over the next 12 months?
DAAT DAY : Digital Trend Spotting 2016 & Implication For BrandDAAT_TH
Digital trend spotting 2016 & Implication for brand from 3 publishers in Thailand
Grow Organic Social Conversation – Thumbsup
Short-Form Content rules Social – BrandBuffet
Conversion, The New Currency – MarketingOops!
Market Automation, Art & Science of Modern Marketing -Thumbsup
Empowering Consumer – BrandBuffet
My Mobile, My Everything – MarketingOops!
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
Natural is back—As anxious consumers reject an industrial system that appears increasingly toxic and damaging to health, they are turning toward natural products as a solution. Raised on digital culture, they no longer see nature and technology as mutually exclusive, and are combining the best aspects of both to build New Natural lifestyles.
La tecnología está revolucionando las campañas electorales con su capacidad de análisis y de procesamiento de grandes volúmenes de datos. Conozca cómo técnicas de moda como el big data, el microtargeting o el geomárketing han resultado decisivos en España y América Latina a través de casos de éxito reales.
Joseph Tripodi Presentation - NYAMA Marketing Hall of FameInsightInnovation
Joseph Tripodi shared his vision for global "networked" brands in his presentation at the 2014 Marketing Hall of Fame Induction Ceremony, May 28th, NYC.
[Webinar] The Internet of Things and the Coming Data DelugeInsightInnovation
"The Internet of Things" was one of the hottest topics in 2014, and is set to grow even faster this year, as we move to a world where the internet isn't just about connecting computers, but is now connecting all of the everyday devices that we use.
An introduction-level guide on social listening. This class will take you through the a) three elements of social listening; b) the four "action checklist" items to find out what sort of action to take after a social listening activity; and c) what it takes to make social listening work for you and your business.
Please share on Twitter, LinkedIn, and/or Facebook if you found it useful! Free to use, with attribution for non-commercial purposes, no derivatives permitted.
How Unilever Connected with New Canadian ConsumersRobin Brown
A presentation we gave to the Canadian Market Research & Intelligence Association. We have stripped out proprietary insights but still may be interesting.
9ª edição das Industry Sessions by EDIT. com a temática Digital Marketing, em Lisboa
Filipe Bernardes / Marketing & Lead Generations Manager / MOBIZY
Aquilo que "vemos" na web social é, normalmente, apenas a ponta de um icebergue cada vez mais complexo. É necessário repensar modelos de atuação mais passivos, e garantir a integração de informação preciosa nos processos de tomada de decisão de uma marca.
[Webinar] Applying Neuroscience to Communications ResearchInsightInnovation
Neuromarketing is an exciting field that is redefining what we think we know about our customers, their decision-making, and the processes that govern how they think and act.
Marcel Schouwenaar: The inevitable Internet of Thingssinnerschrader
The internet of things is going to happen. Thanks to Moore’s Law, the price of having connectivity and sensors are dropping to the marginal cost level. Today: furniture. Tomorrow: forks and spoons?
*talk at NEXT15*
THE TOOLBOX SERIES.
At LHBS, we are passionate readers and learners. What we learn, we like to share. That’s why we’ve created the Tool Box series which is an ongoing sharing of tools, models and frameworks that we like or that we have developed ourselves.This one is about innovation that is driven by insights. We hope you enjoy this deck and are able to put it into your innovation process. For more consumer and industry insights, check out the LHBS www.inspiration-hub.com
Fizzy Visuals : 12-year Evolution of Reporting Insights with Coca-Cola by Pat...InsightInnovation
How did they do it? Over the course of 12 years, Coca-Cola and Infotools evolved from unilateral, deep and slow insight reporting to their current approach: multi-category, multi-level users (from ‘ninjas’ to top management) with super-fast turnaround. All insight professionals can learn from this case study, which demonstrates the use of internal research and a responsive supplier-client relationship to get fantastic value results from insight delivery. The presentation will include a demonstration of an exciting new approach to visualizing marketing insights used by Coca-Cola and other top global companies.
Consumer Lifestyle and Home Environment 2015Trend Bible
What’s driving change for householders in 2015 and beyond? Understand what motivates them, shapes their taste and how they want to spend their time and money.
How should this influence your decisions as a marketing professional or strategist? Do you know what your customer will be responding to over the next 12 months?
DAAT DAY : Digital Trend Spotting 2016 & Implication For BrandDAAT_TH
Digital trend spotting 2016 & Implication for brand from 3 publishers in Thailand
Grow Organic Social Conversation – Thumbsup
Short-Form Content rules Social – BrandBuffet
Conversion, The New Currency – MarketingOops!
Market Automation, Art & Science of Modern Marketing -Thumbsup
Empowering Consumer – BrandBuffet
My Mobile, My Everything – MarketingOops!
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
Natural is back—As anxious consumers reject an industrial system that appears increasingly toxic and damaging to health, they are turning toward natural products as a solution. Raised on digital culture, they no longer see nature and technology as mutually exclusive, and are combining the best aspects of both to build New Natural lifestyles.
La tecnología está revolucionando las campañas electorales con su capacidad de análisis y de procesamiento de grandes volúmenes de datos. Conozca cómo técnicas de moda como el big data, el microtargeting o el geomárketing han resultado decisivos en España y América Latina a través de casos de éxito reales.
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http://tinyurl.com/6yu7tla
(II) Taller «Construcción de una campaña digital para mi gobierno» dentro del Tercer Seminario Internacional de Marketing Gubernamental (#3SIMG). México, 1 al 3 de octubre
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PPT presentado en el Seminario de Estrategias en Campañas Electorales en la Graduate School of Political Management (GSPM) de la The George Washington University, Washington DC, 11 de marzo de 2019
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[Webinar] Google Consumer Surveys 2.0: Deeper Data through Innovation, Not Lo...InsightInnovation
Google Consumer Surveys has proven that a short survey can be quite powerful, but it is nonetheless true that some projects require deeper data. Driven first and foremost by technology, GCS is answering the call with innovation vs. survey length -- developing unique solutions to bring deeper, more meaningful data to our customers.
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Philip Kotler Presentation - NYAMA Marketing Hall of Fame InsightInnovation
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[Webinar] What Top Software Firms Have to Teach Market ResearchersInsightInnovation
Agile software development has revolutionized the software industry, and shapes the programs, websites and apps that you love. Discover how agile software development has inspired the principles of agile market research.
One of the most hyped topics in the worlds of marketing, technology, and consumer insights is Big Data. Join our panel of experts for a discussion that's going to clear the hype away. Gain a real perspective on the subject and a better understanding of what Big Data can deliver today.
Michael Wolfe, Bottom Line Analytics
David Johnson, Decooda
Greg Pharo, AT&T
David Weinberger, Customer Centric Strategy
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The business drivers and ROI of Big Data investment
Actual use cases, success stories, and who’s doing it today
The role of analytics in turning big data into insights
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Join our panel of key stakeholders from the client side, technology providers, and analytics gurus as they explore the do’s, don’ts, and future possibilities of Big Data in action.
Technology Frontiers: Text, Sentiment, and Sense by Seth Grimes of Alta Plana...InsightInnovation
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It’s Not Mobile Research, It’s Research In a Mobile World by Bob Yazbeck of G...InsightInnovation
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Review the top ten areas of convergence between mobile and market research
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Workshop: Using Games to Explore Human Behavior by Mark Earls of I'll Have Wh...InsightInnovation
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This workshop encourages delegates to explore their implicit assumptions about human behaviour but in a fresh and participative way (rather than as a seminar): using the power of play and group games to experience and explore what can otherwise be rather dry and theoretical concepts.
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This workshop is energetic, fun and participative!
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Whit.li believes that a key power of Social Media is just recently being unlocked – the power to determine the core personality traits of your consumers. In this presentation, we’ll show you how to go much deeper than demographics when examining your social audience, and how to use that power to accelerate the research process.
About Whit.li
Social data contains a goldmine of useful market insights that can provide a holistic view of the consumer. Whit.li’s ‘Brands App’ gathers massive ‘focus group” data specific to a Brand’s social following, making it simple and easy for Marketers to:
A. Segment an audience based on combinations of their real interests, lifestyle data and unique character traits, and
B. View actionable segmentation results instantly.
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How can I activate consumer relationships if I can’t see all of the touchpoints of brand exposure in a single place?” Fiona will speak about how tracking consumers’ experiences in real-time is now a viable technique that gives clients powerful, actionable insights for omni-channel media measurement, a longstanding challenge for researchers and clients. Advances in technology, and the willingness to challenge receive wisdom, mean researchers can now track emotional responses and evaluate touchpoints in real-world context. This is one where consumers experience multiple touchpoints, for multiple brands, both above and below the line, and where brand perceptions are built on these complex interactions. As a result brands can now evaluate previously hard-to-reach campaigns and questions, like experiential touchpoints, word-of-mouth, product launches, and path-to-purchase in store. Tracking experiences rather than spend has helped brands optimize their spend and strategy, and addresses both marketing and strategic questions.
About MESH Planning
MESH is the experience agency. We specialise in understanding people’s experiences – with brands, within categories, and across their behaviours. We believe that if you understand the experiences people have, you know why they behave as they do.
MESH provides clients with smarter and faster data into how consumers are responding to their brands, and therefore, how marketing spend and activity can be better deployed. We start by understanding the impact experiences have on people and how these drive behaviour and purchase. MESH uses a blend of approaches, including Real-time Experience Tracking (RET) and Customer Network Exploration.
Insight Innovation Challenge: Increasing Patient Compliance Through Implicit ...InsightInnovation
All companies seek innovative ways to produce, change, or maintain targeted consumer behavior. In the healthcare industry, patient compliance (a.k.a. patient adherence) is a critical target behavior that is underachieved in many cases. Using patient compliance as the targeted behavior, this presentation will point out that implicit emotions have a great impact on this (and all) behavior and introduce how two lesser known and used implicit emotional research techniques (quantitative implicit priming & misattribution from social & cognitive psychology and qualitative psychodrama and related action techniques from clinical psychology) can be integrated to reveal the implicit emotions (e.g., feeling trust, cared for, in control, confident, or unconfused) that drive patient compliance.
About Emotive Analytics
Founded in 2004, Emotive Analytics is a consumer research company that, through an associative network of highly experienced consumer research and emotional assessment experts, reveals the emotional dynamics of consumer behavior. Recent research in neuroscience and psychology shows that emotions drive behavior, including consumer behavior. Research also tells us that emotions are often “hidden” – they operate unconsciously or are consciously guarded. Because of this, special implicit techniques are needed to effectively assess the emotions that are driving targeted consumers’ behavior. Emotive Analytics specialize in these techniques so that clients can ultimately develop the most emotionally-engaging brands, products, services, and their marketing.
Insight Innovation Challenge: Increasing Patient Compliance Through Implicit ...
Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile
1. Mobile research: Moment of Truth
Evaluation of an electoral debate in Chile
ANTONIO J. GÓMEZ
TNS South Cone
Business Units Director
antonio.gomez@tns-gallup.com.ar
CARLOS OCHOA
Netquest
Marketing Manager
cochoa@netquest.com
9. Investigación de
Mercado y Social
TRUTH
Observación no
participante
Observación
participante
Muchos
Totalmente
Estructurado
Nada
Estructurado
Pocos
Focus Group
Grupos
Creativos
Censo
Entrevistas en
Profundidad
Encuesta
“tradicional”
Eye Track
Registros
poligráficos
Big Data/ Data
Mining
MRI
13. La percepción de los chilenos
sobre las candidatas para la
elección presidencial de Chile
de 2013 tras el Debate, y su
intención de voto
14. Requerimientos de la data collection
DISPONIBILIDAD
DE MUESTRA
• Fiable
• Confiable
• De calidad
uno TECNOLOGÍA
CERCANA AL
RESPONDIENTE
• Simple
• Cómoda de usar
• Adaptada a la
situación del
respondiente
dos
CONTROL DEL
“MOMENTO”
• La respuesta sólo
es válida si se
produce en el
“momento”
tres
15. ► Desde App
► Experiencia homogénea
► Acceso integrado a cámara
► Posición GPS
► Sin conexión permanente
► Invitación “push”
ENCUESTAS EN APP
► Intrusivas.
► Requieren permisos especiales.
► Baja aceptación en el usuario.
La elección tecnológica, clave
Dos soluciones de mobile data collection
► Desde navegador
► Cualquier dispositivo.
► Alta compatibilidad
► Poco intrusivo
► Sin permisos especiales.
► Posición GPS... Sí!
ENCUESTAS ADAPTADAS
► Sin acceso integrado a cámara.
► Sin invitaciones “push”.
► Conexión permanente.
16.
17. Diseño de recolección y resultados
PANEL + ENCUESTA ADAPTADA + SMS
Captación
D - 1
Encuesta
previa
D - 1
Encuesta
posterior
D
Respuestas “rápidas”
N=179
Respuestas “lentas”
N=247
TOTAL=426
Participan 1.110, verán el debate 716
(65%) y 681 (62%) desean participar.
461 (67%) tienen Smartphone y 320
(70%) aceptan usarlo en el estudio.
Invitamos por smartphone= 294
Invitamos por e-mail= 279
+
19. MENOR TASA
DE NS/NC EN MOBILE+Fuentes: Tribunal Calificador de Elecciones y Wikipedia
1- www.tricel.cl/informacioncausas/Tramitacin%20de%20Causas/170-2013%2001.-
%20SENTENCIA%20PRESIDENTE%20DE%20LA%20REPUBLICA.pdf
2- http://es.wikipedia.org/wiki/Anexo:Encuestas_de_la_elecci%C3%B3n_presidencial_de_Chile_de_2013
Encuesta
previa
27
Encuestas pre
electorales
publicadas2
43
Diferencia real1
23
DIFERENCIA EN MOBILE
21
MEJOR VALIDEZ
DEL RESULTADO
MEJOR CALIDAD
DE RESPUESTA
21. Mobile research: Moment of Truth
Evaluation of an electoral debate in Chile
ANTONIO J. GÓMEZ
TNS South Cone
Business Units Director
antonio.gomez@tns-gallup.com.ar
CARLOS OCHOA
Netquest
Marketing Manager
cochoa@netquest.com