The emergence of new data streams, combined with continually increasing horsepower to analyze those streams, possesses the potential to paint a more vivid picture of consumers and improve our ability to predict success or failure for products, services, ad campaigns and more. But only if we understand how those data streams are obtained, analyzed and integrated with existing data. Experts will offer their advice on these topics and field your questions, including those involving data confidentiality and privacy.
- Ideal for team training – If you are interested in multiple registrations at a discounted rate, please contact us.
- There will be time on each webinar for live audience questions.
- All registrants will receive a link to the session recording.
Video & Voice – Tuesday, March 24, 2-3 p.m. ET
Improvements in natural language processing and machine learning have enabled smoother handling of multimedia data at scale. Video and voice data capture is being employed with greater breadth in qualitative, quantitative, customer experience and social listening programs. Not only is it a rich raw data source, snippets can be shared in presentations to clients and corporate stakeholders for greater impact. We’ll go beyond the surface sights and sounds to delve into untapped opportunities and address key challenges with video survey responses/ethnography and get a better understanding of the opportunities for market researchers to engage with consumers via the burgeoning use of virtual assistants, connected cars and voice-enabled IoT.
Experiential Research – Thursday, March 26, 2-3 p.m. ET
Substantial investments are at stake for brands that sponsor concerts and sporting events, exhibit at world-leading trade shows, as well as regional fairs and festivals. How can the customer experience and brand ROI best be assessed? When does it make sense to deploy technologies like facial recognition and beacons? How can modeling and the addition of metadata optimize more traditional data capture like intercept surveys?
Clickstream – Friday, April 3, 2-3 p.m.
Our footprints, digital and actual, take many paths. We’ll take a look at the latest technologies and techniques being used to track, combine, and analyze online and offline data across disparate channels. How are market trends impacting the quantity, quality and source of data? How are data privacy concerns being addressed? This session will provide market researchers with a current view of the landscape, provide guidance to better analyze and integrate this data, and address common questions/confusion/misconceptions of the process. We’ll also ponder how things may change following Google’s planned third-party cookie ban.
Point-of-Sale (POS) Data – Friday, April 10, 2-3 p.m. ET
Providing units on hand, units sold, period and regional comparisons and more, point-of-sale (POS) data can be a robust source for insights concerning market size, share, and trends over time. Think of POS data as a census of all items and brands bought in particular time periods, regions, and categories (e.g., men’s running shoes). Capturing spending habits, payment methods, home delivery, online/offline trends and then layering in such data as regional population growth and weather patterns can bolster predictive power even further. Machine learning techniques have become more sophisticated and fine-tuned models enable for quicker and more telling comparisons of critical information. We’ll dive into the advancements and trends in this area, shed light on potential pitfalls, and share advice on data sets and analytic methods that can be used in conjunction with POS data to help render the answers you seek.
Presented by: John Bremer, EVP of Research Science, The NPD Group
Wearables – Tuesday, April 21, 2-3 p.m. ET
Counting steps was just the beginning. From fitness bands to clothing – worn during exercise, all day and in industrial settings – technology continues to advance to track sleep patterns, caloric intake, peak level and resting BP, post-exercise recovery, insulin levels and more. We typically think of this data in a closed circuit between device and consumer, but it takes on an entirely different context when shared with marketers, retailers, health care providers, and insurance companies. How do consumers feel about sharing this data? How are brands approaching the ask, gaining consent and maintaining trust? What data is being used? How is this data being applied with other datasets to gain insights? What does the future hold?
Presented by: Jade Cusick, Global Chief Client Officer, Kantar Health
Contemporary Purchase Panels – Friday, April 24, 2-3 p.m. ET
Consumer packaged goods companies and others have relied on purchase panels for decades to understand, for lack of a better phrase, “who buys what and how much.” Technology advances and the availability of new(ish) data (e.g., purchase history via loyalty cards, online and offline footprints, media consumption data) have changed the game, providing brands with the ability to make quicker, more personal and relevant connections with buyers. We’ll take a look at how these evolving technologies are changing advertising, marketing activation and measurement.