NEWS Spring 2016 Our next Marketing Seminar will take place on Thursday May 5th 2016 and we hope to see you there to find out more about our innovative approaches to marketing research issues. We plan to have an interesting range of papers given by senior members of Global on the subject of Innovation in Marketing Research. Further details appear on our website: www.agmr.com For more information contact: [email protected]or Krisztina Toth ([email protected]) WORLD WIDE COVERAGE BY INDEPENDENT PARTNERS Welcome to our Spring Newsletter. Global is an active network of great companies, and we hope this update will give you an insight into some of our activities. Budapest is a fascinating city to visit, so we hope to meet you there in May 1 Global Link is 26! Our Greek partner, Global Link held a well-attended party in Athens in February to celebrate 26 years of marketing research. Our first photo shows, Costas Sigalos, owner of Global Link, Marianna Politopoulou, CEO of NN and Professor Costas Fotakis, Alternate Minister of Research and Innovation. GLOBAL TOURISM INTENTION MONITOR If you are interested in international tourism, read on …. Our second photo shows Ivor Stocker, Chairman of Global Market Research welcoming guests to the event. In 2014 and 2015 Global Market Research conducted a worldwide study into Tourism Intentions. These studies provide a wealth of fascinating data, and should you wish to find out more, please contact your Global partner, or contact us at: [email protected]Summary information is available on our website at www.agmr.com
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NEWSSpring 2016
Our next Marketing Seminar willtake place on Thursday May 5th2016 and we hope to see you there to find out more about our innovative approaches to marketingresearch issues. We plan to have aninteresting range of papers given bysenior members of Global on thesubject of Innovation in MarketingResearch.
Further details appear on our website:www.agmr.com
Welcome to our Spring Newsletter.Global is an active network of great companies, and we hope thisupdate will give you an insight into some of our activities.
Budapest is a fascinating cityto visit, so we hope to meetyou there in May
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Global Link is 26!
Our Greek partner, Global Linkheld a well-attended party inAthens in February to celebrate 26 years of marketing research.
Our first photo shows, Costas Sigalos, owner of Global Link, Marianna Politopoulou, CEO of NN and Professor Costas Fotakis, Alternate Minister of Research andInnovation.
GLOBAL TOURISM INTENTION MONITOR
If you are interested in international tourism,
read on ….
Our second photo shows Ivor Stocker, Chairman of GlobalMarket Research welcomingguests to the event.
In 2014 and 2015 Global Market Research conducted a worldwidestudy into Tourism Intentions.These studies provide a wealth of fascinating data, and should youwish to find out more, please contact your Global partner, or contact us at:
PRODUCT FOCUSAcross our network we have a numberof specialities, and it is our intention tofocus on a few of these each time weproduce a newsletter. This month, weare featuring products from the UKand Turkey:
ESA Retail launches a new solution to simple audit andmystery shopping jobsYoureyes is the latest addition tothe suite of in store data collectionservices offered in the UK by ESARetail – part of the BDRC Group.Designed to provide an audit solutionfor fast, non-complex in store or onstreet intelligence, youreyes providesdata collection from a ‘consumer’ per-spective rather than ‘trained specialist’ auditors.
Using the established ESA Mobile platform, the ‘eyes’ are notified of taskson their smartphone as they becomeavailable and conduct the assignmentas soon as they can (typically whilethey are out and about). Data/imagesare immediately entered in store viathe app and transmitted to the ESAdata quality team for verificationbefore being made instantly availableon the youreyes results portal.The service allows ESA to have a pres-ence in the developing ‘crowdsource’data collection space and provides anopportunity to compete for moresimple auditing and mystery shoppingjobs. It puts us in a strong position totake a greater share of the existingmarket for simple jobs and to develop a new market amongst thoseclients who previously dismissed such audits (and mystery shops) on thegrounds of cost.
Market research can be counted asone of the crucial inputs for creatingsuccessful business strategy that willhelp businesses to be more effectivein communicating and reaching theirtarget audiences. Market research allows businesses to get precise insights about attitudes and behav-iours of their potential customers, tounderstand opinions and motivationsof customers and the target audienceand to understand what is driving decisions when they purchase anyproduct or service. Regardless of thebusiness type it is always important toknow the target audience well inorder to be able to retain and growmarket share.
It is an undeniable fact that technol-ogy has an irreplaceable place in allkinds of industries and in the ordinarylives of people. It is mandatory to beable to follow technological innova-tions for businesses to be closer totheir existing customers and to theirpotential customers. As in other industries, in the market research in-dustry too, it is crucial to be up to datein technological innovations for morecreative solutions for future success.As emotions are mediators of process-ing and comprehension, it has alwaysbeen a challenge for market re-searchers to find the best suitablemethodology for understanding emotions. There was a rationalnotion that the decision makingprocess of human beings was a con-scious process however this notion re-cently shifted to a totally differentviewpoint.
What on Earth are people thinking? We’ll let you know.
NeuroMarketing - the innovation inmarket research and in marketingthat declares that the decision makingprocess is not a conscious process as it was assumed for many years; ratherit is an emotional process whereby the brain uses shortcuts to expeditethe decision making process. Neuro-Marketing is seen as a recent innova-tive trend in the market researchindustry that helps researchers to understand and evaluate participants’reactions and behaviours in the scopeof neuroscience by “entering theirminds”. With the help of developedtechnology it is now easy to under-stand why consumers/participants actin a certain way, how long does it takethem to decide to do so and manyother issues.
Eye tracking is one of the pioneertechniques of NeuroMarketing. It ismostly used for visual researches, forpackaging tests, customer experiencetests, shelf tests and in advertisingtests. Using sensor technology, Eyetracking allows researchers to collectdata by monitoring the gaze of theparticipants and get the detailed results of how long and in which rowthey look at target, what mostly attracts them and many other issues. However, it is not always consideredinnovative as further innovative tech-nologies appeared in the industry.
NEWS
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What on Earth are people thinking? We’ll let you know.
RESEARCH
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Facial Coding, EEG, Biometric andImplicit Test are more recent innova-tive techniques that steer the fortuneof the market research industry.These techniques of NeuroMarketingallow researchers to understand andexamine the effects of emotionalreactions on the decision processeven without asking a question.
Social Media Monitoring and Business Intelligence that are used efficiently to monitor what is said on the internet about an issue, aproduct or a service are newcomers to the research world. Social MediaMonitoring may appear in differentnames to the researchers; such as Social Listening, Online Analytics,Buzz Analysis, Social Media Measure-ment, Social Media Intelligence etc.Social Media Monitoring coverseverything publicly shared on the social platforms such as twitter, Facebook, Instagram, YouTube, andforum websites and so on. In order to reach the results of social mediamonitoring, a number of complexmonitoring tools are used.
Web crawling sites search the socialmedia information and index themin real time or on a scheduled time. With the help of this technology any mentions of keywords andphrases can be searched through the
monitoring tool and the results can be obtained through the tool’s interface.
In order to analyze the data comingfrom the internet, categorization andinterpretation by the monitoring toolis needed. Monitoring or Social Business Intelligence tools presentbusinesses the results in terms of“who” said “what” about particularproducts or services; how the advertising message is perceived;how many people talk about theproduct and service within a particu-lar time interval; who are the mostvaluable professionals (MVPs) talkingabout product and services; andwhether or not your customers aresatisfied. To sum up, Social Media Intelligence has been taking theplace of ordinary qualitative andquantitative research methods grad-ually in this fastest growing onlineenvironment.
In today’s age of technology, smart-phones have a significant impact on
people’s lives. People buyproducts and services,compare their prices, andshare everything theybuy through the smart-phones. Therefore thepassive data collectedfrom those high technology devices reveals information
about mobile consumer behaviour. Passive data collectiontechniques require a mobile applica-tion that runs with the consent ofconsumers, then the application collects information from smart-phones by measuring data usage, thenumber of running applications, battery life, location, operation system and so on. Thus, by integrating
Another important term in the mod-ern research technique repertoire isBig Data. Big Data is a term used for larger and complex data sets
obtained from anykind of online platform and storedin cloud systemsand servers. Ratherthan gigabytes, big data can be
expressed in petabytes and exabyteswhich are almost impossible to analyze through traditional data processing applications. In order topick up and obtain meaningful datafrom the big data, advanced datamining tools are run by various technology and research companies.Through big data management andanalysis, manufacturers, retailers,healthcare services, media compa-nies, banks, R&D companies etc canobtain any kind of insight about theconsumers of their products andservices.
In short, following innovations intechnology is essential for success in the market research industry.Only by following innovations canresearch companies serve theirclients in the fastest and accurateway.
available consumer informationthrough other data collection methods, businesses can acquire information such as what applica-tions are running in the consumers’smartphones, where they are whileshopping or having dinner.
NEWS
Founded in 1986, Global is an international partnership of accreditedindependent national market researchcompanies. Global Market Research hasthe industry experience and local
resource to help clients understand and develop their marketing, providingadded-value market research and consultancy services throughout theworld. Global partners all work to agreed and tested international standardsfor qualitative and quantitative research.
For further information, please contact your local partner [email protected]
NEWS
What on Earth are people thinking? We’ll let you know.
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Global at EsomarThank you to everyone who came andvisited our stand at ESOMAR. ManyGlobal members attended the Congress, and holding our AGM andGeneral Meeting in Dublin gave us a great opportunity to catch up withnews and developments. We also enjoyed meeting friends old and new,and if you were lucky enough to winone of our bottles of champagne, wehope that you enjoyed it!
We shall look forward to seeingyou in New Orleans this year!
Global is delighted to announcethat we have four new members,all of whom will bring a variety ofstrengths to our group:
