A summary post of Dalia’s presentations at Research and Results 2019 on new methodologies for market research, such as MRP and a monolithic-to-modular research design approach. This post also includes presentation highlights from professionals in the research industry that address respondent quality, respondent experience, and the impact of technologies such as AI and big data for global market research.
Technology is enabling brands researchers to learn from consumers through increasingly intuitive and respondent-centric approaches. At the same time, maintaining research quality is an on-going discussion amongst leading researchers who balance rapid technology adoption and research rigour.
This year’s Research & Results 2019 had 112 workshops in English and German, 186 exhibitors, and over 3400 attendees who came together to exchange latest market research solutions, best practices and consumer trends. Conference exhibitors and industry leaders presented on artificial intelligence, big data and analytics, agile research, implicit approaches, respondent experience, brand management, and other innovations that are pushing the market research industry forward.
Niklas Anzinger, Dalia’s Strategic Insights Lead, and Christoph Dölitzsch, Dalia’s Insights Innovation Lead, presented at the conference on implementing cutting edge statistical methods and bold research design for a mobile-first audience that increases reach, frequency, and effectiveness for brand tracking.
Brand Tracking 2.0 – The Future of Measuring Brand Perception
In the conference Innovation Area, Niklas Anzinger shared Dalia’s use of an advanced statistical method, multilevel regression and poststratification (MRP), to do high-precision tracking for specific audiences.
Niklas illustrated how a typical campaign by a consumer brand might discover that a campaign may not have resonated with a target audience, despite the number of Youtube views and cited articles.
By employing MRP, widely used in political forecasting, Dalia’s data science and research teams developed a superior consumer research method that was self-learning to increase accuracy with each successive tracking wave. Niklas gave an example of three characteristics researchers may want:
- tech savy
- who are soccer fans
Traditional quota sampling would require finding 1000 individuals who fit all three requirements to achieve statistical accuracy, while MRP weighs the answers from respondents based on the degree to which they match the requirements. This allows brands to make full use of the sample size that they are engaging and finish research in a matter of days.
You can learn more about how MRP can be employed in simple logistic regressions as well as more complex Bayesian methods using machine learning in PyCon & PyData Berlin 2019 talk by our Senior Data Scientist, Korbinian.
Designing Research for Mobile – Monolithic to Modular
Christoph Dölitzsch held a workshop to share how improving research design can save brand trackers that become too costly to run at regular intervals. Christoph shared a case study where Dalia worked with a global mattress company to adapt their existing survey for the EU market using a mobile-first approach.
Christoph emphasized that a mobile-first approach, not smartphone-only design, was a commitment to making surveys accessible across devices, thereby increasing the reach of online surveys. A mobile-first approach engages more global users, who may have smartphones but not desktop PCs (while the reverse is rarely the case).
Using the “monolithic to modular” approach, Dalia works with clients to identify the core KPIs — the slides that decision makers looks at — and reduce a 60-question survey into a focused mobile-friendly 20-question survey with an 80% conversion rate.
Market Research Ideas Marketplace: Battling Fraud, Measuring Confidence, and Cross-Country Analysis
During the two-day conference, the Dalia team also attended numerous workshops and presentations by research professionals.
Oscar Carlsson, CIO at Cint, discussed battling the rising issue of systemic fraud, seen in methods such as ghost completes. Torben Laustsen, CEO of Office Reports, introduced report automation by extracing raw Excel data into PowerPoint for reports.
GIM shared results from an internal motivational research study covering Switzerland, France, Germany, and China. Clement Catinchi and Selen Destailleur, Co-directors of GIM France, showed how the 4-month study revealed not only differing eating habits (such as 7 meals a day in China), but nuanced motivations for eating.
Anna Szydlo and Dawid Adamczyk Neurohm shared findings from research that not only measured respondents’ answers to association questions for brands, but also the confidence respondents had in their answers.
What to expect for next year’s event
Throughout the two-day conference, Dalia conducted a live global poll on to show visitors how our platform worked.
As a number of global brands are investigating new ways of tracking sustainability, Dalia Research launched a live global poll for the two-day conference. Visitors to the Dalia booth could see poll responses in real-time and navigate Dalia’s Sustainability dashboard filters to see how respondents in Brazil, China, the US, and Germany made purchasing decisions based on sustainability issues and brand associations.
Conferences are one of the ways Dalia is able to share our technology solutions with stakeholders and meet industry peers to discuss opportunities to improve the quality of market research.
If you would like to do a multi-country survey, please get in touch with firstname.lastname@example.org