NEWS13 March 2019
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
NEWS13 March 2019
AI Data analytics Healthcare Impact 2019 Innovations Media Mobile News Technology Trends UK
UK - Sophisticated methodologies are enabling researchers to distinguish between "people saying what they do" and "what they actually do", according to Jeremy Hollow, founder and managing director of Listen + Learn Research.
Hollow was leading an Impact 2019 panel session looking into how new forms of research can allow marketers to establish when interest is real, feigned or exaggerated.
Skim research manager Judith Suttrup and senior researcher Samantha Bond discussed how their work for client Johnson & Johnson saw them employ the services of German firm audeering, which specialises in detecting emotions in subconscious reactions.
"We hypothesised that maybe it was the case that doing quantitative we were relying too much on what people were telling us," said Bond.
Along with client Johnson & Johnson, Skim sought to explore the area of stress management around a smart wearable called Smart Health Band.
A mobile survey was conducted among consumers who had been introduced to the concept. The traditional quantitative aspect of the research found that 87% of consumers said they were interested in purchasing the product. But Audeering’s technology allowed Skim to analyse "50 emotions and emotional states, one being interest".
The results showed that 75% of respondents had an interest based on their voice, while the methodology also showed a positive emotional response when consumers talked about the product as a solution.
Elsewhere during the session, Chris Bisset, head of category at Rentokil Initial, and Andy Myers, director at Walnut Unlimited, talked about the emotional impact of smell and how galvanic skin response tech allowed them to measure how pleasant scents could alleviate negative perceptions of an unpleasant environment.
Finally, Olly Robinson, research director at Basis, and Ali Rennie, research lead, search at Google, talked about research into how important loading speeds are for mobile web, how slower speeds lead to frustration, which is bad for business.
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
OpenAI builds tool to pinpoint text written by AI https://t.co/4gg5R8rj8j #mrx #marketresearch
New research director at CMR https://t.co/YkHxyZqUbl #mrx #marketresearch
Research Defender makes promotions https://t.co/Dn9dEmHm5o #mrx #marketresearch
The world's leading job site for research and insight
University College London
Research Fellow (Surveys)
£38308–46155
Spalding Goobey Associates
Associate Director – Quantitative Research – High Quality Insight Consultancy
£50 – 60,000 + Bens
Resources Group
Research Manager – Consumer Tech-based Consumer Insights
£30,000–£38,000
Featured company
Town/Country: London
Tel: +44 (0)20 7490 7888
Kudos Research are leading providers of premium quality UK and International Telephone Data-Collection. Specialising in hard to reach B2B and Consumer audiences, we achieve excellent response rates and provide robust, actionable, verbatim-rich data. Methodologies include CATI, . . .
Related Articles
Todays #CX #UX #MR conference opens with Sophie Dennis from @UKHSA and @Krupa_ITS from Insights that Shine on bridg… https://t.co/l447SAk7lr
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
0 Comments