Last week I attended the Insights Valley Europe Conference (Amsterdam – NL). During this 2-day Corporate Researchers Summit, great cases were shared from various brands, ranging from Unilever, Heinz, ING and UniCredit, to AirFrance KLM, BBC and the Dutch Railways (NS). From all the case presentations, brainstorms and discussions, it shows that 3 main trends currently dominate our industry: Big data, Mobile and Communities.
In today’s fast changing business environment, organizations need to get to the right information faster. At the same time, they are sitting on a big pile of data. The challenge of today’s organizations is how to make sense out of this ‘big data’, turn it into insights, and act upon them. It’s often not about having new data, but using the data you already have in the right context by combining different sources. Read more about this new term ‘big data’ in a recent post of Annelies Verhaeghe on social media netnography.
One important source of this big amount of data is mobile. Presentations from a.o. Gruner + Jahr and InMobi showed how mobile is currently part of consumers’ lives, and why this technology is essential for us as researchers to reach contextual insights. And it’s only becoming more important in the future. According to Raphaelle Tripet from InMobi, the future of mobile is about unlimited bandwidth, unlimited processing power and unlimited storage. More facts & figures on mobile marketing are found in a recent Mobile study by InSites.
One way to use mobile in research is through online communities. Presentations from o.a. Discovery Channel, BBC Global News and Heinz showcased how communities bring valuable insights into the organizations. Our story fitted this context perfectly. Together with Joella Marsman from Heinz, we presented our ongoing foodcommunity, titled: “Examining how MROCs have helped Heinz bring the consumer to life within the company”.
Have a look at the presentation below or contact me, if you want to know more.