Impact is the (new) name of the game

Impact is the (new) name of the game

Turning insights into action. Although information has never been this accessible and data this abundant, brands and insight professionals are on a continuous quest for deep consumer insights. Yet the true challenge lies in activating these insights as CMI managers feel that only 45% of their research spending actually leads to business impact. Why is …

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360 Degree Innovation with Reckitt Benckiser

360 Degree Innovation with Reckitt Benckiser

Coming up with new, disruptive ideas is hard to do. And when finally finding those ideas, how will you be sure that they are relevant for the consumer? This was the challenge that Cillit Bang (Reckitt Benckiser) was facing. Traditional ideation didn’t lead to new, surprising ideas, which is why they were looking for a …

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From hype to reality

From hype to reality

Artificial Intelligence in Market Research. To whatever conference we may go, industry magazine we may read, business podcast we may listen to: the message is the same everywhere. Artificial Intelligence (AI) is the next big thing. Artificial intelligence will disrupt every industry! But is this actually the case for the market research industry? Is AI …

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Back to school with our Insight Academy

Mocule 4 Insight Academy - Using insights

PART 4 – MAKING IT ALL COUNT This is the final part in a four-part series of mini-blogs around our new Insight Academy. Today we wrap things up by introducing Module 4 – Using Insights. And to keep our schooling metaphor going, let’s talk about one of the most important themes in education (at least at Tertiary …

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Market Research (the day after) Tomorrow

Market Research trends for Today, Tomorrow & the Day after Tomorrow - Part 2

In our previous blogpost, we zoomed in on the key focus points of client-side researchers today. It is clear that today’s business reality fuels the quest for more agile, automated research solutions that drive actionability. Yet which trends are on the radar of corporate researchers and insights managers, what are their plans for the (near) …

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Market Research Today Tomorrow and the Day after Tomorrow

Market Research Today, Tomorrow and the Day after Tomorrow

Market Research in Germany: A picture of the future of the German research industry based on a study among German corporate researchers. Presented by Tom De Ruyck at the Planung & Analyse Insights 2017 event in Frankfurt (DE) and at our German Market Research trends Smartees webinar.

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Ready for the digital revolution? 3 tips from the WebTomorrow event

Today, we’re at the beginning of a digital revolution. And just as the industrial revolution did, it will have a huge impact on our society and lives. Is this a bad thing? If we asked our speakers, they would strongly disagree. “It’s a one-time opportunity to create history!” Here are my key learnings from the …

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Predicting consumer behavior in online communities via Artificial Intelligence

Market research & online communities: a match made in heaven

Co-written with Steven Debaere, Data Scientist at InSites Consulting and PhD Candidate at IÉSEG School of Management. If you were active in the market research industry in the past ten years, you probably experienced the important evolutions of Market Research Online Communities (MROCs) or as we like to call them Consumer Consulting Boards. By going online, we could …

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AI Chatbot puts consumer insights in your pocket

AI chatbot

Amazon, Facebook and Apple already know it: Artificial Intelligence (AI) is here to stay and it will have a huge impact on our lives. Will it also impact the market research industry? Of course! And instead of fearing the inevitable, we had better talk about all the opportunities. We already see examples popping up were …

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Artificial Intelligence in market research

Artificial Intelligence in market research

As firms recognize a Market Research Online Community or a Consumer Consulting Board as a valuable resource for integrating external consumer knowledge into research processes, they increasingly ignore temporal interaction borders and aim for long-term collaborations. However, in the pursuit of a structural, ongoing community, moderators face enormous challenges, especially due to members’ unconstructive behavior. Member disengagement, …

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