Answer crucial market research questions
Market Research: From Data to Insights in COVID-19 Times
How can you translate data into useful insights to gain a better understanding of the market, in general, and the customer, in specific?
Roselinde Kessels of Maastricht University answers this question using two examples related to the COVID-19 pandemic. She outlines a study on the uptake of a digital contact tracing app in the Netherlands and one on vaccine prioritization in Belgium, showing how to identify customers and their preference patterns, and how to appeal to them with an optimally designed product or service.
Watch to learn more about:
- Different types of discrete choice experiments and their objectives.
- Identifying customer segments.
- How to find what drives a customer toward a product or service.
- Methods for understanding what appeals to a customer.
- Simpson’s paradox and why you should take it into account.
Understanding consumers with experts from Avon, Maastricht University and SAS
From introducing new products or services to positioning, branding, advertising, segmentation and promotion, the organizations that take a data-driven approach to consumer and market research are in the best position to meet – or even shape – their customers’ needs.
This panel features three people with very different perspectives in consumer and market research. The conversation covers the mounting pressure for organizations to experiment, good – and bad – survey design, sentiment analysis, analyzing textual data (like customer feedback and employee satisfaction surveys), and the basics of structural equations models for studying latent variables (like attitudes or intention to purchase).
You’ll hear from:
- Roselinde Kessels, Maastricht University
- Elizabeth Knapp, Avon Products
- Laura Castro-Schilo, SAS