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Session Summaries – SAMRA Annual Conference 2019


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Session summaries are listed in alphabetical order by (first) speaker surname

Researching young people: What you need to know, Antoinette Basson, Bureau of Market Research The main objective of this session will be to equip researchers with information about youth research. In recent years, there has been a considerable increase in research activities, directly involving young people (under the age of 18 years).  Along with young people’s increased participation in research activities, attention is drawn to methodological challenges and ethical considerations.  Young people are inherently vulnerable and consequently typical research approaches cannot be applied without additional considerations and safeguards.  Researchers needs guidance to produce high quality, ethical research involving young people.  This session will focus on understanding young minds, transforming traditional research methodologies and critical ethical considerations.

Harnessing technology to facilitate truly agile product development, Natalie Benschop, MMR Research The world is changing, getting ever faster.  Increasing competitive pressure from retailers and smaller, more disruptive competitors is squeezing development timescales in many of the FMCG giants, and we are all looking for solutions to speed up and enhance the development process. Whilst market research is increasingly harnessing technology to challenge existing convention, product development still tends to involve large-scale quantitative surveys with consumers providing product feedback via fixed format questionnaires, with findings typically reported days (or weeks) after fieldwork completion.  Furthermore, the application of innovative technologies often limits the use of validated research methods. However, research that is effective in combining technology and traditional techniques offers a potential solution to this challenge, enabling improved data analysis and interpretation, as well as clearer understanding of consumer reactions. In this presentation, I will showcase a reasonably easy to integrate technological enhancement that can be leveraged to allow for real-time results-tracking and qualitative feedback alongside traditional quantitative research techniques, thereby delivering more targeted and specific product optimisation guidance and bringing the consumer to life for R&D teams. In support of the presentation, some of the more common challenges associated with conducting real-time consumer research will be addressed, and I will draw on examples from a wide range of consumer research studies to offer guidelines for success in delivering agile and actionable consumer insight within the confines of tried-and-tested approaches.

Breaking New Ground: The effect of employee presenteeism in the South African workplace, Ricardo Braz, Ask Afrika and Elaine Wright, Momentum Corporate As a researcher, few feelings top the feeling of a successful collaboration with a client. Momentum Corporate partnered with Ask Afrika to understand what reduces employee productivity in the workplace and what employers can do to improve their employee productivity. Absenteeism is relatively easy to quantify, but no research had been conducted in South Africa quantifying the productivity losses of employee presenteeism and what effect the employee’s work environment, physical, mental, emotional health and financial stress have on their productivity in the workplace as it relates to presenteeism. The partnership wanted to understand the ratio between absenteeism (the bit employers know) and presenteeism (the bit that has not been quantified in SA) so as to provide an accurate indication of what the actual productivity impact might be. The session will cover the lifecycle of this exciting project, including methodological learnings, areas for improvement, the next steps, and most importantly – the insightful outcomes from the project.

See like an artist – Re-framing and seeing strategies used by fine artists, writers and musicians for creative flow, Jani de Kock, First Person and Sonja Klopper, Fine Artist Corita Kent carried a 2 by 2 square inch cardboard cut-out because she said it allows you to look at the world undistracted by content. Nic Cave reads 30 minutes of poetry before he starts writing because he says it opens up the imagination, making the mind more receptive to metaphor and abstraction and serves as a bridge from the reasoned mind to a stranger state of alertness. What is alchemy? It is taking whatever you have in your hands and making something precious out of it. This session will be a tapestry of examples of tricks, hacks, shortcuts, tools, habits and mindsets that artists have employed over centuries to trick their brains into making new connections and seeing potential where there is none.

Strategy in square pants. When a business asks kids what to do and it works, Giuliana Dias, VIACOM and Jani de Kock, First Person Every research intervention is on some level a brand intervention. Nickelodeon was the first ever made-for-children TV channel. When Nick does research it does it the Nick way.  This paper is a case study of qualitative research conducted with children aged 6 – 14 years for the Nickelodeon stable. It will demonstrate that children have a unique perspective on the world and that when brands trust their interpretive resources, and are open to recalibrate along the way, research conversations with them can be a very meaningful and worthwhile exercise.

Leadership insights from people data within a multinational telecommunications corporation, Cobi Hayes, JvR Psychometrics This study will aim at addressing the value that psychometric data can add in understanding human behaviour. It further shows the role that psychometric data can play in the selection and development of leaders within organisational contexts. Businesses are increasingly becoming aware of the insights that they can obtain from psychometric test data. In a recent survey, Deloitte (2018) found that 85% of respondents globally, indicated that people data are important for organisations, but only 42% indicated that they are ready to capitalise on this type of data. The technology, media, and telecommunications industry rated people data even higher (89.9%). Psychometric assessment data can be used to make predictions about job performance, ensure better fit of employees in organisations, which leads to lower staff turnovers and less expenditure on the retraining of employees, as well as providing profiles for successful employees that can be used as future benchmarks. Three separate studies were conducted between 2014 – 2018 in order to identify management and leadership profiles within a multinational telecommunications company. In the first study, qualitative ratings of managers of their employees were coded to highlight behaviours that are representative of effective and ineffective management. In the second study, a leadership selection battery consisting of assessments that tap into personality and emotional intelligence was validated. The third study provides insights into the impact that different psychometric profiles of high-level managers has on business outcomes, including revenue. REFERENCE Deloitte Insights (2018). The rise of the social enterprise – 2018 Deloitte Global Human Capital Trends. Retrieved from https://www2.deloitte.com/content/dam/insights/us/articles/HCTrends2018/2018-HCtrends_Rise-of-the-social-enterprise.pdf

The Social Progress Index: From index to action to impact, Shaneel Bachoo and Sally-Anne Jansen, IQBusiness The session will introduce the Social Progress Index (SPI), which is a composite measure derived and published by Social Progress Imperative, a non-profit organisation. The Social Progress Imperative is born out of Harvard and Professor Michael Porter. For the first time, a sub-national index is being developed on the African continent, in South Africa. The SPI measures the extent to which countries provide for the social and environmental needs of their citizens. The index is unique in that it does not contain any hard economic indicators as inputs and the indicators are outcomes-focused. At the heart of the index is the premise that economic development is important, but strong economies alone do not guarantee strong societies. If people lack the most basic human necessities, the building blocks to improve their quality of life, a healthy environment and the opportunity to reach their full potential, a society is failing regardless what the economic numbers say. Whilst the global classification of countries based on social progress is insightful and indispensable, it is often the case that a sub-nation classification is needed in order to assist the relevant authorities in terms of regional strengths, weaknesses and priorities. IQbusiness, in partnership with Social Progress Imperative, are currently compiling a sub-national (Provincial) SPI for South Africa, the first of its kind on the continent. During the session the presenters will:

  • Introduce the index and how it works
  • Outline where South Africa stands in the global ranking and what the national priorities should be
  • Introduce the first sub-national (Provincial) SPI to be conducted on African soil
  • Discuss how data and research can be taken from index to action to impact.

Let’s (Not) Talk About Sex!, Ricardo Lopes, GeoPoll, Carmel Marock, Singizi Consulting and Candice Harrison-Train, CHT Consulting The value of mobile research has been debated for years. Although many of the debates have revolved around POPI regulations, price and quality of data, one unanimous conclusion has been that there is a place for mobile research in the arsenal of any established researcher in the modern decade. Mobile as a research methodology has been moulded into a tool that allows researchers to collect data quickly and efficiently. When leveraged correctly, mobile methods such as SMS and mobile web can reach wide audiences and gather representative data and have notable benefits over in-person research in certain situations †such as when collecting sensitive and personal information. In the past it has been extremely difficult to collect information around sexual activity and orientation using traditional methodologies, but the privacy and security of mobile allows respondents to answer questions anonymously and in the privacy of their own homes, making it an excellent method for conducting research on sexual activity and other sensitive topics. In this case study, GeoPoll and Anova Healthcare will showcase one such example where a sample of 252 males were requested to complete 27 questions related to their sexual activity and sexual orientation. The target audience can be described as “Men who have Sex with Men” in KZN, Gauteng, Mpumalanga and Western Cape of various sexual orientations. The purpose of the study was to evaluate the awareness, effectiveness and clarity of the message that the “We the Brave” campaign, which encouraged HIV/AIDS testing for men, intended to portray. With this project, we were able to not only measure the awareness levels of this target audience to the campaign, but also have a conversation with men about sex with other men in a way that has never been documented before in South Africa. Let’s (not) talk about sex!

Ethics and reputation in Africa, Chanell Kemp, Reputation Matters As Africa advances economically, cross-border research become more common. Companies and brands are also looking to tap into cross-border customer segments and stakeholders to strengthen their brands. In order to do this, it is important to understand Africans’ perception of where the responsibility for ethics and reputation lie on an individual, organisational, and country level in order to build stakeholder relations effectively. In keeping with the 2016 King IV Report, which speaks directly to the importance of stakeholder relationships, it is especially vital to maintain best practices within stakeholder relations to help build a positive reputation. Research plays a pivotal role in determining what these best practices means on three levels. Africans have a perception about ethics on an individual, organisational and country level, and whether true or not, it is the reality they will act on. It is important to understand Africans, because their attitudes and actions can have positive or negative consequences on the continent and the narrative of its story telling. This research provides context for engaging Africa’s people. Some points that will be covered includes:

  • Past research: The questionnaire was based on a similar study that took place in 2018.
  • The research methodology: The online survey was disseminated in English and French via email, newsletter, social media, and instant messaging. The response rate was considerably higher than in 2018 due to the different communication channels used.
  • Results: The survey is currently still open, but we are already seeing interesting trends in the answers. Results will be presented on an individual, corporate, and government level.
  • Challenges that were encountered, which includes garnering greater response rates from countries outside South Africa.

We are here, we’re Queer’ A case for LGBT consumers: Activating the Pink Rand Market Demographic in South Africa, Sinoxolo Khowane, Ipsos LGBT community consumers are unique and nuanced, however brands in South Africa appear to undervalue these factors or miss it entirely. It has become a norm to focus on ‘popular’ market demographic behaviours including Millennials, Baby Boomers and Gen Z and overlook the LGBT market which is equally influential if not more and/or powerful within the market research space. I think this is too bad given their status as highly desirable consumers due to fierce loyalty towards brands that understand them.  In addition, the LGBT consumers have trendsetter mindsets as well as unique motivations influencing their market behaviour. The time has come for brands to recognise LGBT consumers as a unique consumer group worth engaging and collaborating with to understand their nuanced category and brand as well as product wants, interests, needs, experiences, gaps and expectations. The LGBT consumer’s disposable income and significant spending power is an untapped opportunity. LGBT consumers’ purchasing power has potential to impact the South African economy in a positive way as well as help brands, and their business grow. We know that the LGBT consumers are discerning, and success driven, which influences their behaviour.  This includes their purchase and consumption patterns as well as their relationship with brands, products and services. Let’s not be naive and oblivious to this solid and bankable consumer group that tends to be blended with everyone else. The Pink Rand is real and here to stay! This session will be focused on unpacking the Pink Rand opportunity. It will explore their market behaviour and macro trends shaping this market as well as making a case for the activation of this unique market and how brands can tap into it using appropriate methods.

Improving the uptake of HIV testing and treating among young, high-risk men in South Africa, Owen Manda, Ipsos Although this research is on-going, our findings have already been showcased in five separate speaking slots (by demand) at the most recent UNAIDS conference. We have encouraged the global health community to think more empathetically about young men – often considered the ‘villains’ of the HIV epidemic in South Africa. Through our research approach, we will ultimately be able to generate interventions which will ‘move the needle’ on the uptake of HIV testing and treating services among young high-risk men. Although this submission is around creating health rather than business impact, the innovation and success of this work has been achieved by tackling this public health challenge as though it was a business challenge for a private sector client. This approach has been central throughout. Innovation: Applying a business approach to tackle one of the biggest challenges in global public health. Impact: Generating empathetic, nuanced, person-centred interventions which will ‘move the needle’ on rates of HIV testing and treating among young South African men

Molecular quantitative research: the research science that investigates the transformation of multiple data elements into a new element, Walter Moldenhauer, Telkom, Mariëtte Croukamp and Sanna Fourie, Ask Afrika Globalisation is increasing due to advances in technology, communication and ways of disseminating knowledge. With this, the need to receive and share information has also grown. Consumers are learning about the next best thing much sooner, leaving companies with the task of implementation. Companies delivering on the increasing consumer need for better products and faster delivery, sets the new benchmark. To keep up with the ever-changing market, organisations collect vast amounts of information, much of it being used for a specific purpose, and then archived. The vast amount of primary and secondary data necessitates some form of integration across divisions and focus areas. Actionable insights mean knowing what to do with the data and how to pull it all together to implement change in a business. It is achieved by finding the micro and macro contexts; and integrating data with current systems and internal data sources to bring about new conclusions. The purpose of the session is to exemplify the way in which multiple data sources can be integrated to provide a holistic and integrated view of the potential market. A combination of multiple data sources can be likened to the change in molecular structure when combining various elements.

Agile Insights: ‘Good’ answers now vs. ‘Perfect’ answers later, Vivek Neb, Mayank Nagpal and Rosinah Manyathi, Grail Insights With the fast-evolving nature of most sectors, it is critical that organisations adapt to the manner in which they seek and consume insights. Most organisations strive to get to the perfect answers, but it often takes a cumbersome, expensive and time-consuming process. And, by the time the answer starts taking shape, the needle moves, often leaving the organisations questioning the return on the research investment. Thus, we explore how seeking a ‘good’, timeous answer, can often solve most challenges for business, and that too in an optimal manner. With this view, our presentation will focus on sharing a perspective on the following:

  • Unpacking ‘agile’ insights: Nature of problems that are faced by most corporates and how these could be defined on a simple scale of importance vs. urgency. Meaning of ‘agility’ in generating insights and in facilitating decision-making; and, Aspects of agility that can be adopted by organisations: both the buyers of research and the suppliers.
  • Tools/methods to cull out agile insights: Revisiting meta-analyses, the age-old golden method, as a cornerstone for every research engagement; and, New-generation, technology-enabled methodologies that can be adopted for decision-making.
  • Case examples of seeking agile insights and the way ahead: Case examples of adopting meta-analyses-based approaches to provide nimble, dynamic and agile insights; and Trends to watch-out that can potentially impact decision-making in the future.

Thus, the presentation will provide a differentiated perspective to corporate researchers and suppliers on the meaning of agile insights, how to adopt the different aspects of agility in their organisations, and what do the successful implementation stories of agility look like.

Out-of-home Consumption Panel, Zibusiso Ngulube, Ipsos In this presentation, we will demonstrate how we developed a consumer panel for the snack category which has promising results for the future of the consumer market and beyond. The panel includes respondents from all LSMs requiring different approaches to recruitment. We also monitored both in-home and out of home usage, making it different to other household panels or once off survey. Data collection was real time and complete due to the multiple measures we took to ensure full completion. The consumer panel has yielded fascinating insight into South African snacking behaviour and has significance for many brands in this category.  It covers a wide repertoire of snacks and has also has scope for extension into other categories that are consumed in and out of home, beverages for example. The presentation will be structured as follows

  1. Overview of the methodology of the Consumer Panel: Identification of the need to track consumption behaviour since existing data suggests that there is high consumption frequency observed. It has also been noted that there is high category overlap and a large repertoire of brands. Overview of the type of info that the panel provides.
  2. Field insights and Strategy: We will cover our approaches to recruitment, survey completion, respondent reminders and mop ups as well as steps taken whilst in field to make sure we collected full information from all respondents.  Ipsos used mixed methodologies depending on LSM – this included CATI and Online surveys. The questionnaire was dynamic and easy to follow. Upon first contact, consumers were given a leave behind information pamphlet which had diagrams and descriptions of pack sizes and products. This would assist in capturing the correct quantity when describing their snack consumption.
  3. What we found / insights
  4. Lessons learnt and possible applications for the future.

Where does your mojo really come from?, Shinell Pretorius and PJ Claasen, Consulta Where does your company’s mojo come from? Does it reside in your brand, in what people say about your business? Does it exist in the tools and methodologies that you believe in? It has to be in the latest shiny technology that you just purchased, doesn’t it? Is it in the value customers get from doing business with you? Who is responsible for delivering this value? Mojo is always in the next big thing, or is it? Brands, companies, or even industries sometime lose their mojo. They become outdated and out of fashion because they don’t seem to keep up with the times. It might be that offerings become outdated, that service is so poor people would rather go somewhere else. We believe that most often the cause of this stagnation is a result of the people losing their excitement for showing up to work. Your customers will not get excited about what you have to offer unless the people tasked with delivering on your promise get excited about it first. Developing a culture people want to be a part of, finding people with the right mindset, and equipping those that are already a part of the furniture is crucial if our industry is to remain relevant in an age where everything can supposedly be done better by machines. Tools, technology and methods are important, but they will only delight your customers when placed in the hands of people that are willing and equipped to deliver the actual value these promise to deliver. We’ll share some of our insights from doing people development in the Research Industry – particularly around the mental side of the best performers. We will make things practical so that managers and business leaders can go back to their teams armed with the knowledge to start optimising their workforce.

The effects of artificial intelligence in experience driven marketing: A theoretical perspective, Laaiqah Parker, Kantar This presentation will be geared toward looking into the theoretical approaches and their explanation into the effectiveness of Artificial Intelligence (AI) in the collection of experience driven marketing. We will be looking into various theories in order to explain the humanistic perspective and how certain individuals relate/ do not relate to AI. Issues that will be addressed will be: Cultural Appropriation and Generalization. We will also be examining how we can improve these as well as with which professional networks we need to team up with to achieve successful and accurate data. In the current age of the continuous rise of technology and the incessant need to keep up with it, we as an industry have also jumped on the band wagon and resorted to the implementation of various spheres of AI. Although AI vessels, such as chat bots and virtual reality are trendy and new-age. Their uses have their pros and cons. Yes, information can be gathered at a faster rate than using a regular interviewer, but we need to ask ourselves how accurate the data is and what are the levels of comfort of the respondent when interacting with bots. There has been a huge drive toward experience driven marketing.  We need to investigate the level of Emotional Intelligence that bots have and are they equipped to collect such information. Are we doing ourselves a disservice or are we improving our standards?

Consumer-centric dynamic journeys: leveraging moments of influence for improved ROI, Adhil Patel, Kantar Marketers are under ever increasing pressure to deliver in the short term, while continuing to build their brands over the longer term. One might expect that a thorough understanding of the ecosystem within which consumers encounter your brand would help marketers achieve these goals, but the market research industry is currently split into a number of silos (brand, shopper, customer experience, innovation etc), each with its own lens with which to view the consumer, and each with its own language. A unified framework and way to follow a consumer through the journey would enable easier internal conversations, easier goal setting, and easier interpretation of the flood of data that we’re faced with on a daily basis. The session will cover just such a framework, as well as multiple examples from various parts of the world, showcasing how brands are able to use passive and alternate data sources to give a truly holistic view of the consumer journey, in a way that is dynamic (adaptable to the context).

Cohesion, Protest and Prevention: Insights on Indicators and Measurement to inform Social Cohesion Sensitivity, Tara Polzer Ngwato, Social Surveys Africa Social Cohesion is a widely claimed priority for government and civil society in South Africa, but interventions remains fragmented and ill-informed. This presentation discusses the ways in which social cohesion should be measured as a way of informing cohesion-sensitive action. The key measurement dimensions include legitimate and effective institutions; positive and diversity-tolerant social relationships; civic engagement and participation; and hope and commitment to a shared future. These indicators must fundamentally be measured in a spatially disaggregated way (at sub-ward community level) and with attention not only to individual level experience but to community-level distributions and inequalities. This approach, for example, impacts on how we interpret different forms of protest action and the effectiveness of common interventions in relation to social cohesion, and provides the basis for a regular national social cohesion study. 

Liberating Potential through Understanding Communities – what are the necessary components of an infrastructure for evidence-based decision-making for social development, Bev Russell, Social Surveys Africa This presentation outlines the components and functions of an effective infrastructure for the generation and use of social data for evidence-based decision-making in social development in South Africa. The starting point is understanding the nature of users and decision-makers from which is logically derived the required data sources, level of spatial disaggregation, regularity of updates/timeliness and range of content areas for data generation. This then implies practical logistical and cost considerations for how the infrastructure must be set up, maintained and financed. Users: a shared information base must serve users across different levels of public, corporate and civil society spheres and citizens themselves. The outputs of an evidence-infrastructure need to be appropriate to the needs and capacity constraints of these users and recognised as legitimate and independent by them. Data sources: combining digital/big/administrative data and face-to-face household surveys is crucial to fully representing the diversity of the country’s population, given inequality in access to digital space and 4th Industrial Revolution resources. Spatial data: the evidence-base must be spatially disaggregated to below ward level, without requiring the time and cost commitment of surveying every community in the country. Time: regularly updated evidence is crucial for good decision-making, with at least annual empirical data points. Content: the infrastructure needs to both track the same indicators over time and flexibly add new indicators and topics of concern, ideally on short notice and with quick turn-around times. Data from different content areas should be analysable in relation to each other, so that thematic silos are overcome, and data duplication is reduced. Sustainability: must be structured in a way which is cost effective and has net social benefit for all stakeholders, including those from whom data is collected, data generators and the full range of data users. The presentation proposes how this can be achieved.

The Ten Year Challenge – 2020-2030: Decoding the Consumer Behaviour & Future of Digital MR, Harsh Sarda, Ipsos and Dushyant Gupta, Borderless Access Technological innovations are driving changes in human activity and behaviour across digital and non-digital spectrum. This change is particularly significant across Africa, which is a land of ethnic, cultural and behavioural contrasts. For marketers and market researchers, understanding these transformational changes is critical for carrying our marketing and market research activities. What are these changes? And how will market research function, in particular, evolve over the next decade or so to adapt to the new landscape? Our presentation talks about new ways for marketers and researchers to understand decision-makers and consumers through the same digital medium that drive them to share and communicate with others. We talk about how today’s prevalent digital technologies like the internet, the smartphone, AI and ML and the myriad of supporting and dependent digital platforms hold the key to the new age of MR.

How successfully representing the customer in the C-suite can transform corporate strategy, Tashmika Sewsunker, Telesure Group Services As of late there has been an increased focus in the research and CX communities on how to make the customer’s voice more prominent in the C-Suite. This session will illustrate the power and effectiveness of utilizing research to inform decision making and ultimately impact corporate strategy. By integrating insights from various research studies, methodologies and benchmarks both locally and internationally, researchers have the opportunity to deliver powerful insights that directly impact and inform corporate strategy. This session aims to illustrate how integrating results from primary and secondary research studies enables researchers to create impactful, well rounded insights that drive change. To drive actionable change there are three key principles researchers need to follow:

  • Do the research – Ask the right questions and use a variety of sources, literature, methods, studies and metrics
  • Partner with the correct people – Don’t only rely on your own insights or experiences, collaborate with the experts
  • Be brave and bold enough to share your findings and make recommendations

Can the tail STILL wag the dog? A tale of Brand Influence, Julitha Tseka and Patrick Busschau, Ipsos Visionary brands don’t just sell a product or service. They promote a strong sense of purpose and shape our world while connecting emotionally with people. They have aspirational qualities as well and are always relevant. What is influence? Having a real impact on people’s lives by earning their trust, respect and loyalty. Leading brands influence how we dress, communicate, travel, shop, spend our free time, celebrate and socialize. They can also help us lead more fulfilling, interesting lives by giving us tools to make informed choices, which is why technology brands rank so highly across all generations. Influence doesn’t happen by accident. Top companies invest in their brands and use their elevated position to elicit respect. After seven years of assessing the world’s most influential brands, Ipsos has identified five key drivers of influence. They are trustworthiness, engagement, leading edge, respect & advocacy and a strong presence. Our comprehensive study measures and ranks the most influential brands in South Africa. We look at which generations are being influenced most and why essential insights for any business. Results from our Most Influential Brands study provide:

  • A robust index and ranking of those brands that have greater impact than others, and we can explain why
  • Learnings into brand attributes that drive influence, and how brand owners can improve their influence potential
  • Links to trends and relevant environmental conditions allowing brand owners to be more tactical and agile in positioning their brand more optimally

We will:

  • Briefly outline the research conducted for the study and provide an overview of the Most Influential Brands research design and methodology
  • Present some detailed insights from the 2018 Most Influential Brands study and demonstrate how these can be used to achieve better brand results
  • Detail how we use the results to understand the market and market trends

Behaviour segmentation using existing data , Hendrik van Blerk and Corne Bodenstein, Ipsos In this presentation, Ipsos South Africa will demonstrate how existing customer data can, by using our segmentation approach on the client databases, helps help to improve consumer targeting and provide more value from existing data.    This project was a good example of using existing customer databases to mine insights that can be replicated and used to predict dynamics in your consumers, without conducting a survey. Ipsos South Africa were commissioned to conduct a segmentation of their entire customer database. Following extensive consultation between Ipsos data scientists and the client, the following steps were taken:

  1. Data review: The first step was to conduct a thorough overview of all of the available info in consultation with the client. WE needed a review of the required data fields as well as an assessment of the business rules and permissions granted by the client.
  1. Data extraction: This included a random extraction of ~1 million records / month for a period 6 months and represented of all groups of consumers
  1. Data Preparation: Data preparation comprised taking the data and making it usable for the purposes of segmentation:
  • Merging separate data files
  • Review of descriptive statistics
  • Assessment of business rules
  • Assess principle components and correlated data for reduction purposes
  • Reclassification of variables and new variable construction:
  1. Training and Test Data: This step included Creating a sample of training data for initial segmentation, AND Creating a sample of test data to review classification with the client
  2. Segmentation: We followed a targeted segmentation approach to determine segments that drive revenue

Tapping into the disability market, Nicole Vergos, Ipsos Globally there is an estimated 1.1 billion people living with a disability – representing a market size equivalent of China. In South Africa, there is an estimated 3.9 million people with disabilities (Census 2011) and of those, about 1.3 million have a physical disability. People with disabilities have been historically marginalised and often-ignored. The interesting thing about disability is that it doesn’t discriminate – it crosses all cultural, age, gender, race and income groups. Some people are born with a disability while others obtain it either temporarily or permanently later in life. The underlying characteristic of disability is the need to innovate in order to make products, services and environments more accessible. Existing research focusses on medical condition rather than personal identity. There is very little understanding on how people with disabilities engage with brands and their purchasing behaviour. Disability is often associated with charity and there’s an assumption people with disabilities don’t have money. This could not be further from the truth. Their personal identity goes beyond their physical limitations and many have the same spending power as those without disabilities. People with disabilities and their loved ones indicate high loyalty to brands that attempt to understand them. Tapping into this market is a great business opportunity and can help just about any company grow and win loyal customers. Companies don’t need to position their offerings specifically for people with disabilities at the expense of the mass market. They simply need to make more effort to include them. Ipsos would like to help companies tap into this market. We are developing an online community including people living with various physical disabilities. This platform provides an opportunity for companies to engage with the community across a range of topics, products and services. Shining a light on a currently untapped consumer base.

Qual 360 – viewing the issue from all angles, Max Weldon, Ipsos The paper is premised on the belief that qualitative research has to move beyond a choice between engagement and observation and has to integrate both. For example, increased focus on client side about the influence of the in-store experience on the purchase decision cannot be resolved by direct questioning alone. The main objective is to show how to understand consumers better by listening (direct engagement), looking (observational research) and reading (social media).

Tomorrow’s Market Research Tools Today, Sylwia Wierzbicki, Columinate-InSites Consulting The pace at which information is being generated globally has increased exponentially over recent years – cultivating a growing appetite among research buyers and suppliers alike, to gain more data, more efficiently, all at a reduced cost. The trend in end-user requirements and expectations means the automation of research processes is increasingly becoming a necessity. It does, however, spark a variety of both positive and negative opinions, generating debate amongst research buyers and suppliers. The presentation will provide clarity and guidance on how market research can be enhanced – not compromised – through automation, and how customization and flexibility can be achieved within an automated framework. More importantly, the presentation will demonstrate how research(users) can hand over research processes to the machines, freeing up researcher- and client time to finding and critically evaluating strategic insights. Naturally, the rise of automation leads to questions pertaining to the role of the researcher and the client, and whether the automation of research processes will actually lead to the adoption of self-servicing, or even the elimination of the researcher. The presentation will endeavour to critically evaluate these suppositions and explore the interesting dynamics between the worlds of market research, IT and software development. To address these points, this presentation will include a demonstration of an end-to-end research automation tool (as well as accompanying case studies) and will show how automation can be used to enable efficient and high-quality research. Automation is the reality of today, and no longer the buzzword of tomorrow. We are no longer in a time where we mention terms such as automation, machine learning, and innovation with a sense of detachment and apprehension toward the unknown, but one where we are able to harness the complexity and strength of these fields to create relevant and exciting research applications.

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