People attending the Market Research sessions saw and heard about the latest developments and trends in survey and market research. They also found about best practices from market research professionals, and learnt how they are streamlining marketing processes and maximising efficiency at every step of the research process – from authoring to data collection, from analysis to reporting – allowing them to add more value and discover deeper insights.
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Dimensions
Why perform benchmarking?
Torben Liborius
Senior analyst
Deloitte Denmark
Denmark
At this session, the Danish arm of one of the world’s leading consultancy firms proposed an answer to a simple question: why perform benchmarking? The question is not as trivial as it might seem, and the session heard how to clarify the purposes of benchmarking before going on to exercises focusing primarily on non-financial data.
Those attending this presentation learnt about the selection of parameters, how to find and collect benchmark data, and how to provide reports suited for follow-up. They also saw an example in the form of a ‘health care audit for businesses’, a tool designed to assess the perceived status of health care, stress and well being among the employees of a business.
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Dimensions
Dimensions 5.0: what’s new and what lies ahead
Jane Hendricks
Product Marketing Manager
SPSS Inc.
This session focused on the new features introduced with Dimensions 5.0 –how it can help organisations build powerful surveys more easily than ever, how to collect data in new and exciting ways, and to ensure that decision-makers get the right data at the right time.
The session also addressed how Dimensions 5.0 not only enables business users to establish a dialogue with their customers, but how it introduces features which revolutionise the research process itself. The presentation also took a high-level look into the future – the new data collection, analysis and reporting challenges on the horizon, and how Dimensions is positioned to address them.
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Dimensions
Automating quality procedures for online research
Mike Cooke
Global Director, Online Development
Sean Regan
Director, GfK Operations – Online
GfK NOP
UK
Research data is only as good as the sum of the individual cases that make up the data set, and the presence of fraudulent or inattentive respondents is a threat to researchers’ ability to project their findings to the total population. Consequently, it is a major risk to any agency’s ability to provide fact-based consultancy to its clients.
At this session, GfK NOP shared its solution to this problem with the audience. The presentation described the methodological research undertaken by GfK to identify fraudulent and inattentive respondents, and how they approached the issue using data from a fundamental research programme.
They went on to show how they used market research tools to develop an automated, integrated series of quality scripts to identify fraudulent and inattentive respondents – and talked about the implications this has for questionnaire design.
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Dimensions
Market Research 2.0: technologies that will reshape our industry
Hans Donkers
Director
Johan Baukema
Project Manager
Stratus marktonderzoek bv
The Netherlands
What are the differences between Market Research 1.0 and 2.0? What is the only raw material on earth that is available in unlimited quantities and never will be in short supply? Why should you look at the ‘long tail’ in blogs? How will widgets and desktop applications fundamentally change the way we conduct surveys and distribute our results?
This session gave answers to all these questions, as well as showcasing some examples of how SPSS technology can be used to be a part of the exciting future of market research.
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SPSS
Improving social welfare policy-making with SPSS reporting
Carlo Vreugde
Analyst Co-ordinator
SGBO
The Netherlands
This presentation particularly informative for those who use SPSS Base to analyse data, and then output the results to Microsoft® Word.
SGBO is a research and consulting agency specialising in local government issues (formerly, it was the research arm of the association of Dutch municipal governments). Following the introduction of a new law that makes local government agencies responsible for a wide range of social services, SGBO was commissioned to produce benchmark reports for more than 150 municipalities.
To achieve this efficiently, SGBO used SPSS syntax to export hundreds of different analytical results to Word documents, not as blocks of text but automatically placing text, tables and graphs in the placeholders and bookmarks set up in Word.
SGBO went on to describe how automated reporting has improved the effectiveness and cost-efficiency of local government, enabling municipalities to minimise local taxes.
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SPSS Server, Clementine
From insight to action with operational data – avoiding Pyrrhic marketing victories
Morgan Sandstrom
Senior Consultant
Bo Bäckman
Senior Consultant
SIFO Research International Sweden AB
Sweden
After years struggling with decreasing customer loyalty, marketers are finding that the cost of building and maintaining client relations has reached levels where sustainable profitability is threatened and their work tends to result in Pyrrhic victories.
In this paper, SIFO described a different approach based on fusing Target Group Index data with customer databases to support various marketing strategies, customer retention and cross/up selling campaigns. This makes it possible to use values, interests, activities as predictive factors.
In addition, when customer satisfaction studies are fused it is possible to direct messages selectively toward satisfied, loyal and profitable customers.
The focus of the presentation was not so much on the fusion techniques used, but on how critical operational information can be identified, and how internal and external data contribute to evaluating and handling client relations, directing marketing activities and maintaining a profitable return on marketing.
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SPSS
Programming SPSS to control processes and drive performance
Klaus Bergmann
Manager, Methods and Product Development
Oliver Hülser
Senior Specialist
GfK AG
Germany
Germany’s largest market research company (and the fifth largest worldwide) considers itself as “a supplier of knowledge”. This is one reason why GfK focuses on innovation and progress, ensuring that its methods, tools and practices are state-of-the-art and deliver consistently high quality information.
In this session, GfK explained how the company revitalises its methodologies and how it uses SPSS’ programmability to control complex processes to improve performance and provide methodological options.
To illustrate these processes, GfK presented its approach to segmentation, data fusion and imputation, and described how they proceed from simple clustering to a complex segmentation process. The presenters also discussed how GfK takes advantage of SPSS Base’s programmability for all the methods it uses to deliver knowledge to its clients.
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SPSS Predictive Enterprise Services
Maximising the value of research assets
Jane Hendricks
Product Marketing Manager
Heena Jethwa
Product Marketing Manager
SPSS Inc.
The Netherlands
Have you ever spent hours creating and testing a survey only to find that someone else has already built an identical one? Have you wasted time looking for a particular survey, now mislaid, that you needed to repeat? Have you ever tried to compare survey results over time only to find that survey differences made the task impossible?
This problem isn’t limited to surveys. Frequently, data cleaning routines, analytical routines or models are kept on desktops, laptops or file systems scattered throughout the organisation. These are invaluable assets, yet all too often they can’t be found because no one knows who created them, who changed them or where they are stored: frequently, they are simply discarded after the project was completed.
Recreating these important assets is inefficient and inevitably leads to delays and loss of quality. But all that is avoidable, and this session showed how to maximise the value of research collateral by treating them as genuine operational assets.
The presentation showed how SPSS technology can help manage all the different analytical assets used in the course of research (questionnaire logic and templates, the questionnaires themselves, and the models, data analysis and reporting) in a centralised, secure environment.
Attendees also discovered how to truly leverage research assets to improve efficiency, reduce duplication and errors, and add value to research projects.
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Dimensions
Beyond print: defining a new audience in the Internet age
Rachel Cassidy
Senior Insight Executive
Jo Green
Insight Executive
Associated Newspapers Ltd
UK
The fall in newspaper circulation and the growth of online news platforms present both challenges and opportunities to traditional print brands. In this session, Associated Newspapers Ltd (ANL) described how it is responding by using analytics to define a key segment of readers – the MidBritons.
These super-consumers are Britain’s economic engine room, with the power to make or break brands. The presentation explained how Associated Newspapers’ Strategic Insight team, in conjunction with BMRB – one of the UK’s leading market research agencies –developed a method to bring the MidBritons to life and ensure that the company is constantly up to date with the segment’s attitudes and behaviours.
ANL are going beyond structured surveys by combining sources such as online panels with blogs, scrapbooks and shared photos to deliver insights into a genuine community. ANL also talked about research that is changing the way one of the UK’s largest media organisations understands and sells to its audience, and delivers strategic feedback to the business.
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Dimensions
Know your customers: how Braun keeps in touch
Stefan Bender
Vice President, Marketing and Strategic Research
Braun GmbH
Bernhard Witt
2x4 Ltd
Germany
‘Know your customer’ is a pretty good rule in business, but really knowing consumers’ personal opinions is one of the most difficult challenges for companies such Braun, a subsidiary of Proctor & Gamble.
At Braun, they manage this task through a strategic product registration platform that allows them to get very fast feedback after the launch of new products or a change in marketing activities.
At this session, Braun described how it obtained rich consumer profiling across most of its products and across key regions.
The presentation included descriptions of its techniques for data collection, data processing and ad hoc analysis, as well as outbound direct marketing to deepen consumer insight and/or cross-selling.
Other topics included:
- How to implement a product-registration environment using multi-language platforms
- How to establish direct relationships with consumers despite independent sales channels
- The pitfalls to avoid international comparisons and their differences.
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Dimensions
Simplifying multimodal, multilingual research with a common platform
Payam Ghamsari
Research Manager
Ugam International
UK
The challenge for Ugam International was simply stated: how to conduct a multimodal, multilingual research study across several different locations. At this session, attendees found out how Ugam met the challenge by using SPSS Dimensions as a common platform to create a virtual call centre operating across several time zones. At the same time, they retained the ability to monitor and control the fieldwork and the quality of the data.
They also learned how Ugam were able to deliver this complex project without investing excessive resources in project management, data collection and reporting.
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Dimensions
SPSS Customer Experts’ Panel: Exploring innovations in Market Research
Moderator: Kevin Gray
Director of Dimensions Product Strategy
SPSS Inc.
USA
This panel provided attendees with the opportunity to hear from and question a number of SPSS customers who are already enthusiastically adopting Dimensions – or helping others migrate to it.
The panel consisted of up to four customers and one services organisation, who each delivered a five minute summary of their company’s perspective on Dimensions. This was followed by 15 minutes of pre-prepared questions for the panel to answer and, finally, 15 minutes of questions from the attendees.
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