Mette Breith

Mette Breith
  • Title: Director, OMD Marketing Intelligence
  • Company: OMD

ABOUT METTE

With over 14 years experience in marketing and communication, Mette has spent the last nearly 10 years working with research and insights at media agencies.

Mette used to be an external lecturer at Copenhagen Business School teaching market research and conducting workshops in SPSS before moving to Australia 2 years ago.

PRESENTATION

PEOPLE WHO HAVE SOMETHING TO SAY ABOUT HOW TO GET MORE OUT OF PANEL DATA

Co-Presenters: Natalie Widdup & Katiemay Gardner

We live in a world where our attention is constantly being courted. As consumers, we are bombarded with information and competition for our diminishing attention spans. According to a study conducted by Microsoft the average human attention span currently sits at about 8 seconds, a notable decrease from the previously published 12 seconds in 2000.

This puts market research at risk. If we are not creating engaging market research with proven practices, we risk losing our most important asset – the ability to engage with consumers to obtain high quality data and insights.  If we do not ask the right questions how can we uncover the right insights? We risk making bold conclusions and big decisions on the wrong foundation.

OMD Australia’s market research division, Marketing Intelligence, and global data and insights company, Pureprofile, partnered to study the best ways to ask questions in online surveys that improve both respondent experience and inform best practice.

We surveyed 10,000 nationally representative respondents (age, gender, location and income) and tested different versions of commonly asked questions. With insights from this study we can unlock the most meaningful consumer insights while helping to secure the future of quantitative market research.

 

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