4A | EVOLUTION NOT REVOLUTION « The Research Society National Conference

CHAIR – Thomas Barbera

12:10 How to Segment Almost Anything

Scott Maclean – Nulink Analytics

Segmentation of markets has been the ‘Holy Grail’ in market research for more than many decades.

Historically, and conventionally, this has involved the application of metric algorithms such as Cluster Analysis.

These algorithms, however, impose significant restrictions on the type of data that can be analysed, e.g. response scales typically need to be regarded as continuous and/or equal- interval, and ‘distances’ between cases need to be regarded as Euclidean, or some variant thereof.

Latent Class Analysis (and Mixed Mode Cluster Analysis) algorithms are now widely available, and much more forgiving in the demands they make of the data, even to the point of natively dealing with missing data. Metrics such as the Bayesian Information Criterion (BIC) provide statistically robust guidance as to the number of segments to retain.

In effect, almost any computational entity dealt with by market researchers (now including text data !) can be analysed using these more modern approaches.

The presentation will show examples selected from segmentation using statement batteries combined with socio-economic/demographic variables, ordered categorical questions (e.g. maxdiff batteries), and conjoint/choice models, all of which yield statistically rigidly derived and sustainable insights well beyond those available from conventional approaches.

12:30 Earning A Seat At The Table; Why Brand Equity Could Be The Key

Stephen Prendergast & Elisia Adams – FutureEQ

There’s no doubt that the insights industry faces an existential threat. But oftentimes the problem is framed in an isolated manner, as if insights is somehow separate from the very businesses that need to value what it has to offer. It is important to not lose sight of the fact that marketing itself is challenged. These challenges include a loss of control over “ownership of the customer” and the inability to provide solid business cases for marketing investment.

Insights fits into this broader ecosystem and for it to earn a seat at the advisory table it needs to appreciate what powers participation in the game.

Brand equity promised much in its early days to assist the CMO to demonstrate the value of marketing. A variety of reasons underpin why it has not generally been successfully operationalized.

New methods for brand equity measurement and modelling, however, provide an opportunity to move forward. A variety of case examples sourced in a variety of industries such as fashion and telecommunications will be used to illustrate the ideas.

Importantly, insights is well placed to implement brand equity centric models and in so doing help marketing to justify its value creating role.

12:50 Shattering The Iron Triangle: Delivering Iterative Learning Through Automation

Craig Pagett – CINT & Callum Liddle – Zappi

Value. Quality. Speed. You’ve been told you’re only allowed two. But now, the market demands you deliver all three, and in spades. We’re here to tell you that, with automation, you can have all three at the scale you need to succeed.

During this session, we will show you how using the right technology stack can radically improve the speed, quality and return on investment of your research spend, allowing you to test and learn quickly and iteratively. You will learn how to:

• Spot when automation is not really automated (trust us, we know).
• Trust in the outputs of blindingly fast research.
• Build a systematic, iterative market research process through automation.
• Learn from our mistakes and help move the industry forward.
• Find out what we’re doing next to automate iterative learning.

13:10 Q&A Discussion

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