Kantar's Profiles Blog

I was lucky enough to attend the recent MRS Impact Conference and sit in on seminars covering the perennial problems that Market Research is said to have, including: What do we call ourselves? How do we add value? What do we do about automation?

In February I attended MIE, the largest Marketing & Insights Event in the Netherlands. It was the 14^th time this event took place and once again it was very well attended with 2,800 visitors, from the marketing and market-research sector.

One of the main topics of MIE was Digital Analytics. Also defined as Big Data, it’s the passive form of online data-collection without the intervention of an interview tool.

Marketers and brand custodians today are bombarded with buzz words by the bucket load – big data, programmatic, search, analytics, social media, mobile behavior, etc. Add to this the insights generated from the marketing research industry and it can seem like mayhem is upon them with convoluted data sources all trying to decode the complex human behavior. What is imperative for all in this crowded space is the need to generate actionable information for the brand.

Rational Buying Decisions in Online Market Research

I attended the Dutch Marketing & Insights Event (MIE) on 4 -5 February 2015. The MIE is organised by the Dutch Market Research Association (MOA) and is an annual returning event. This edition again contained a lot of interesting workshops which highly contribute to the knowledge and skills of market researchers. Without a doubt, the most discussed topic at MIE was Big Data and analyse techniques for traditional market research. For this blog I want to focus on the latter topic.