Kantar's Profiles Blog

Using Chatbot Technology to Enhance Audience Understanding

Posted by Wei Guo on Jun 12, 2019

We’re getting creative with research. Classic quantitative and qualitative techniques no longer fit every research project, whether that be due to time, budget or resources. Thankfully, technology is helping bridge the gap between quantitative and qualitative research practices by offering more in-depth ways to connect with consumers.

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Topics: Respondent experience, marketing research technologies, APAC, qualitative research, quant vs. qual, modern surveys, Sourcing

Mobile Survey vs. Modern Survey - What's the Difference?

Posted by May Ling Tham on Nov 7, 2018

We define a “mobile friendly survey” different from a “modern survey.” A modern survey involves more than a device agnostic design; all components of a modern survey are designed specifically with consumer’s time and experience in mind. Here are five tips for going modern: 

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Topics: Mobile, Respondent experience, mobile marketing research, mobile surveys, modern surveys

Would you answer these questions?

Posted by Susan Frede on Mar 28, 2016

Do you think like a respondent?

Poor quality survey design leads to low completion rates, high dropout rates, speeding, suspicious behavior, panel attrition and higher sample costs. Ultimately poor design can lead to bad business decisions. Mobile may finally force better survey design and better-written questions. 

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Topics: Respondent experience, Market Research, research on research, questionnaire design

Location, Location, Location: How to Use Mobile Location Services to Improve Market Research

Posted by Stefan Kuegler on Sep 8, 2015

After an initial burst of interest in mobile ‘location’ services, the hubris died down a little. However, there has been renewed interest in location, once again, as technology has made some strides to catch up with the expectations of the marketing research industry.

Location is seen as a piece of the puzzle within the ‘Path-to-Purchase’ process to help understand how consumers react within the store and what might impact them at the point of sale. Simply, where do they finally make the purchase?

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Topics: Mobile, Respondent experience, location services

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