Pete Fraser

As marketing accountability rises, companies are increasingly adopting Marketing Mix Modeling (MMM) solutions to assess the effectiveness of their marketing spend. At the same time, various digital publishers are developing open-source MMM capabilities to support marketing measurement. This article sheds light on Open-Source MMM and Internalization, emphasizing essential factors for a successful MMM initiative. https://lnkd.in/emMKjJ5K

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Don't miss out on the latest #sustainability research in collaboration with IPG Mediabrands: Purposeful Purchase Journeys. Co-authored by Kantar's Gabriele Herrmann-Scharnberg, Michael Hanbury-Williams from IPG Mediabrands and Kantar Sustainable Transformation Practice lead Jonathan Hall, this summary article looks into why just 10% of marketers claimed their companies are “well advanced” on the sustainability journey and provides guidelines for brands to inspire shopper behaviour change using the Purposeful Purchase Journeys research. Read the article here: https://lnkd.in/eC9WdrJc

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Empathy isn't just a popular buzzword in our industry; it's the future of market research and the path to higher quality insights💡 Remember to put yourself in the place of the customer and develop your research plan from there! #mrx #marketresearch #empathy #customercentricity #insights #consumerbehavior

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My amazing colleagues in the Innovation Network Eileen Irvin, Marzieh A. and Steven Ginnis have completed an amazing project called Marginal Moments, a Gen AI research and development initiative leveraging synthetic AI personas to predict voter trends in the lead-up to the 2024 UK general election. Our team created five personas of undecided voters, grounded in real electoral data, to track their evolving voting intentions in response to campaign materials. The results were fascinating and insightful, mirroring real-world voting patterns and providing a deeper understanding of voter behaviour. Please check it out and have a think about future applications of this methodology in social research! 🎉👏 #TeamSuccess #Innovation #AIResearch #ElectionInsights #SyntheticRespondents

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Over half of the world’s surveys are now completed on mobile devices, and your surveys need to be optimised for the mobile environment. It’s more than just fitting information on a mobile screen - make every pixel count with new #surveydesign tips and best practices from Profiles by Kantar. Download Profiles by Kantar's ebook today! https://lnkd.in/gRZRZfx6 #MobileSurveys #SurveyDesign #MarketResearch #MRX

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Faster, smarter, cooler. No, not me this time, but our new PersonaBot! Our PersonaBot is a real game-changer for activating segmentations. It really delivers on that (often neglected) promise of getting them to live and breathe in the business. Limited only by your imagination, you can engage with your AI-personas however you want. Test concepts and comms; ask them how they would react to a changing environment; understand their priorities; find out what they like for dinner... When fun and impact collide...! #segmentation #personas #ai #fun #impact Ipsos UK

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It's been a busy week! What started as a bit of personal curiosity turned into a full blown analysis of voter and party search interest, culminating in a geo-mapped constituency-level prediction of today's results. So many interesting points. From the breadth of reach across economically disenfranchised audiences for Reform (it's the economy, stupid - not immigration!), through to the 1200% uplift in tactical voting search as Best For Britain released their guide to getting the Tories out (and blocking Reform). Not everything made the final edit, but hopefully you find the below as interesting to read as I did to research. So. 217 seat Labour majority is my prediction. Let's see how far off we end up!

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The more I work in UX #research, the more I get to see interesting parallels with data modelling. With data models we are always seeking the perfect spot between too many details and abstraction. UX journey mapping is a continuous struggle to strike an ideal balance between possibilties and satisfaction. Get too close to the ground, and you overwhelm your users. Step back too far, and you lose on value proposition. Finding that sweet spot is where the magic happens.

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Having attended this excellent conference last month, arranged by FlexMR, I wanted to share the write-up from Research Live, as I think it does a good job of summarising some important take-outs from the day... In my work with client-side insight teams, I've seen first-hand how high a priority it is for insights to be communicated with impact, if they’re going to drive real change and have commercial value. The article highlights how insight leaders are now more focused than ever on storytelling and building strong relationships internally. I've always believed that great insights should be shared in a way that inspires and provokes and facilitates actions - otherwise it's value is indeterminable. Market research and insight agencies should be helping, in this regard. The most impactful and valuable work is created when suppliers and buyers work in alignment on this. #MRX #MarketResearch #MarketingResearch #insights

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PersonaBots - fueled by robust research and insights - are an engaging way to bring a segment or target to life for your team and stakeholders. Let us know if you'd like to explore a PersonaBot on your next project!

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What sets top marketing leaders apart? Merkle's infographic uncovers how Perceptive CMOs align their strategies with consumer expectations. Explore key insights from our CMO Navigator Report and see where leaders and consumers agree on the future of CX: https://bit.ly/4j2MYhO

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In this article, Jane Ostler and Polly Wyn Jones reveal 5 themes to create consumer connections from our Kantar Creative Effectiveness Awards winners. One of the key themes is the uplift of humour in advertising - The reason for this? People love to laugh. Read on: https://lnkd.in/gbD_bHt2 #KantarCEA #Advertising #Digital #Marketing #CreativeEffectiveness #AI

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'Ehrenberg put “warning labels” on his original research, effectively stating that it was not about how marketers “do” marketing, but how marketshare works in the marketplace' This is the sentence that stood out from the article. It eloquently articulated a point I have being making for years far less eloquently. Thanks for sharing Robert Rakowitz. In my experience, marketers interpretation is that they are being told they should 'do' marketing like this and both sides get caught up in the arguement on doing, rather than understanding the original work is an accurate observation on an outcome. With the explosion of consumer touchpoints - the 'how you get there' is much more nuanced. This will be the first peer reviewed analysis across modern consumer journey touchpoints This data is gold dust so I look forward to seeing the full learnings. 🌞

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🔈 Listen again - The WARC Podcast x Kantar 🔈 Want to learn more about the Blueprint for Brand Growth but don't know where to start? This episode of The WARC Podcast with Jane Ostler, Kantar's EVP, Global Thought Leadership, and David Tiltman, WARC's SVP of Content is a great primer! Jane and David cover the three growth accelerators and how and why the Blueprint came into being. It's a great starting point for understanding the principles of the Blueprint. You can listen to their conversation here: https://lnkd.in/effzTnRj

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📚 New Ipsos Views White Paper Alert!  Discover how Artificial and Human Intelligence expertise can work together to revolutionize curation. Our latest white paper delves into the synergy between AI's speed and human intelligence, delivering insights that are both fast and reliable. Learn how AI can enhance the curation process, while human expertise ensures accuracy and depth. Understand the future of knowledge libraries and how they can transform your business. Read the Full White Paper: <https://lnkd.in/eC5bxAdN #ArtificialIntelligence #AI #HumanIntelligence

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Talked to Ad Age about why CMOs unrealistic expectations about AI cause them to abandon projects. An important read. As CMOs address change management, level-setting expectations may also require them to reassess the fundamental purpose for why they are adopting AI… Thanks for the chat Asa Hiken https://lnkd.in/erYhQVvr

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