Research Methods and Tools
Visual Elicitation of Brand PerceptionSep 18, 2019 Daria Dzyabura, New Economic School, Moscow and Renana Peres, Hebrew University of Jerusalem, 2019, 19-132
A new method and platform for direct, unaided, large-scale quantitative elicitation of brand perceptions. Machine learning and visual analytics extract systematic content associations from consumer-created collages, resulting in a rich set of brand associations for each brand.
Test & Learn: Systematic Process to Validate Results and PerformanceJun 27, 2019
Michael Cohen, Marketing Evolution and Elea Feit, Drexel University
This Lunch Lecture explores the use of Test & Learn framework and how it contributes to data quality and validation.
Measuring Customer Experiences: A Text-Based and Pictorial ScaleJun 10, 2019 Markus Gahler, University of Augsburg, Jan F. Klein, Tilburg University, and Michael Paul, University of Augsburg , 2019, 19-119-06
Two scales offer precise measures of CX performance across the consumer journey. Based on eight studies with nearly 3000 participants, researchers develop an 18-item text-based scale and an icon-based scale that captures six CX dimensions.
If Measurement Isn’t Your Top Strategic Priority, Here’s Why It Should BeApr 09, 2019 David Kaul, Director of Measurement & Analytics, Google, Inc.
Marketers must deliver more personalized, measurable experiences in a responsible way to drive business growth.
Putting Analytics into Action: Using Cupcakes to Improve Business OutcomesApr 05, 2019 Martyn Crook, Vice President Global Knowledge and Insights, The Coca-Cola Company
The best analytics in the world are useless if we don’t get the right information to the right people at the right time, and then ensure that they take action.
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