Cajsa Wirén

A key aspect of evaluating a campaign is to connect campaign performance with it's input and output, i.e. how much did we invest in the campaign (input) - how did it reach and affect consumers (campaign performance) - what did it generate in terms of sales/business results (output). Learnings should be drawn both in terms of how to optimizie media tactics and improve the creative content.

Staying on top of trends is important in survey design, especially making sure the UX of your surveys evolve with new technologies, devices etc. However, they way questions are presented in a survey will affect the answers from respondents, sometimes in unwanted ways. So when employing innovative survey techniques it is important to pre-test the surveys and triangulate with tried and tested methodologies to ensure that the new technique produces the expected outcomes.

An underestimated way of learning to craft good surveys is to be a respondent yourself! Join panels and take part in surveys. You need to understand the respondent's point-of-view to know if your survey is going to work or not.

AI can help your data go further and streamline a lot of the processes involved with market research, allowing researchers to focus on the most value adding aspects of research. A key aspect will be the researchers ability to truly define the business challenge and insight need to feed into the analysis and to be able to translate the insights into business action.

Computer vision and image recognition can help analyse image and video content, such as product packaging or advertising, at scale by identifying and classifying elements of the content. Connecting that to consumer's reactions and interactions with the content will help market researchers draw conclusions of which specific elements of content (such as logos, colors, messaging etc.) create attention and drive impact.

Chatbots provide an opportunity to blur the lines between qualitative and quantitative research. Chatbots can help you collect qualitative type answers from a quantitative study with a large sample of consumers in an efficient manner by applying prompts and follow-up questions based on what the consumer answers. AI tools such as text and sentiment analysis can then help to pull out the insights of all the text data.