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Making data actionable: A look at the power of people-driven data in activating consumer segments
Innovation is impacting every part of our lives, with smartphones making the world available from our pocket. But can we say the same for market research? As researchers, providing access to data from new sources like customer data platforms, could be considered the equivalent of sticking a kid in a candy store. Exciting yes, but completely overwhelming for some. Technological development in our industry is often focused on how a business can create the latest program or app to benefit their business. However, the very fact that this technological development is becoming a technological dependence for consumers means market research is already benefiting. Or rather, it should be. The innovation has occurred, now we need to tap into this wealth of data.This paper looks at how and what can be appended to existing research projects. It shares tangible examples of ways researchers, marketers, and advertisers alike can tap into the already innovative consumer and leverage the ocean of data they are generating – all while maximizing the investment being made in their survey research. Most importantly, it leaves the audience with better understanding of how to activate research-derived segments through programmatic advertising and how clients can derive incremental value from the investment they’re already making in survey-based research.
Presented by Jason Dodge of Lightspeed Research.