Experts Discuss ‘Norms’
Of New Tracking & Thinking Methodologies
Creating
Value – From Insight To Foresight
ESOMAR’s BEST
OF MENAP 2014
March 11 - 12,
2014
Constellation
Ballroom, The Address Dubai Marina, Dubai, UAE
Dubai
UAE, March 2014: The
on-going mismatch
between what consumers say versus what they do highlights an urgent
need for renewed integrated research methodologies and innovative
data analytics, according to TNS
MENA, the world’s largest custom market research organisation.
“Using
simple but predictive research survey methods, that connects with
what consumers actually do can help marketers develop accurate and
realistic brand building and brand activation propositions,”
said Steve
Hamilton-Clark, CEO, TNS MENA.
TNS
MENA’s syndicated benchmark study - Brand Health Tracking Norms –
is unique to the region and reflects on actual consumer
decision-making with regards to Middle Eastern brands. The benchmark
is based on over 300,000 consumer conversations spanning more than
120 brands, including 45-plus FMCG, durable and financial categories
across the GCC region.
Over
150 regional marketers will be presented with this new thinking and
its related tracking methodologies at the upcoming ‘Getting More
with Less through Shorter and More Predictive Surveys’ session at
the ESOMAR Best of MENAP 2014 conference being held on March 12,
2014.
“This
study underlines the key challenge marketers’ face, that while
brands are capturing more customer and industry data than ever
before, marketers report common problems in accessing and leveraging
it in the most meaningful ways,” added Hamilton-Clark.
“Customer
insights are at crossroads, as we need to know what our marketing
customers expect from us, why markets fail to treat respondents as
humans when it comes to decision making, and how people make choices
in markets that are more dynamic!”
However
Hamilton-Clark said, these challenges are not stopping marketers from
increasing their spend on customer engagement. In fact, the TNS Norms
program reveals that market surveys must be precise,
smarter, engaging, relevant & predictive to
achieve the right data, in order to make right decisions.
“Keeping
these principles in mind, as well as being mindful of survey length,
improves data quality and results
in effective decision-making before reaching any market segments.”
“The
Middle East has always been a commercial powerhouse in global terms,
and moreover demand from its market research community to be an
‘insight powerhouse’ gives the region an opportunity to
effectively contribute by building
intelligent, adaptive surveys that save time and predict responses,”
Hamilton-Clark concluded.
