By Anita Black, Dana Asadorian and Hannah Dunnett.
For years now, the marketing and media world have been preoccupied with millenials – getting to grips with the ‘Me, Me, Me Generation’. There is now a new generation that deserves attention – Generation Z, ie those born between 1996 and 2010 – who are guardians of the future and valuable consumers too.
Tim Macer interviews Mario Callegaro, a senior research scientist at Google, about why companies use DIY research, the key issues to be considered and the most important skills and capabilities that a DIY researcher should possess.
Let’s start with your definition of what DIY research is.
By Anton Donskih,
The first Digital Research conference took place on 6 October and was a project by the Russian Research Week (researchweek.ru). The purpose of this event was to discuss the latest methods and technologies of marketing and sociological research. An important point, I suppose is that the speakers were chosen on a competitive basis: the program committee scored each application and only the ones with highest scores were finally approved. Moreover, two foreign speakers, recommended by ESOMAR, took part in the Digital Research conference Preriit Souda from Kantar TNS and Michalis Michael – DigitalMR founder.
By Christoph Welter
This year at the Best of ESOMAR-Germany meetup, we measured the pulse of the industry at what seems to be one of the most hotly contested metrics these days: Trust! In four talks that scrutinized the topic from different perspectives, we talked about surveys and all manner of interview techniques, about participants, about clients and about the wider public – so how is research doing, and how can we regain some of the trust that we seem to be losing?