What's it about? This webinar is brought to you by a unique collaboration between ESOMAR, the world's leading international research association; the University of Georgia's Center for Continuing Education, the leader in self-paced online research courses; Market Research Institute International, a non-profit educational institute comprising of practitioners maintaining and evolving the Market Research Core Body of Knowledge (MRCBOK™); and the Canadian Research Insights Council, Canada's market research association. All registrants will receive a link to the online recorded video, so you can view the webinar later if more convenient.  What's in it for me? “What Does It All Mean” introduces attendees to the fundamentals of storytelling as they apply to market research. The talk focuses on the importance of having a Unifying Idea and a structure that supports that idea, using real world-examples to illustrate these concepts. Takeaways:  Attendees will gain a better understanding of what a story is, and what it is not. Attendees will be introduced to conceptual tools that will enable them to approach any storytelling assignment with confidence   Speakers: David Intrator Chief Meaning Officer, RTi Research David Intrator comes from the world of advertising and communications, with decades of experience crafting effective stories for brands […]

The Value of Research and Consultation in Public EngagementPublic opinion research and public consultation are both essential tools to help organizations understand the views of constituents and interest groups as part of a Public Engagement exercise.  While public opinion research and consultations can look similar on the surface, there are significant differences in both their purpose and findings.  This webinar will look at the strengths and limitations of both and highlight how they can be used together to ensure organizations have the information they need to make the best decisions.  It will also explain why CRIC standards require that open link public consultation data never be combined with public opinion research.  The webinar will include case studies that highlight how public opinion research and consultation complement each other as part of an effective public consultation process.  The webinar will be led by CRIC members Jihad Melhem, President of Pivotal Research, Pallavi Goel, City of Edmonton and Margaret Brigley, CEO & Partner of Narrative Research. Margaret BrigleyCEONarrative Research Margaret is CEO & Partner of Narrative Research, a national, full-service marketing research firm headquartered in Halifax, Nova Scotia. Margaret offers clients more than 30 years of communications, marketing, and research experience in the […]

Innovative metrics from the Ehrenberg-Bass Institute, including mental availability (how often a brand is considered in buying situations) and mental advantage analysis (which buying situations a brand dominates), are revolutionizing brand growth measurement and ongoing brand health monitoring.In this presentation, Madita Brandhorst, Associate Director, Tracking Solutions at quantilope, explores how to extend these metrics beyond brand health tracking to optimize communications and ad campaigns. Madita will review today's rapidly changing media landscape and the challenges brands face in reaching audiences amidst fragmented media consumption. She will provide a deep dive into best practices for developing campaigns that increase mental availability across specific buying situations and explain how to build an ad tracker based on these new concepts and the valuable insights it can provide. ‍Key takeaways:‍ Understand how mental availability and mental advantage analysis drive brand growth by connecting your brand to specific buying situations that matter most to today's consumers. Learn what hurdles communication needs to overcome in order to be effective – and what these hurdles have to do with mental availability. Discover how to create an ad tracker based on innovative metrics, unlocking actionable insights to increase the impact of your campaigns. Madita Brandhorst Associate Director, Tracking […]