Emerging Technologies Research Showcase – MRA Batch of 2022
Algonquin College’s Marketing Research and Analysis (MRA) program is a CAIP recommended graduate certificate program. The graduating students of Algonquin College’s Marketing Research and Analysis (MRA) program are presenting four emerging techniques in Marketing Research and Public Opinion Research in groups. The following session was moderated by Ric Hobbs, Professor of Emerging Techniques and Nat Stone, FCRIC, CAIP, Program Coordinator at the MRA.
Access the full day’s play-back video below:
About this event
Thursday, April 14 , 10:00 AM to 12 PM ET
“We tend to overestimate the impact of technology in the short run and under estimate it in the long run.”
Moderated by Ric Hobbs, Professor of Emerging Techniques in Marketing Research
MRA Program Coordinator Nat Stone, FCRIC, CAIP
Emerging techniques and technologies are changing the face of marketing and public opinion research. If you had seen a presentation in 2006 on where social media was going to take us: could you have imagined the consequences?
Detailed Agenda for the Day
10:00 AM – Welcome
Program Advisory Committee Member Arundati Dandapani, Chief Operating Officer, Certified Analytics and Insights Professionals of Canada (CAIP-PAIM) & Chief Editor & Intelligence Officer (CIO), Canadian Research Insights Council (CRIC)
10:05 AM – 10:10 AM – Welcome
Ric Hobbs, Professor of Emerging Techniques in Marketing Research
10:10 AM – 10:30 AM – Presenters Stefanie Ray; Natalie Cototorres; Arbaaz Jeena
Emerging Technology + Neuromarketing = A FUN-tastic research
Neuromarketing is a BIG topic. Before we go any further, a question for you: do you feel parched when you see a Coca-Cola commercial? No matter what you are doing, do you feel the need to go out and buy a Coca-Cola drink? Well, that’s the power of neuromarketing research. The marketing research industry has developed many ways of understanding psychographics and human behaviour. Neuromarketing research uses high-quality data and is capable of evaluating if a person is engaging in a certain environment or stimulus. Get ready for a fun-tastic time
10:30 AM – 10:35 AM – Q-A with Neuromarketing Research Presenters
10:35 AM – 10:55 AM – Presenters- Peter Giles; Malak Seoudi; Mulugeta Hadis; Serin Hendriques
Facial recognition – more relevant ads delivered in real-time
Identify, attract, and leverage nearby foot traffic to convert to sales opportunities. First, the built-in camera uses facial recognition software to identify passers-by. Once a face is registered it applies the 21-point facial feature model and determines the relevant demographics. Using eye tracking and facial expression analysis, the advertisements can change to better tailor to the person’s reactions. Identify a target and analyse its reaction to various stimuli, as well as their perception of these stimuli in order to create or direct the target towards advertisements that are tailored to their interests and emotions.
10:55 AM – 11:00 AM Q-A with Facial Recognition Presenters
11:00 AM – 11:20 AM – Presenters – Janelle Deslauriers; Funto Oyebolu; Debora Araujo; Yagynash Sindhwani; Mumtaz Ahmad
Understanding the Structure of Relationships within Social Networks
How do relationship networks influence behaviour? Business-to-business, social networks, relationship with consumer communities, social media attraction in communities and others are key influencers of behaviour. Network analysis is an emerging instrument that helps marketing researchers answer questions such as:
● How did you hear about this product?
● Would you recommend this product?
● Do you follow us on social media?
Network analysis creates an opportunity to tap into the networks based on these answers and dive deeper into what might motivate consumers or what different networks or social realms are important.
11:20 AM – 11:25 AM – Q-A with Social Networks
11:25 AM – 11:45 AM – Group 4 – Samantha McLellan, Ruchika Parikh, Neeti, Ganesh Gandhikumar
Sentiment Analysis Using Natural Language Processing
There is too much content on social media to analyze without the assistance of technology. Natural language processing, or NLP, is a branch of artificial intelligence and computer science which is able to analyze language. As the number of posts on social media has increased dramatically over the last few years, more social media users are sharing their opinions towards different brands and topics. However, there can be thousands, if not millions of posts on a particular topic. To make sense of it sentiment analysis and NLP are able to look at the opinions expressed and what emotion is being communicated to generate a quick score card of positive and neutral reactions.
11: 45 AM – 11:50 AM – Q-A with Natural Language Processing Presenters
11:50 AM – 11: 55 AM – Ric Hobbs Concluding words
11:55 AM – 12:00 PM – Arundati Dandapani Concluding words