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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.   In this webinar we will discuss:   Marketing Mix Modeling (MMM) has transformed from a static, backward-looking tool into a dynamic, always-on system that leverages a unified framework to answer critical business questions. Modern MMM goes beyond marketing performance, delivering a full commercial view by integrating key business drivers and enabling strategic decisions across the organization. Join Ipsos MMA SVP, Brian Lange, who shares the industry’s journey of reimagining measurement to unlock deeper insights and drive growth.   Learning outcomes   Discover how modern MMM combines machine learning and business driver analysis to deliver a comprehensive commercial view.  Learn how today’s MMM answers strategic questions across marketing, sales, and operations in a privacy-safe manner.  Gain insights […]

Quality data is crucial for ensuring the insights that businesses and organizations depend on are reliable. As the threat to data quality continues to rise, it is essential that clients, agencies and sample providers are working together to ensure the highest quality data. In this interactive session, Greg Matheson, Margaret Brigley, and Margaret Tso, will review the ongoing and emerging risks to data quality. They will also share key recommendations from the CRIC Clients’ Guide to Data Quality in Online Research. The guide was designed to increase clients’ understanding of the online research process from sample selection to fieldwork and to help clients make decisions that result in high quality data. The guide is CRIC’s first contribution to the Global Data Qualitative, a global alliance to champion data quality in market research. Presented by:   Margaret Brigley CEO, Narrative 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 private, non-profit, and public sectors. Her research expertise includes both qualitative and quantitative methods. She is a professionally trained focus group moderator and has worked with a […]

Most insights teams will know that brand health trackers can be rigid, non-actionable, and inefficient. But brands now have the opportunity to gather actionable insights with a new tracking framework, introduced last year by Professor Jenni Romaniuk of the Ehrenberg-Bass Institute of Marketing Science, in her book, Better Brand Health. Join quantilope's tracking expert, Madita Brandhorst, for a deep dive into Better Brand Health tracking, covering everything you need to know about it and two key analyses included in the framework: Mental Availability and Mental Advantage Analysis. ‍Madita will also share exclusive learnings from two years of quantilope's Better Brand Health tracking studies across diverse markets and categories, including compelling data on the correlation between mental availability and real-world sales growth. ‍Whether you're a seasoned researcher or new to the concept of mental availability, this session will equip you with all you need to know about Better Brand Health tracking and how you can implement it to drive actionable insights from your trackers.   Speaker: Madita Brandhorst Senior Tracking Lead, quantilope Madita combines her background in psychology (M.Sc.) with 10 years of market research expertise to generate deep and strategic insights. She started her career at Ipsos, running traditional brand […]