John Cripps, Ph.D.

Losing survey respondent interest early on can have serious consequences, impacting the quality of responses. One of the worst things a market researcher can do is bore a survey taker, potentially leading to false conclusions. To keep them engaged, consider these tips: - Inform them of the number of questions upfront - Maintain a format that is straightforward but not overly simplistic (avoid true/false & yes/no) - Share the results with them; everyone appreciates seeing their POV! Remember, if you offer an incentive, clearly tell them! Keeping respondents engaged is key to obtaining valuable insights. #MarketResearch #SurveyTips

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Here is a great new free text processing tool from #NewMR sponsor yasna https://lnkd.in/eEbfawpH Yasna.ai has released a free tool to simplify the analysis of open-ended survey responses and customer reviews, making it easier for researchers to extract insights from unstructured qualitative data. The tool is powered by Yasna.ai’s advanced analytics engine, designed to handle the complexities of text analysis with speed and accuracy. It automates processes like coding, percentage calculations, summarization, and provides results in just minutes. Marat Sustavov, Tanya Berlina

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There are multiple sources of Insights and Analytics in most big companies. It's not just consumer insights that are guiding executive decision makers, which sometimes leads to faulty inferences and less-than-ideal actions. AI has only compounded this problem. That's why Ipsos’ broad suite of AI tools is anchored in insights from real people and vetted by subject matter specialists - powering Insights professionals to channel the authoritative voice of the consumer, faster and more effectively than ever before. https://lnkd.in/gs_7RZHC Ipsos: Trusted. Global. Innovative. Fast. Flexible. #ipsosmovesfaster

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Brands are still in the midst of figuring out how to best integrate #AI into their day to day business. In this @Business Reporter article, my colleague @Eda Cetinok dives into Ipsos’ GET.AI framework that helps organizations prepare for AI adoption. Check it out: https://lnkd.in/gdDAVKW5

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More from our series of analytic highlights of May! Let me know what you think!

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Recommending the book Decision-Driven Analytics by Bart De Langhe and Stefano Puntoni and The Wharton School Press. It focuses on the gap between decision-makers and data analysts, and the dissatisfaction many currently have with the ROI in analytics. Easy read with real world examples and suggestions. Makes a compelling case that decisions shouldn't be data driven, but instead data analysts should be decision driven.

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When I read a book that educates and inspires business success, I have to share it with other people. Today, that book is by Brett Townsend and Tim Hoskins and is called, “Insights on the Brink: Revitalizing the Market Research and Analytics Industry.” The struggle it addresses is summarized with this quote: “Consumer insights is, almost without exception, classified as nonworking dollars, meaning that we’re considered a cost center instead of a revenue-generating part of the business. So from the get-go, we’re fighting an uphill battle to prove our value.” Many of the concepts resonated deeply with my real-world experience, deeply held beliefs, and lifelong passion. Research insights, analytics, and collaboration are the foundation for driving business impact. We hold the key to unlocking opportunities for change, growth, and transformation—yet we often resist the changes needed to fully unleash that potential. Insights on the Brink challenges the traditional mindsets and practices of our industry, urging us to rethink how we approach our work. It offers fresh ideas and innovative methods that help us achieve the meaningful impact we strive for but don’t always attain. Here are a few excerpts that truly resonated with me. Every time I re-read them, I find myself internally shouting, "YES! This is spot on!" • “If you can’t tell me your story in three slides, you don’t have a story.” • “I don’t need to know everything you know; I just need to know what I need to know.” • “The most successful projects are the ones where the client and agency go on the journey together.” • “And further, the agency role should not end with a report, but should follow through on implications and strategy.” • “It’s not about methodologies: We need to give ourselves permission to break free from methodology and inconsequential data and flip our mindset to focus on outcomes so we can play a more powerful role.” I invite you to get the book and discover how it inspires new thinking and actions that can make a real difference for you! Kudos to Brett Townsend and Tim Hoskins for this remarkable book! https://lnkd.in/g5Pmya_6 #MRX #Insights #ConsumerInsight #CustomerInsight #MarketResearch #MarketingResearch #BusinessImpact

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If you missed my ESOMAR talk on AI and its implications for the Market Research industry, you can view it here: https://bit.ly/3NhReLT (registration required but it's free).

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In CPG, researchers often use scanner and panel data, with existing share estimates that make even minor share shifts significant. I just wrote a list of issues in understanding choices in CPG and the unique challenges compared to other categories, including… 1. Measuring Volume In CPG, understanding both the choice of product and the quantity purchased is crucial. However, standard methods for including quantity in choice models often fall short. 2. Multiple Sizes and Pack Counts CPG products come in a variety of sizes and counts, driven by marketing strategies. This variety affects patterns of competition and cannibalization, as well as price sensitivity measurement. 3. Multiple Categories CPG products are usually bought alongside others, unlike one-off purchases like cars. This raises the question of whether choices in one category are related to choices in another. 4. Choice of Where to Buy The decision of what to buy can depend on where it is purchased—whether it’s an outlet, an aisle, or online. CPG products are often available both in-store and online, adding another layer of complexity to modeling choices. A simpler approach works well for one-time, single-unit, same size purchases, but CPG products are purchased repeatedly, in different sizes and counts, and for different occasions. Therefore, CPG choice modeling involves not only the selection of a brand but also the choice of package size, count, price, and affordability, which are interdependent and affect consumer decisions For the full list of key issues in CPG research, check out the guide linked in the comments. #cpg #choicemodeling

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I've also been conducting B2B surveys for many years and am not surprised by the pain points real respondents have shared. Too often, clients push back when you tell them that they can't just keep adding questions and length becomes an issue. However, I have worked with some folks who appreciate the dilemma we face. One potential solution is to split samples for some questions (especially the long grids) with half the sample getting one half of the list and half getting the other. This tends to have less impact on the analysis than one would think. Also, avoiding a lot of personally identifying information should be a no brainer and often adds little value to the analysis.

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Are you considering ways to harness the power of #AI in your business? If so, you’re not alone. In this Business Reporter article, Eda Cetinok dives into Ipsos’ GET.AI framework that helps organizations prepare for AI adoption. Check it out: https://lnkd.in/gz3ZRBcG

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Why is video the future of #B2B marketing? 📈 Merkle's Sonya Hand and other execs reveal how video is helping brands break through the noise and connect with decision-makers in new ways. Explore the full discussion in The Drum: https://bit.ly/3XdzgPf

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Join us tomorrow as we talk about human-centric storytelling in the age of AI. https://lnkd.in/g_af8E9G Storytelling alone isn’t enough anymore: today’s leaders demand, stories that persuade and influence business decisions. Insights professionals tell us that the stories Ipsos tells – particularly those with personal references – stick much more than percentages and numbers. And those stories are what persuade and drive leadership to act. This must-attend session focuses on our diversified set of qualitative research solutions. https://lnkd.in/gBvTdGzQ Heather Carruthers Tessa Jones Amanda Blanton

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Many people are talking about how LLMs can't count the number of r's in "strawberry." Most people say it's because LLMs aren't good at math, but that's not the issue. To understand the issue, you need to understand how LLMs work and how the internals interact with the task at hand, which comes down to: 1. Tokenization (how LLMs interpret words) 2. Training data -- Tokenization -- LLMs break words down into tokens. Tokens are small words or parts of larger words, but importantly, they're usually not broken up by letters. Why does this matter? It means they just see a word like strawberry as a single unit as opposed to the letters that make up the word, like we see it. This is efficient for processing (and efficient for training the model). See the screenshot below using the GPT-4 tokenizer. Interestingly, strawberry is a single token when there is a space before it (most of the time) and it is broken into multiple sub-tokens when it either starts a sentence or when a quote comes before it. This tokenization quirk would likely add to its confusion slightly and may be partly why strawberry is picked on. "Blueberry," on the other hand, is broken into "blue" and "berry" tokens in both cases. -- Training data -- It still knows "strawberry" is a compound word made up of the words "straw" and "berry" because that would be in its training data many times (one of those things that just comes up in conversation). But there are too many combinations of words and letters for all combinations to be in the training data enough for LLMs to learn it. Note that LLMs still count the letters in many words accurately; that's because they do have some examples in their training data, and they're pretty good at pattern matching to generalize this to other words.

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I am delighted to share an enlightening article from Insight250 CEO Crispin Beale on the insight trends beyond AI. AI is dominating our conversation at the moment, so it is useful to remember the real issues that are impacting on our industry and effecting clients' businesses. I was particularly pleased to see Sir Martin Sorrell's perspective on the vital importance of measurement. At a time when CMOs are under increasing pressure to measure the impact of activity, the traditional metrics we have used for decades, like Share of Voice and Media Reach are eroding in their usefulness. When Crispin contacted me, I shared with him a Google Trend chart on search for Share of Voice (SOV) versus Share of Experience (SOE) - which he has kindly included - and was interested to see how SOE has been growing in popularity. Back in 2014 Keith Weed (CMO, Unilever at the time), wrote in an HBR article with other colleagues "we believe that the most important marketing metric will soon change from "share of wallet" or "share of voice" to "share of experience."" We are finding Share of Experience to be a superhero metric that has an extremely strong correlation with market share, and is helping clients to shine a light on how present their brand is in a real world context. I would love to hear more about marketing metric challenges that people are facing and the solutions that are helping them to address these. Brian Jacobs Karen Fraser MBE Renee Wynn Dana DiGregorio Clare Lawson Karen Nelson-Field PhD Jet Cooke David VanderWaal Pete Markey You are all people who's views I value enormously! #marketingmetrics #ShareofExperience #SOE #marketingeffectiveness

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Data is everywhere, but true impact comes from how you use it. In this episode of Data Gurus, Brett Townsend, SVP of Strategy of Quester, talks about the importance of transforming data into actionable strategies. It’s not just about the data that you have, it’s what you do with that data that counts. To discover the magic of turning data into a catalyst for success, click the link below and listen to my conversation with Brett Townsend and Tim Hoskins of Quester. #Analytics #MA #Data #Strategy #Innovation #Acquisitions #MRX #Restech

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