Aligning to the post-pandemic shifts in market research

Aligning to the post-pandemic shifts in market research

22 Feb 2022
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Anna EstlundAnna EstlundDirector of Insights at Pernod RicardChristian KurzChristian KurzSenior Vice President, Global Streaming Research & Insights at Paramount

Currently, as Senior Vice President of Global Streaming Research and Insights at Paramount Global, Mr. Kurz oversees all consumer research and insights for Paramount’s streaming services Paramount+ and Pluto TV worldwide. His responsibilities encompass strategic research, audience understanding with a focus on marketing, content, and product insights, consumer behavior analysis, and thought leadership in media and emerging technologies.

Since joining Paramount Global in January 2011 (formerly Viacom), he has pioneered several groundbreaking initiatives that span diverse demographics globally. Notable among these are projects like “Free, Easy, FAST,” about the consumer evolution in free streaming; "Did You Watch? The Power of Talking About TV," exploring the impact of TV conversations on people's lives; "TV Matters," investigating evolving audience technology preferences; as well as audience and generational focused initiatives like "Reflecting Me: Global Representation on Screen," examining how on-screen diversity shapes societal perceptions; “The Next Normal”, a longitudinal exploration of the generational attitudes around the world and their outlooks on life; and multiple kids, youth, and Gen X, Y and Z focused thought leadership projects (e.g. “Generations”, “Kids of the World”, “The World According to Kids”, “My Teen Life”, “Gen X Today”, “The Meaning of Home”).

In addition to his role at Paramount Global, Mr. Kurz contributes to the industry as a board member of egta, the international trade body of multiplatform TV and audio businesses. His prior experience includes roles with Discovery Communications, The Walt Disney Company, and Warner Bros.

Originally from Austria, Mr. Kurz holds degrees from the Vienna University of Economics and Business, Westminster University in London, and the Chartered Institute of Marketing. Before relocating to New York, he lectured part-time at the University of London’s Birkbeck College, sharing his expertise in business, marketing, and media.

Karen LeeKaren LeeDirector of Shopper Insights at Canopy GrowthAmelia StrobelAmelia StrobelGlobal Strategic Innovation & Insights at Mars PetcareKatie GrossKatie GrossChief customer officer at Suzy

A long-time MRX veteran, Katie Gross knows the importance of bringing your consumer into every business decision. Her deep understanding of the full market research value chain stems from 18 years of international experience across every facet of the industry — working with insights agencies Mintel and Stylus to individual brands at Avilton Foods, and even within the world of programmatic survey sampling at Cint and Toluna. Now in her role as Chief Client Officer, she manages the Sales, CS, and Market Research Center of Excellence teams to provide best-in-class customer service for Suzy’s impressive roster of enterprise clients.

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Description

The consequences of COVID-19 have hastened advances in market research's digitalisation. That's not all, though. Leaders in market research and insight discuss the obstacles they faced and the adjustments they underwent during and post-pandemic periods.

Table Of Contents

Going virtual
All organisations, large or small, must accelerate their digital adoption and alter their processes to provide their clientele with the experience they want and a more precise picture of changing customer behaviour.
New ways of thinking
As a result of the pandemic's impact on consumer research, insight professionals needed to develop new approaches to understand changing customer behaviours better. Instead of in-store research, Lee outlined the contemporary tactics they began to apply.
Speed, speed, speed
In times of crisis, the decision-making capacity of market research and consumer intelligence is even more valuable. However, in today's world, research must be done quickly to maintain its worth. Gross shares her experience on how the industry evolved, and speed became a critical component of success.
Focusing on agility
During the epidemic, product testing was challenging for market researchers. Companies began to replace face-to-face research with DIY research solutions for their clientele. Strobel emphasises Mars Petcare's agility and how it explored new ways that it wouldn't have needed if the epidemic hadn't struck.
Prioritisation
Working from home may sound attractive, but if you can't prioritise your to-do list effectively, it becomes a challenge. As an insight leader, Estlund highlights the significance of establishing the added value of each assignment for market researchers.
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