Future Proof

How much would you tell a chatbot? Tara Prabhakar interviews David Wright and Karlien Kriegler, innovation specialists at Kantar, about the work they’ve been doing around conversational AI and the fascinating results of some client projects in this space. Describing the (fast) evolution of chatbots, David and Karlien explain how new approaches to research – featuring chat, AI, natural language processing and some human insight – can bring together the best of qualitative and quantitative research methods, and gives us richer insights into consumer behaviour, sentiment and reasoning. What’s the right persona? Why does context matter? How do you get the right balance of friendly and probing? And what’s next? Hosted on Acast. See acast.com/privacy for more information.

How do you create content that people really need, and want to read? The smartest route is to start with search data, and use the insights to write engaging evergreen articles. This is what Sergey Lesnikov, Senior Global Digital Marketing & Ecommerce Manager at Philips, did with his team and partners Mavens of London in order to create the Male Grooming Experience Center, a digital hub for useful content around male grooming. Tara Prabakhar asks Sergey what inspired the idea, how it was done, what made it so successful, and the role of AI in the future. Hosted on Acast. See acast.com/privacy for more information.

Host Professor Andrew Stephen chats to Jane Ostler, Daren Poole and Andy Brown, media and creative experts from Kantar, to find out what the coronavirus means for media and advertising. What happens if brands stop advertising? How are our consumption habits changing? And what makes a good piece of creative at this time?  Hosted on Acast. See acast.com/privacy for more information.

How do you measure the conversation around your brand, and what can you do with that information? Walker Smith talks to Ed Keller, CEO of Engagement Labs and Kevin Moeller, Head of Media Insights & Analytics, PepsiCo North America, about the role of word-of-mouth marketing, the importance of measuring both online and offline conversation (and how you can do that) and the applications of these insights. How do you separate the signals from the noise? How can positive (and negative) conversation about your brand or product feed into your strategy? And can you put a dollar value on word of mouth, and show its impact on ROI? Please note: This episode was recorded prior to the COVID-19 pandemic.  Hosted on Acast. See acast.com/privacy for more information.

As the pandemic changes how people deal with businesses (and each other), Walker Smith and Barbara Cador discuss the possible responses when it comes to customer experience, particularly in the banking sector, as people worry more about their financial situation. Will this speed up digital transformation in financial services, or reinforce the importance of a human touch? What differences and similarities are we seeing in various markets around the world when it comes to consumer needs and preferences? And how will this change our relationships with banks, and our feelings about the ways they use our data? Hosted on Acast. See acast.com/privacy for more information.

Data from years of Kantar and BrandZ research indicates clearly that the best way to survive an economic downturn (and to bounce back more quickly when it's over) is to have a strong brand. But what does that mean? How can you achieve it? Does purpose play a part? And what can brands do right now to ensure that they remain salient and meaningfully different? Chief Global Analyst Nigel Hollis and Head of Research for BrandZ Martin Guerrieria tell Jane and Felipe what matters most at a time like this... and it certainly isn't cutting prices. Hosted on Acast. See acast.com/privacy for more information.

The spread of coronavirus is disrupting brands from every industry, across the world. But we’ve been through disruption before, says Walker Smith, Chief Knowledge Officer at Kantar, and can learn some lessons from the past. We can also learn from China, where research shows the promise for certain categories, channels and marketing strategies, in the face of this global pandemic. Oceanne Zhang, Director of Consulting at Kantar in China, talks us through some of her team’s findings: new consumer attitudes and mindsets, product innovation by the more agile businesses, and creative approaches to retail. They discuss the importance of staying close to customer needs, building relationships, and the areas your brand should be focused on if it wants to see growth in the longer term. Hosted by Felipe Thomaz, Associate Professor of Marketing, Saïd Business School Hosted on Acast. See acast.com/privacy for more information.

As the pandemic changes lives across the world, how are healthcare systems responding? Where are consumers going for information and advice, and what does that mean for the future of delivering health and aftercare services globally? We ask Jade Cusick, Oliver Bone and Julia Liu to share their insights from the US, Europe and of course China, to see where the challenges and opportunities are emerging. Hosted on Acast. See acast.com/privacy for more information.

What has happened to sales in supermarkets? Are patterns emerging in different countries across the world? And what should we expect to see next, when it comes to retail and consumption habits? Fraser McKevitt speaks to Jason Yu and Ray Gaul to get perspectives from China, Europe, and the UK, and to discuss what trends Kantar has spotted in sales, usage and retail approaches. Hosted on Acast. See acast.com/privacy for more information.

People are desperate for more sustainable transport choices – and are keen to change how they get around cities, as long as they feel safe and have some flexibility. That’s where Cyclo Technology’s new innovation could be helpful: a 'packable' helmet for the urban rider, made from reclaimed plastic that will make hiring a bike or commuting on your own a lot more appealing. How have they tackled customer research and product development? What is possible when it comes to creating a sustainable supply chain? What can bigger brands learn from startups? And what else is happening in urban mobility to help us all make more sustainable choices? Hosted on Acast. See acast.com/privacy for more information.