The 7th China Marketing and Market Research Summit was hosted by CMRA on October 26th-28th. More than 300 employees communicated and interacted with each other inside and outside the venue. InsightWorks attended the summit and gave a speech with the topic of “PowerTest: Using automated research technology to help small-and-medium-sized enterprises make smart decisions ”. Renowned scholars, marketing specialists, big shots from different enterprises gathered together and brought us the latest information about technology, cases and thoughts.

The theme of this summit is “Insight Week”. We now have the possibility to acquire more data and information than ever thanks to the burgeoning technology. But how to transform all these data into actionable insight and return to humanity itself is the real challenge, thus to move forward.

Let’s go back to the topic “Insight” and look at some of trends in industry.

Panel still matters: The combination of multiple technical means helps to get more information

The consultation of panel is still a primary focus in our booth. The superiority of mobile phone panel has already highlighted. It receives praise from existing clients and interest from the new clients. Mobile phone can touch many more young people who prefer to use mobile devices and it helps provide solutions about major client’s most concern——young people’s  attitude.

A presentation named ”Measurements of social advertisements effectiveness” made by Peizi Li (Director of marketing, Tencent) mentioned a case which happens to use InsightWorks’s mobile panel and mobile data monitoring technology. We believe the integration of big and small data provides strong support for intelligent and actionable insights.    

Customer requirements are changing unexpectedly, research and execution companies are adjusting accordingly.

Customer requirements are changing everyday and the speed, extent and depth are beyond imagination. New technologies are adopted widely and quickly, whether they like it or not, research and execution companies have to take measures to deal with the changes.

One-month research cycle and “wants to know everything” proposition are out of time. The clients want the insight/solution ASAP.

Denyse Drummond-Dunn, one of the World’s 10 best counselors, emphasizes many times in his <From insight to practice——world’s best practice> that instead of asking many questions in one questionnaire, she’d rather make the questionnaire short and brief but more frequently to obtain young people’s true opinion.

InsightWorks CEO Bill Zuo also introduced our active explore in how to get quick insights. SaaS like PowerTest which is a productization of customized research has the ability to reduce the 1-month market research to a few days, even 12 hours if we get lucky.