Hearing Voices in the Numbers: An Integration Story
 		September 24, 2009 
Presenters:
Patricia Graham, Chief Marketing Officer, Knowledge Networks,
John Williamson, Chief Executive Officer, QualVu
Anna Carbonara, Moderator, American Marketing Association		 
 
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Description:

 
To effectively track and improve the health of our brands, we must deal with a flood of quantitative data: Numbers, tables and charts – all labeled “consumer centric information.” At the same time, we run qualitative focus groups to further enhance our intelligence, and those efforts also yield even more PowerPoint slides and data.

Why can’t we elegantly merge the quant and qual data into a seamlessly integrated experience – bridging that data gap in ways that effectively deliver both the statistics and the voice of the customer to bring forth analysis that is optimally relevant to marketing?

Our webinar will guide you through cases that uniquely merge quantitative results with rich video-based consumer insights. Directly from within the online survey, consumers are able to instantly share their stories, emotions and stream-of-consciousness thoughts that make your key segments tick. The days of lifeless quant data are gone!

Knowledge Networks and QualVu will provide you with essential guidelines for integrated Quant-Qual survey deployment and reporting including:
  • The ability to make quantitative respondents "real" to marketers
  • vibrant, unstructured or stream-of-consciousness responses that take quantitative surveys to a whole new level of richness
  • direct tie to within-survey quantitative findings
  • geographic dispersion
  • integrated analysis and reporting
  • lower cost than traditional focus groups
Who should attend:
  • CMOs
  • Marketing VPs
  • Marketing and strategy executives
  • Market researchers
  • Brand managers
  • Product managers