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Marketing/Wimbledon Week

in Market Research

During the last week of June, we exhibited for the second consecutive year at the Insight Show. The leading trade fair for the market research industry is part of Marketing Week Live held this year in the Grand Hall at London’s Olympia.

Given that Wimbledon was in full swing during the exhibition, our stand had a tennis theme this year. Strawberries and cream were snapped up quickly by visitors wanting to cool off during the warm afternoons on both days.

We had a fantastic time catching up with all our clients, most of whom were out in force, lured by the Research Party! Some of the main talking points were:

Online communities – we exhibited next to VisionsLive who demonstrated their technology platform for running online qualitative groups. We have been working with VisionsLive to help their clients overcome the language barrier in international research. Utilising our vast pool of interpreters means that together we can set-up online groups in any language anywhere in the world within a matter of days. Clients listen to a Language Connect interpreter on a separate audio feed so that they can follow the group’s comments in real-time.

The solution attracted a lot of attention, not least from seasoned qual researchers who finally admitted that “the online solution did seem to have something going for it”.

Respondent engagement was another key theme. Vendors such as Ugam Research and Toluna introduced their online platforms which aim to improve respondent engagement through easier and more intuitive user interfaces. An interesting sub-sect to this theme is mobile data collection. We have been watching this space closely since the mobile platform is predicted to have a major effect on respondent engagement.

International expansion was on the agenda for several exhibitors. We met several exhibitors that are based outside the UK such as uSamp, which announced its expansion in Europe, SIS Research from NYC, plus field services firms from Bulgaria and other parts of Eastern Europe.

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The Insight Show was noticeably busier this year with footfall up 30% on last year. From the conversations we had it seems that research and consumer insight are moving up marketeers priority lists. One potential explanation for this is social media which is bringing brands closer to their consumers. Online user-generated content is growing at an explosive rate particularly in developing markets such as the BRIC countries. There’s a tremendous opportunity for brands to interact with large audiences at much lower cost per impression than traditional marketing.

The improved economics make marketing via social media a compelling option for companies wishing to expand or develop their presence in overseas markets. Through Language Connect’s first-hand experience, we can help your company understand the international social media environment, translate and publish content and listen to what consumers have to say in other languages. For more information, please contact us at [email protected] You can also follow us on Twitter for news on international social media.



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