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WIN Conference in Stockholm:

Agility: The 4th Dimension of Market Research

Besides validity, reliability, and objectivity, agility as a fourth dimension is of essential importance in project management. In order to share best practice cases, WIN’s Western European member institutes met for their „WE WIN Conference“ in Stockholm from 15 to 16 March 2018.

With members in more than 50 countries, WIN is one of the largest networks of independent market research institutes worldwide. Produkt + Markt is its exclusive German member. The WIN network sees itself as a powerful alternative to the global chains of institutes: flexible, customer-centric, and with a good cost-performance ratio. However, this also requires the exchange and networking between members on important topics.

The participants from Sweden, Denmark, Finland, Ireland, UK, Germany, the Netherlands, France, Italy, and Greece gave each other important insights into international projects, talked about business ideas, tools and their experiences. The programme of the conference included joint workshops on visualisation tools, artificial intelligence, segmentation and social media analysis. For example, Valeria Reda of Doxa (Italy) presented a tool which can be used to evaluate the suitability of influencers for specific brands. The tool analyses the language used in videos and comments and thus identifies influencers who communicate in a „brand-compliant“ manner.

Characterised by agility, exchange and collaboration will become even more intensive and common place in the future. Julia Koch from Produkt + Markt and Magali Peria from BVA (France) together presented the newly developed intranet for WIN members: On a specially developed platform, members are now able to talk about new methods and approaches, share inspiring ideas, and work on projects together.

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