Jul 24, 2006
ESOMAR 1: Improving Forecasting Accuracy
EXCLUSIVE As official podcaster to the upcoming ESOMAR conference, we’ve secured some exclusive and meaty previews. Kindly hosted by Mark Whiting, Director of Marketing Intelligence Services, Moët Hennessy, and Program Committee Chairman, this is the first of four previews and focuses on improving foresight accuracy
STARRING
- Dr. Howard Moskowitz, Moskowitz Jacobs
Stock Market Prediction - Fiona Blades, MESH Planning Tools
Using Mobiles to Improve the Accuracy of Marcomms RoI - Thomas Perry, Oliver Tabino, SINUS Sociovision
A Sensitive Approach to Screening Future Innovation - Mark Whiting, Moët Hennessy (Host)
Learn more about ESOMAR CONGRESS ‘06
THANKS
A huge thanks to Mark Whiting, his guests, and to Véronique Jeannin, director general of ESOMAR, and her team for their help in producing these podcasts.
TIMELINE [36m41s]
00m00s Introduction by Véronique Jeannin, Director General of ESOMAR.
Stock Market Prediction (Dr. Howard Moskowitz).
01m29s Introduction.
02m43s Motivation.
03m16s Approach.
05m28s Validation.
05m55s Key challenges.
06m59s Commercial applications.
07m35s Competing approaches.
08m25s Overcoming the challenges.
09m09s The benefits of Howard’s unconventional background.
10m00s Is MR-driven foresight getting more accurate?
10m38s Drawing inspiration from James Surowiecki’s ‘The Wisdom of Crowds’.
11m10s Other sources of inspiration.
11m48s Other aspects being covered at Congress.
Using Mobiles to Improve the Accuracy of Marcomms RoI (Fiona Blades).
13m00s Introduction & motivation.
14m22s Approach and benefits.
17m25s Potential limitations.
18m07s Length of texting period.
18m45s Improvements to WoM measurement.
20m41s Importance of the post-interview.
21m35s The importance of context in marcomms.
22m06s How the technique improves accuracy.
24m08s The potential for under-reporting.
A Sensitive Approach to Screening Future Innovation (Thomas Perry and Oliver Tabino).
25m33s Introduction.
26m19s Approach and benefits.
27m00s The core psychographic segmentation.
28m14s Using ethnography to aid with long term forecasting.
29m08s Making the findings meaningful to client Deutsche Telekom.
30m44s Major decisions that have been taken using the system.
31m33s The risk of killing off good products/ideas.
33m09s The use of early adopters in forecasting.
34m06s Aspects being covered at Congress.
34m36s Validation.
Music Theatrimus from the PMN
Series:Events Series:ESOMAR Series:Congress06
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