Seminar 12: “Research, Technology and Business Intelligence”

Technology advances enable market researchers to collect and store vast amounts of consumer and market data faster than ever. “Big data,” “AI,” and “machine learning” have become buzzwords in the industry. But what does it mean for market researchers?

Big data, in its simplest form, refers to a massive volume of data which can be either structured, highly organized and searchable, or unstructured, non-coded and unsearchable. Big data is typically analysed computationally using machine learning, revealing patterns, trends and associations in human behaviour and business operations. The power of big data and machine learning is the ability to conduct predictive analytics and develop models that learn from the data, identify patterns and make decisions with minimal human intervention.

Technology enables the market research industry to collect vast amounts of data in real time and predict where and how consumers and markets will evolve next. This creates major changes for the industry in the years to come.

BI BRINGS ESSENTIAL DATA TO BUSINESSES AND A SEAMLESS EXPERIENCE TO CONSUMERS

Major e-commerce companies are already harnessing the power of machine learning to analyse every consumer’s move, predict purchase behaviours, and improve the customer’s next experience. The real seamless experience will come once the consumer becomes fully comfortable with identity sharing and new purchase invitation.

Christina Kokkalou

Christina Kokkalou is the founder and Managing Director of IMR/University of Nicosia^TM, one of the leading and most acclaimed Market Research organizations in Cyprus.   With over 25 years of experience in the field of Market Research and Strategic Consultancy, she has been working with the largest organizations in Cyprus and proprietors of international brands. She is a founding member of CSR Cyprus and is certified as a Chief Sustainability Officer. She is a member of ESOMAR (European Society for Opinion and Marketing Research) and the secretary of the board of directors of SEDEAK (Cyprus Association of Opinion Poll and Market Research Enterprises).

Embracing the challenges of digital transformation and big data, she has established a Market Business Intelligence unit offering innovative and tailor-made solutions based on real time advance and predictive analytics, endorsing strategic business decisions.