The right tools for the right job
The world is awash with text, audio, image, and video data, and the ability to gather and analyse it continues to grow exponentially. It's becoming essential to use tools and service providers to help make sense of it. Just as the data is growing exponentially, so are the tools and services to help you collect and analyse it.
Our guidance document helps you navigate through the noise. Our briefing questions make your buying process easier by pointing out the questions you must ask to ensure you're getting the right tool or service for your project. Not every tool are suitable for all project. Therefore the guide helps you to make sure you understand the advantages of the tools on offer.
These briefing questions help buyers:
Better understand the tools and services that are being offered,
Ensure that what they receive is in line with their expectations,
Provide more comparable metrics to support the purchasing decision.
Helping service and tool providers
Providers of such tools and services can use this document to:
Post their own answers to these briefing questions online to increase transparency,
Enable buyers to compare services of different suppliers better.
An international project team of experts
The briefing questions were crafted by international experts in the field who provide these solutions and work with buyers on their projects featuring unstructured data. They've worked to ensure you get the right start on any project involving collecting and analysing unstructured data sets.
Reg is the North American Regional Ambassador for ESOMAR, the global voice of the data, research and insights community. He also serves as a consultant to ESOMAR's Professional Standards Committee.
Previous to his work with ESOMAR, he was Executive Director of the Marketing Research Institute International (MRII). Prior to his retirement from full-time work in 2012, Reg was President and Chief Operating Officer of Market Strategies International, a US-based custom research and analytics company. Before joining Market Strategies in 1995, he served as Vice President of Research Services for NORC at the University of Chicago.
Throughout his career, Reg focused on the methodological and operational implications of new data technologies. He writes and presents on these and related topics to diverse national and international audiences and blogs off and on as “The Survey Geek.”
Michalis MichaelESOMAR Individual Member, Chief Executive Officer at Digital MR
Michalis is the founder and CEO of London headquartered DigitalMR, and a thought leader on the future of market research, social listening & analytics, text & image analytics and online communities for co-creation and insights. A graduate of T.U. Berlin in aerospace engineering, he received his business training through courses at Harvard Business School and LBS.
Michalis has been in marketing research consulting since 1991, working in numerous countries including Cyprus, Germany, Hungary, Poland, USA and now the UK.
Joaquim BretchaESOMAR Individual Member, International Director at Netquest
Joaquim Bretcha is ex-officio President of ESOMAR and an Economist at the Universitat Autònoma de Barcelona. A current ESOMAR Council member, he has created and expanded the International Business Unit at Netquest since 2010. Both responsibilities give him the ability to stay permanently in touch with the international community of market research andstay tuned to the latest market developments.
Previously, he has served as Director of Marketing and Purchases at Auchan supermarkets in Spain, Retail Director at Kantar Worldpanel Spain and Merchandising Director at Carrefour supermarkets in Spain. Most recently he has co-founded the NGO “Health us Nepal” to bring health to the remote region of Humla and has had the experience of being a TEDx Talker in England.
Francesco D’OrazioCo-Founder and Chief Executive Officer at Pulsar
Francesco D'Orazio is the founder of Pulsar, a social intelligence platform that’s re-inventing social media monitoring, customer service and enterprise collaboration.
He is also the founder of Myrl.com a social networking platform for the Metaverse and ConnectingWorlds.net, a blog about online worlds and their growing interaction with mirror worlds, lifelogging and augmented reality. As a digital strategy consultant he manages projects about WOM and Buzz marketing, social media analysis and immersive experiences design. He holds a Ph.D. in Media Studies and Sociology.
His research has been mainly focusing on immersive communication from a social, historical and semiotic perspective. He writes and lectures on immersive communication, online social networking, media-art, virtual worlds and buzz marketing. He is currently lecturer at the IULM University in Milan and he is Senior Fellow at The McLuhan Centre for Culture and Technology, University of Toronto.
Seth Grimes is a leading industry analyst covering natural language processing (NLP), text analytics, and sentiment analysis technologies and their business applications.
He consults on product and market strategy to start-ups and established software companies and for investors on technology and market developments.
Seth founded Washington DC based Alta Plana Corporation, an information technology strategy consultancy, in 1997. He created and organizes the London CX Emotion conference and the Emotion AI Conference in New York. He organized the Sentiment Analysis Symposium from 2010 to 2018 and LT-Accelerate in Brussels (2014-6) and was founding chair of the Text Analytics Summit (2005-13). Seth consults, writes, and speaks on business intelligence, data management and analysis systems, text mining, visualization, and related topics.
Jan KringelsHead of Global Net Promoter Programme at Vodafone
Jan Kringels is responsible for Vodafone’s NPS programme worldwide at Vodafone. He works with senior management enabling them to identify critical areas of the customer journey and to take action to improve the customer experience. As part of his role he spearheads deep-dive analyses to understand what determines and drives customer experience and loyalty. He participated in the launch of the Medallia Software-as-a-Service solution to realise cost efficiencies and to provide easy data access for frontline staff so that the loop can be closed effectively with corporate customers
Prior to working for Vodafone, Jan has held roles in research agencies including Lycos, Deutscher Herold, and RMM.
Annelies VerhaegheESOMAR Individual Member, Managing Partner and Head of Platform Innovation at InSites Consulting
Annelies is a Managing Partner at InSites Consulting. She currently holds a double role. As division manager of InSites Timisoara (Romania), she is in charge of the set up and day to day management of the division.
As a ForwaR&D lab manager, she is responsible for innovation and the InSites portfolio for the whole group. In the past, she has been closely involved in the development of new listening and engagement research solutions like social media netnography, multimedia ethnography and text analytics.
She has a passion for insightment trajects and the fuzzy front end of innovation. She is a regular speaker at conferences (ESOMAR, MRS, MOA, baqmar) and she has been published several articles in trade & academic market research journals.
Michelle Roseman-TurnerVice-President of Product Strategy at Stratifyd
Michelle Roseman-Turner is Vice-President of Product Strategy at Stratifyd is a customer analytics platform powered by AI that provides unified data analytics to companies worldwide.
Previously, she worked as Director of Product Management at MaritzCX. She has spent her career dreaming up, developing, and launching products that customers can't live without. As a former engineer, her passion is sitting in front of a blank white board with a simple question scrawled across the top "So how do we ?"