AURA Insight

There's no need to venture out in the cold! Join us online for a warming dose of inspiration at our final two events of 2024. ✨ The crucial importance of defining and measuring trust Wednesday 27th November, 9am-10am, online Boxclever and special guests delve into the critical role of evaluating trust through the lens of market research. ✨ AQR & AURA: AI in Practice Wednesday 4th December, 9am-10.30am, online An extended webinar with 3 case studies from The AQR and AURA members focused on combining AI and human research for superior results. With Asahi Group and Syren Insights, Feeling Mutual and Principality Building Society. AURA members can sign up here 🔗 https://lnkd.in/eHHjemxX Not an AURA member? Clientside researchers can attend one of these events for free! 🔗 https://lnkd.in/e5vwTg6x #mrx #marketresearch #insights #trust #ai

New! We've launched a brand new way for AURA members to get involved with our Working Well Together Charter - the WWT Club. The best thing about AURA is the support we get from each other. The purpose of the WWT Club is to provide a space to discuss how we are – or could be – applying the 6 principles, and how to overcome barriers. Our thanks to Nick Rich for volunteering to host, this will be a discussion exclusively for AURA members. We would love for you to bring an example of how you’ve applied one of the 6 principles – and a challenge you would like to overcome. The first WWT Club will take place on Thursday 28th November at 11.30am, online. AURA members can register here 🔗 https://lnkd.in/eFjQ8xGA Not an AURA member? You can find out more and sign up as a clientside or agency supporter of the WWT Charter here 🔗 https://lnkd.in/eN2swCMp #mrx #marketresearch #insights #WorkingWellTogether #wellbeing Ruth Hinton

Walk with me to an AURA event at The RAF Club in London 💫 We are looking forward to our next in-person event on Thursday 21st November. At this time of year we may not be able to deliver the sunshine in this video, but we can guarantee a friendly atmosphere and an agenda packed with inspirational sessions and debate. Generational Insights: an exploration of the changing consumer landscape, through the lens of different generations. In the morning we will hear from expert speakers from our agency partners including buzzback, Magenta Research, The Nursery Research & Planning, and the Big Window. After a light lunch, Lucy Davison, Danny Russell, Oliver Sweet and Chloe Combi will take to the stage for what promises to be a lively afternoon debate! 🎵 And I know it's gonna be... a lovely daaaaaaaay. Thanks, Bill Withers! AURA members, are you registered for this one? More info including the full agenda here 🔗 https://lnkd.in/etRyDT3J Viv Harrison Tom Kerr Steven Darby #mrx #marketresearch #insights #genx #millennials #genz #genalpha

Since the launch of our Working Well Together Charter in May, we’ve focused on raising awareness, with the help of many supporters and collaborators. Today we're sharing a quick round up of some of the things that have been happening... ✨ Introducing our new WWT Team - a cross-sector team of kind volunteers, formed to share, embed and inspire WWT. We meet on Zoom every month or so and the team includes AURA members and agency supporters, each taking action to drive this initiative: Ruth Hinton, Nick Bonney, Libby Eastwood. Becki Jarvis, Tilly Lewis, Paula Lipscombe, Suzanne Lugthart, Nick Rich and Louise Sharpe ✨ Research Live interviewed our Chair, Ruth Hinton. This article is a great place to start if you are new to this initiative, or to help you persuade others to join in 🔗 https://lnkd.in/eH-ZHMy4 ✨ WWT session at the Market Research Society (MRS) &more virtual conference Ruth, Rupesh Patel and Katrina Rayment discussed the client and agency perspective on WWT, as part of this event for young and early-career researchers 🔗 AURA members can watch the recording here https://lnkd.in/e_hE5KF5 ✨ WWT panel discussion at The AQR Hub webinar Ruth, Libby Eastwood and Kerstin Bickelmann, hosted by Lucy Hobbs, explored the 6 principles of the Charter and the AQR Safety Guidance, showing how both can be used to support wellbeing at work 🔗 Watch the recording here https://lnkd.in/e2KiqCwZ ✨ Having recently moved from agency to client, Bethan Blakeley wrote about the awkwardness of turning down proposals – which prompted agencies to comment on how this care is appreciated and how often they are ghosted by other clients 🔗 https://lnkd.in/e7jj77Xp ✨ Ciaran Acford (Ooni) and Boxclever shared how they worked together to build a partnership that embodies the principles of the Charter 🔗 https://lnkd.in/eFPC3tS2 ✨ New WWT toolkit. To make it easy and habitual for client teams to apply the 6 principles we are compiling helpful tools & templates. When it’s ready to launch, we’ll share it with WWT supporters first – which is another great reason to sign up now! ✅ Find out more about the Working Well Together Charter and sign up as a clientside or agency supporter today 🔗 https://lnkd.in/eN2swCMp

We'll be online on Wednesday 4th December for an extended webinar - our final event of 2024. An exploration of AI in practice with 3 presentations from The AQR and AURA members. ✅ From Coexistence to Collaboration, with Asahi Group and Syren Insights A research study where AI and human efforts are combined, demonstrating how collaboration between the two can produce superior outcomes than either alone. With Emese Pintér, Insight Specialist, Asahi Group and Emma Laney Smith, Director, Syren Insights ✅ How AI enabled a ‘second pressing’ of insight, with Feeling Mutual A case study which shows how Feeling Mutual helped PureGym get more return on their ‘creative development’ research investment, through generative AI assisted analysis. With Tom Woodnutt, Founder, Feeling Mutual ✅ Understanding the First Time Buyer Journey, with Principality Building Society How the research team partnered with VERVE to develop a 6 month programme of research designed to build an intuitive understanding of the First Time Buyer audience. Working closely with a cross-functional group of stakeholders to help drive the insight through the business, the project has culminated in the development of an AI tool that facilitates direct ‘interaction’ with the 5 different FTB personas. With Lucy Tarrant, Principality Building Society AURA members can register here 🔗 https://lnkd.in/es89Nenn Not an AURA member? Clientside researchers can try us for free 🔗 https://lnkd.in/e5vwTg6x #mrx #marketresearch #insights #ai

The clocks went back, pumpkins were carved and AURA members enjoyed in-person and online events covering a broad range of topics. Starting the month in the best possible way, FlexMR very generously offered free places to AURA members at their inaugural #CustomerSalience Summit. In a 'double header' webinar Lara Meyer talked about practical strategies to avoid burnout, and Barry Clark shared his unique documentaries - a combination of ethnography, photography, storytelling and a conventional depth interviews. AURA director Maddie Horner, together with loyal AURA members Astrid Aupetit and Bogdan Zorici, hosted a very special 'Discover AURA' session for clientside researchers considering AURA membership. 🔗 https://lnkd.in/gwybkZCv Our friends at VERVE hosted a wonderful day of inspirational content and networking at Huckletree Shoreditch, exploring the theme of empathy in marrying AI with human and cultural insight. 🔗 https://lnkd.in/gnMj5kMB Thank you to everyone who took part in our Member Survey and congratulations to the 5 lucky winners of the prize draw! Our thanks to Caroline Florence for generously donating copies of her new book, Data Storytelling in Marketing. We are in the process of reviewing what you told us about what AURA is doing well, where we can do better, and how we can make things even more valuable in the future. And finally, we launched our events for November - all four of them! 🔗 https://lnkd.in/gtVi3cFe If you work clientside in research or insight and your organisation isn't a member of AURA, you're missing out! Try one of our November events for free 🔗 https://lnkd.in/e5vwTg6x #mrx #marketresearch #insights

It's Halloween 🎃 today, and November starts tomorrow... which means that AURA members have a month of treats (no tricks!) to look forward to! How cultural semiotics helps to drive behavioural change, with Sign Salad 🖥 Wed 6th Nov 9am-9.45am, online If Millennials are old and Gen Z are young, what are Generation Alpha? with Savanta 🖥 Wed 13th Nov 9am-9.45am, online Generational Insights: Exploring the Changing Consumer Landscape with Savanta, Magenta Research, The Nursery Research & Planning, the Big Window, Related Stories, HUSH RESEARCH AND STRATEGY, Keen as Mustard Marketing Ltd, Ipsos 🤝 Thurs 21st Nov 10am-3.30pm, The RAF Club London The crucial importance of defining and measuring trust, with Boxclever 🖥 Wed 27th Nov 9am-10am, online AURA members, all the details you need are on our events page here 🔗 https://lnkd.in/eSYtK9_T Not an AURA member? Clientside researchers can try any of these events for free! 🔗 https://lnkd.in/e5vwTg6x Steven Darby Tom Kerr #mrx #marketresearch #insights #semiotics #generations #trust

Our fourth and final November event is now available for AURA members to book! Join us online on Wednesday 27th November as speakers from Boxclever and special guests delve into the critical role of evaluating trust through the lens of market research. Sam Gardner, Charlotte Andrews (née Hodgson), Alison Gilbertson of Boxclever, together with a panel of special guests including Sam Riley, Customer Insight at Asda and Rachel Congdon, Insight, Brand & Strategy Leader at NSPCC, will be leading this unique session. They’ll break down what ‘trust’ really means to consumers, addressing how this elusive quality is often oversimplified in brand measurement. They'll go beyond the basics to explore key drivers of trust to strengthen brand equity and how strong trust perceptions ensure a competitive advantage through its direct influence on financial performance and customer retention. Finally, they'll discuss best practices for tracking and measuring trust over time, highlighting advanced analytics and brand tracking techniques to help you stay ahead in the trust game. Make sure you seize this opportunity to improve your understanding and help refine your approach to measuring trust in your brand. AURA members can register here 🔗 https://lnkd.in/eJYQkwD3 Not an AURA member? Clientside researchers can try us for free 🔗 https://lnkd.in/e5vwTg6x #mrx #marketresearch #insights #trust

Thank you to our friends at VERVE for hosting a wonderful day of inspirational content and networking at Huckletree Shoreditch yesterday. We had a room full of clientside researchers and insight leaders, a mix of AURA members and those we hope will consider joining AURA so that we can meet them again at many more of our events. Thank you to AURA members and volunteers Lawrence Gould and Felicity J. for stepping up and saying a few words about the benefits of AURA membership. The theme of the day was Beyond the Algorithm: Marrying AI with Human and Cultural Insight. Starting off with a passionate introduction from Andrew Cooper, we joined Kelly McKnight on a field trip to the Empathy Museum, a great way to get us all thinking about the role of empathy in research. Richard Preedy and Ben McIntyre focussed on the real world applications of AI, and shared how Mars Petcare have built deep understanding of pet parents. After a coffee break, Gav Holt talked about building empathy at scale, followed by a fascinating fireside chat with Lucy Tarrant of Principality Building Society. Lucy shared how the research team partnered with a cross-functional group of stakeholders who acted as a 'steering committee' for a 6 month long study that has built empathy and intuitive understanding of first time buyers. Finally, Peter Latham left us with a vision of what is to come with his talk on AI-powered futures. Then we all headed out to Finsbury Square for a quick drink before heading home (with our goody bags!) ❗ AURA members, if you couldn't make it this time, you'll be able to view the presentations on the Knowledge Hub soon. ❌ Not an AURA member and feel like you're missing out? Try us for free at our next event 🔗 https://lnkd.in/e5vwTg6x #mrx #marketresearch #insight #AI #empathy Viv Harrison Louise Sharpe Julia Joskey Astrid Aupetit Nick Rich

On Thursday 21st November we'll be back 'at home' at The RAF Club in London for a deep dive into the generations. 💫 Generational Insights: Exploring the Changing Consumer Landscape In the morning we will hear from expert speakers from our agency partners who will take us on a journey of discovery through the generations... 1️⃣ Gen Alpha 101 - Savanta Is your brand ready to put another generation into your marketing mix? This session will look at what we already know about Gen Alpha as well as reflecting on the future that they will live in. 2️⃣ Beyond the screen: The multifaceted world of Gen Alpha - Magenta Research This session dives into surprising insights from recent Ofcom and Woodland Trust projects. Discover how Gen A's high media literacy enhances both their online and offline experiences, and explore their unexpected enthusiasm for nature, family time, and environmental activism. Gen A: digitally dependent or the most socially conscious generation yet? 3️⃣ What’s so different about Gen X (born 1965-1980) and Millennials (born 1981-1996)? - The Nursery Research & Planning These two seemingly different cohorts have lots in common… and a few things that pull them apart. They are now the leaders in politics and business yet often feel ignored and misrepresented by brands. This interactive session draws upon a comprehensive Generations Study to compare and contrast opinions across generations. 4️⃣ All about Boomers - the Big Window  Myth busting about the older generation. Find out more about this surprisingly differentiated group. We will also be joined by Barry Clark of Related Stories, who will be familiar to some of you as one of our 'Double Header' speakers in early October. Barry will be sharing his documentary style videos that feature individual stories from older generations. After a light lunch, Lucy Davison of Keen as Mustard Marketing Ltd and Oliver Sweet of Ipsos will take to the stage for what promises to be a lively afternoon debate! AURA members can register here 🔗 https://lnkd.in/etRyDT3J Not an AURA member? Clientside researchers can try us for free 🔗 https://lnkd.in/e5vwTg6x Josephine Hansom Lucy Foylan Pauline McGowan Coco Ravan Lisa Edgar #mrx #marketresearch #insights #genalpha #millennials #genx #boomers