Theories of research: Methodological concepts and in...

 

This paper uses the metaphor of jazz music-making to contribute to the growing literature concerning the need for a more holistic approach to research, and to suggest directions for research implement

This article argues that a new model of research is needed, which puts consumers firmly at the centre of a business by involving all members of the marketing and product development teams in continuou

The article describes the development of Mintel Inspire, a new approach to uncovering insights about trends. First, marketing's structure prevents it from generating new insights or seeing the bigger

This article discusses the top downloads among WARC Online's users in 2008, breaking them down by region, company type and search terms. Recession enjoyed an unsurprising prominence across all categor ...

This article argues that the debate about whether consumers can drive help innovation has moved to a new level, and the old argument about lack of imagination is now out of date. By carefully choosing ...

This article looks at the 'New Pioneers of Research', as identified by John Kearon, founder and CEO of BrainJuicer. As market research has moved online, a new wave of innovation has been required to p ...

This article argues that, contrary to much received wisdom, consumers are good sources of innovative ideas, and marketing companies would do well to collaborate with them. The advent of social marketi ...

This article discusses internet and multi-media research tools such as social networking groups, forums and online panels as a tool for researching youth audiences. The benefits of using the internet ...

Market research is embroiled in an attempted coup d'état, where many of the old values of a scientific discipline are being shed in favor of the exciting new possibilities of a Web 2.0 world. This pap ...

The paper describes a new research methodology developed by Repères that makes the most of the technical revolution of digital video. VideoStudy uncovers emotions through a dynamic analysis of the gap ...

During the spring and summer of 2007, Givaudan and QualiData executed a global ethnographic study to support the discovery and development of novel chicken flavors. Aiming for intensive consumer immer ...

This paper aims to help market researchers understand what they will be faced with in the next 30 years, and what they will need to do to create a better future, and avoid their own demise. Among the ...

The paradox of success is you need to embrace failure to achieve it. Failure is the essential ingredient that nobody talks about or acknowledges and everyone tries desperately (and understandably) to ...

The market research industry has failed to exploit the opportunities provided by the internet; they use it simply to repeat offline research methods faster and cheaper. Online surveys look the same as ...

Marketing research, often in the form of surveys, is one of the critical tools marketing managers use to guide decision making. Although this occurs in all environments, developing markets present pro ...

'Everyone is going to be talking touchpoints as the year progresses.' This was Mark Ritson's prediction in the first edition of Marketing Magazine in 2007. But how is this new focus going to affect th ...

The last few years have been marked by an increasing number of articles concerned with the future of market research. Their concerns are based around an increasing belief that our historic models are ...

Market research is a magpie business. It has a wonderful history of borrowing from other disciplines and turning bright shiny things from the margins into powerful and insightful tools. The activiti ...

Mike Cooke expresses his opinion on blogging, arguing that this rapidly growing phenomenon (in which he includes social networking and content-sharing websites) is having a massive influence on consum ...

The research industry is still wedded to the old paradigms of research. These evolved to meet the needs of different business functions and reflect the business thinking that was dominant at the times ...

Consciously or unconsciously, market researchers systematically distort what they actually want to understand: the consumer. They often implicitly assume rational behaviour, neglect interdependencies ...

This paper reviews the history of innovation and mistakes in order to use the power of hindsight to improve foresight, in particular to improve the chances of spotting whether a new idea is powerful p ...

With large companies committed to organic growth, innovation is once again central to their mission and the need for concept screening and testing greater than ever. These companies face huge budget p ...

This paper describes how the concept of ‘slow’ could be applied to market research. The author coined the concept of ‘Slow Research’ at the 2004 Technovate seminar. The idea was to describe a way in w ...

In this unusual and thought provoking article Omar Mahoud challenges some long accepted beliefs. He asks three questions: how can money be spent more wisely?; how can risks be more accurately assessed ...

This conceptual paper concerns information processing, and focuses on the methods and mechanisms used by marketers and academics in attempting to explore mental processes, particularly regarding perce ...

In this concisely written article Janis Wilson describes a new way to consider brands and their positioning based on the triune brain model, developed originally in the 1970s, that splits the brain o ...

This is the first of three articles by Spike Cramphorn on effective advertising research. He highlights the importance of the brand-person-relationship (PBR) and describes how pre- and post tests sho ...

Robert Heath responds to Millward Brown's critique of his book 'The Hidden Power of Advertising' which appeared in the July 2002 issue of Admap. He reviews his theories on the significance of high i ...

Uses semiotics amongst other techniques to explore the current and potential 'position' of market research. Concludes that the current research discourse is based on a set of taken-for-granted assumpt ...