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Mythbuster: Ignoring inconvenient data
Les Binet and Sarah Carter, Admap, July/August 2013, pp. 9-9
In their regular column, Les Binet and Sarah Carter discuss people's common tendency to ignore factual evidence that contradicts their own assumptions and preferred ideas, known within psychology as 'confirmation bias'.
In their regular column, Les Binet and Sarah Carter discuss people's common tendency to ignore factual evidence that contradicts their own assumptions and preferred ideas, known within psychology as 'confirmation bias'. Generally, people tend to seek views that support their own and ignore those that don't. The phenomenon is also due to how our brains work: continued rigorous testing of hypotheses requires high levels of effort; our memory is better at holding false information that supports our views; and socially, there's less incentive to broadcast information that undermines our opinions and beliefs. They advocate employing experts in hypothesis testing as well as a few "heretics" who will challenge the orthodox view.
Researching implicit memory: Real-time research
Deborah Porton, Admap, May 2013, pp. 31-33
This article shows that when mobile devices are used in real-time research, immediate, instinctive responses can be collated, achieving more truthful insight.
This article shows that when mobile devices are used in real-time research, immediate, instinctive responses can be collated, achieving more truthful insight. An app was developed that required market research respondents to complete a mobile diary for every 30-minute period of the day for one week. As entries are required so frequently, respondents aim to complete it as fast as possible which results in responses that are likely to be instinctive. To measure facial expressions, another application was built that simultaneously plays a video and films the respondent's face. Examples of real-time research include looking at watchers of the Oscars in the US and of a live TV debate for the Danish Parliamentary Elections.
How MasterCard turned to social media for Latin American research insights
Geoffrey Precourt, Event Reports, The Market Research Event, November 2012
This report from The Market Research Event conference covers a presentation from MasterCard on its increasing use of online and social media as a source of consumer insights in Latin America.
This report from The Market Research Event conference covers a presentation from MasterCard on its increasing use of online and social media as a source of consumer insights in Latin America. Data shows that consumers in the region have poor regard for traditional, offline research methods, but that online surveys hold more appeal. The credit card company believes it needs to translate its latest “Priceless experiences” brand positioning into its approach to its research activities in order to engage respondents for the best results. It has also seen Latin and South American consumers’ engage with its brand on social media (such as in their response to a risqué TV ad in Chile), leading it to identify social platforms as an important source of supplemental insights for researchers and marketers in the region.
IJMR Research Methods Forum: Does research reflect reality?
Judie Lannon, Event Reports, IJMR Methods Forum, November 2011
This report summarises the proceedings of the International Journal of Market Research's Research Methods Forum.
This report summarises the proceedings of the International Journal of Market Research's Research Methods Forum. It covers topics such as: the case for making state-funded research findings openly available; understanding decision making as rational, not emotional; what neuroscience can (and can't) tell us; using mobile and SMS to track touchpoints in real time; the importance of human networks and social copying in decision making; the challenge of monitoring social media; and the futility of research trying to uncover an objective, single reality.
Tall Tales: The Impact and Role of Storytelling in Market Research
Adhil Patel, WPP Atticus Awards, Winner, 2010
This paper looks at the psychological concepts that contribute to humans' preference for anecdotes and stories over statistics, and the implications this has for market research.
This paper looks at the psychological concepts that contribute to humans' preference for anecdotes and stories over statistics, and the implications this has for market research. It argues that many of the processes of conducting research (e.g. surveys and interviews) and the methods of reporting that research to clients (e.g. PowerPoint presentations) are at odds with humans' susceptibility to stories rather than quantitative, rational facts. The paper argues that storytelling can help researchers improve the conduct and presentation of their work.
Fit for purpose: IJMR Research Methods Forum 2010
Judie Lannon, Warc Exclusive, November 2010
Conference report from the annual IJMR Research Methods Forum. Topics discussed at the event included the nature of trust in official statistics, the misuse of online panels and best practice for using brand communities.
Conference report from the annual IJMR Research Methods Forum. Topics discussed at the event included the nature of trust in official statistics, the misuse of online panels and best practice for using brand communities. Presenters included executives from Sky, Ipsos Mori and the UK Statistical Authority. A major theme across many presentations was the difference in research practice in the public and private sectors.
Viewpoint: Learn to love procurement
Louise Cretton, Vol. 52, No. 1, 2010, pp. 9-10
In her editorial, Louise Cretton argues in favour of procurement in the area of market research, which at present is in its infancy.
In her editorial, Louise Cretton argues in favour of procurement in the area of market research, which at present is in its infancy. Procurement professionals are focused on two main targets: managing cost/value to the business and establishing an appropriate roster of agencies to meet business information needs. Cretton expects that procurement will only grow in influence and encourages agencies to learn to be more effective in commercial engagement.
The Market Research Industry: View from The Bridge
John Kelly, Admap, June 2002, Issue 429, pp. 44-46
John Kelly, president of ESOMAR, writes a wide-ranging article on the key issues affecting the market research industry and outlines his vision for the future.
John Kelly, president of ESOMAR, writes a wide-ranging article on the key issues affecting the market research industry and outlines his vision for the future. In his introduction he discusses the trend towards globalisation and asks whether this will result in the market research industry being dominated by a few large companies leaving the rest occupying niche areas. He sees the key issues as (1) ease of entry with its possible erosion of standards; (2) unorganised demands and asks 'how long can the industry be expected to grow?'; (3) reliance on branded products and the impression this may convey; should the industry be delivering data, information or insight? (4) recognition from client companies that the industry has invested heavily in improving standards; (5) the future role of the internet and its part in data collection and interaction with respondents; (6) privacy and the need for the industry to interface with the public. The author also debates whether 'market research' is now an appropriate name for the industry and the question of adding value. Looking to the future he sees the joint sponsorship by ESOMAR and the U.S. ARF of the Global Research Leaders Summit (RELEASE) as a major milestone.
The 'Social Contract' of Qualitative Research
Karin Wood, Advertising Research Foundation Workshops, Consumer Insights Workshop, October 2000
This paper uses a case study to explore the role research played in expanding the 'social contract' between a pharmaceutical company and its potential 'customers' In 1999, Eli Lilly and Company launched a Direct to Consumer (DTC) communication piece in the form of a TV infomercial - the first in the U.S.
This paper uses a case study to explore the role research played in expanding the 'social contract' between a pharmaceutical company and its potential 'customers' In 1999, Eli Lilly and Company launched a Direct to Consumer (DTC) communication piece in the form of a TV infomercial - the first in the U.S. for a branded medication. That medication is Prozac, the leading antidepressant and the infomercial raised debate about the ethics of this marketing approach. This document discusses the decision to make an infomercial and the research methodology selected to optimise its performance among a specific and sensitive target audience.
Perilous Time for Survey Research
Alan Westin, Advertising Research Foundation Workshops, Marketing Accountability, June 1999
Argues that market research is facing (in the USA) considerable threat from growing concerns about consumer privacy together with technology that enables greater resistance to intrusion.
Argues that market research is facing (in the USA) considerable threat from growing concerns about consumer privacy together with technology that enables greater resistance to intrusion. Support for privacy legislation is mounting, at state and federal level. CMOR (Council for Marketing and Opinion Research) has had success, but is faced with new challenges. A major educational campaign is needed.
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