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From eBay with love: How research helped put the sparkle on eBay’s Christmas planning
Suzanne Lugthart and Ruth Noble, MRS Awards, Winner, MRS Awards, December 2013
This article explains research by eBay, the online retailer, which sought to learn from a Christmas campaign and understand consumer needs at Christmas in the UK and Germany.
This article explains research by eBay, the online retailer, which sought to learn from a Christmas campaign and understand consumer needs at Christmas in the UK and Germany. The company had found that its Christmas trading peak ended earlier in December than its competitors, and that this was due to fears about item delivery times and suitability. A 'Sunday Spectacular' promotion was developed, with deals on a limited amount of stock. The research described here established that toys were eBay's biggest growth opportunity, men did not shop as had been previously thought, and 50% discounts are effective in converting sales. The findings have led to eBay's 2013 Christmas marketing campaign being more rationally based, with an extension of 'Sunday Spectaculars'.
Asda: Diving deeper, thinking broader, working closer
Anna Cliffe, Beverley McCauley and Rebecca Briscoe, MRS Awards, Finalist, MRS Awards, December 2013
This article describes research by Asda, the UK supermarket chain owned by Walmart, which analysed the business category by category with the aim of breaking down silos between each.
This article describes research by Asda, the UK supermarket chain owned by Walmart, which analysed the business category by category with the aim of breaking down silos between each. Primary research used included accompanied shopping interviews, in-store observation and use of eye tracking software. A national survey and exit interviews were also conducted. Secondary research utilised sales data and bought in consumer and trends data. As a result of the research a number of actions have been taken, including changing shelving to improve aisle 'shopability'.
Innovation in market research: Examples from Ericsson, Heinz and HP
Low Lai Chow, Event Reports, Qualitative 360 Asia, November 2013
This event report looks at innovative approaches to qualitative market research. Ericsson has employed WhatsApp, the mobile messaging app, to draw insights from smartphone users, and found it to be a forum where respondents spoke openly and freely in a way that did not often occur in traditional focus groups.
This event report looks at innovative approaches to qualitative market research. Ericsson has employed WhatsApp, the mobile messaging app, to draw insights from smartphone users, and found it to be a forum where respondents spoke openly and freely in a way that did not often occur in traditional focus groups. On its part, Heinz built an online community in the Netherlands, which has come to serve as a vital source of information for its brand and innovation teams. Elsewhere, HP sought to understand consumer attitudes towards printed materials by removing them from the everyday lives of its research panel for two days, encompassing everything from their passport to the letters on a keyboard and personal photos. It uncovered a number of "human truths" as a result.
Warc Advertising Research 2013: Researching the implicit memory
Brian Carruthers, Event Reports, Advertising Research, September 2013
This report summarises the presentations given at the 2013 Warc Advertising Research conference, which covered a range of subjects related to the theme 'Researching the implicit memory'.
This report summarises the presentations given at the 2013 Warc Advertising Research conference, which covered a range of subjects related to the theme 'Researching the implicit memory'. It was stressed that understanding implicit thinking is a route to improving traditional research, rather than replacing it. Topics addressed included understanding the context in which consumers interact with brands, using metaphorical techniques in research, recognising the emotions that act as drivers and the effect of mobile and new technology on market research. The conference also looked into the future for market research and its likely evolution.
Charles Young and Sonya Duran, Admap, September 2013, pp. 14-15
This article presents US research into the interaction between TV, tablets and brands. Viewers' attention is divided by multi-screening, demanding a new approach to television advertising.
This article presents US research into the interaction between TV, tablets and brands. Viewers' attention is divided by multi-screening, demanding a new approach to television advertising. To understand the changed dynamic of television advertising further research is required. The article considers how tablets can be best used in conducting this research and argues that tablets allow a quicker turnaround and have a more positive user experience than other methods. This piece includes a case study from the Super Bowl.
Google Glass: A lens on the future?
Kinetic Futures, June 2013
This article provides a summary of what Google Glass is, what expectations are for its uses and how it is likely to affect out-of-home (OOH) marketing.
This article provides a summary of what Google Glass is, what expectations are for its uses and how it is likely to affect out-of-home (OOH) marketing. Glass is an eyeglasses-style wearable computing device, in many ways like a smartphone. It is controlled with voice commands and simple gestures like nodding or blinking and is designed as a peripheral device, its use ancillary to other tasks. Signalling our changing relationship with technology and regardless how successful it will ultimately be, it raises questions for developers, consumers and regulators. However, the user base for Glass will remain extremely small for the foreseeable future. Factors likely to delay adoption include the device's expense, novelty, and the challenge it poses to existing social norms. However, its introduction reinforces the need for the outdoor sector to understand and respond to the use of personal devices in out-of-home environments.
Mobile market research
Jessica Letizia and Mi hui Pak, ARF - Knowledge at Hand, May 2013
This brief paper provides an overview of mobile market research, including data about the extent of its use, as well as recommendations and best practice.
This brief paper provides an overview of mobile market research, including data about the extent of its use, as well as recommendations and best practice. It offers a summary of mobile market research, mobile subscriber numbers and platform usage in the US and a global breakdown of mobile research vs. other modes. Best practice includes keeping surveys short, minimising non-essential content and keeping surveys simple. It concludes with a discussion of benefits, criticisms and a look to the future.
Researching implicit memory: The smartphone route to the truth
Duncan Grimes, Admap, May 2013, pp. 38-39
The article is based on the results of a YouGov study into media consumption, with research participants using smartphone apps to record data in real time.
The article is based on the results of a YouGov study into media consumption, with research participants using smartphone apps to record data in real time. The objective of the study was to uncover behavioural truths around news consumption and what people actually do at different points in the day. Researchers found clear benefits to using the app in terms of accessing the minutiae of behaviour and accurately recording when it took place. That said, judicious interpretation of the data remains vital, and qualitative researchers need to understand how apps fit into the everyday lives of participants if they are to make the best use of them as research tools.
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.
The lowdown on mobile research
Nick Hirst, Admap, May 2013, pp. 8-8
This short article discusses how use of mobile touchpoints is reshaping market research, with practitioners attracted by the platform's ability to offer "in the moment" feedback from research participants.
This short article discusses how use of mobile touchpoints is reshaping market research, with practitioners attracted by the platform's ability to offer "in the moment" feedback from research participants. Mobile solutions from firms like Flamingo and MESH Planning are briefly discussed. While mobile has many advantages for qualitative researchers, the author argues, other online touchpoints like blogs and communities are still important for getting more considered responses.
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Neuroscience and biometric methods
Online market research
Qualiquant, mixed mode
Quantitative data collection
Scanner panels, retail audit
Social listening, real time research
Virtual reality and simulation methods
Effectiveness in media
Online market research
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