Subject Index
 

Most companies know that consumer insight is important, but many don't know either how to go about finding one, or what to do with the insights they find. Generally, insight is defined as constituting ...

This article reviews advertising case histories in which insights have clearly contributed to success for the brand. Insight means more than mere common sense: real 'insights' involve profound leaps o ...

Identifying return on investment (ROI) has become increasingly important in the last few years, and as a process can actually help marketers in a number of ways, including making organisations more co ...

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 ...

The paper presented here is an abridged and adapted version of an article by Pierre Berthon, Agnes Nairn and Arthur Money which appeared in Marketing Education Review, 13, 2 (Summer) 2003. The objecti ...

This paper discusses whether researchers really want to become the pro-active, consultant level professionals that they so often claim, or if they are actually happier in a reactive role, applying the ...

William Landell Mills, head of qualitative research at arnold&bolinbroke, thinks that most research undervalues, and even ignores, what people actually say. He argues that the words people use when de ...

Steve Williams, who runs Stratosphere, a strategic planning and research consultancy, muses on what consumers can tell us and what they cannot. He explains that consumers do not always know (or are un ...

Moët Hennessy (MH), like many organisations, invests a significant part of its marketing investment in the search for consumer insights. But at the end of the process, are we able to quantify the insi ...

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

In this paper we argue that debriefs are a missed learning opportunity. Our view is based on primary research amongst researchers and their clients, together with a review of learning theories. Our re ...

This paper shows researchers how to connect as powerfully as possible with the decision-making apparatus within client organisations. It argues that decisions are made by people, not organisations. Pe ...

Do researchers really want to be the pro-active, consultant level professionals that they so often claim? Or are they actually happier in a reactive role, applying their professional skills to meet th ...

CEOs and market researchers talk a different language. CEOs talk in terms of results – the bottom line, the share price, key financial ratios. Research or consumer insight managers typically use terms ...

Consumer insight has become the catchphrase of the new millennium in market research. This paper suggests that the emphasis on insight as opposed to research can produce shoddy research with poor insi ...

This paper examines the role of video in research, whether as 'data' or an enlightened 'communications tool'. It looks at how video footage can be shaped in the editing suite, and addresses how we mig ...

Instead of simply putting together a traditional ethnographic research video, by creating a film, companies can ensure that the millions of dollars they invest in uncovering insights will actually be ...

Recent years have witnessed a myriad of developments and ideas in the field of Market Research: online research, market ethnography, renaissance of projective techniques, data and text mining, among o ...

The premise of this paper is that understanding the leaders of the client community and obtaining their endorsement and accolades is necessary for market research to come out of the shadow where it cu ...

Innovation and differentiation are the buzzwords in any client organization, and if market research is looked upon as lacking the ability to provide creative solutions - or, even worse, as killing the ...

Quantitative market research typically ends with a summary of strategic options. However, in most cases the client is left with poor or no quantification of specific recommended actions; making it dif ...

The consumer research industry is focused on 'doing research', but not necessarily on 'transferring and disseminating' research outcomes inside organizations. Several variables affect how well researc ...

This paper focuses on why the traditional consumer insights model fails to deliver the greatest need of modern CEOs - namely, 'how do I get the consumer at the heart of my business to drive a competit ...

Companies demand insights to help them forge their futures, but there are two very different types of insight possible, low-potency and high-potency. The difference has nothing to do with the truth ex ...

This paper argues that in considering survey results, researchers need to be more sensitive to the impact of place and demography on responses. By looking at what one might expect for a given type of ...

The ecological fallacy, the drawing of inferences about individuals based on aggregate level data, was discovered over 50 years ago but is still present in a surprising number of commonly employed mar ...

The paper suggests that though it is increasingly accepted that the future of the industry rests in using insights based on data as a basis for action, there is no generally accepted, systematic and a ...

This paper outlines a paradigm for strategic research that goes beyond the normal mode of data interpretation and delivers truly decision-oriented information. The authors first review the existing li ...

A combination of growing prosperity and technological advances has brought a vast increase in complexity to many markets. Inevitably this has had a major impact on market research. Many simple techniq ...

What magnitude or value perceptions do descriptive words and phrases create in the minds of report readers? Do descriptors convey the same numerical perceptions among both readers and writers? Does te ...