Vanella Jackson, Admap, October 2014
This article challenges the growing dominance of Big Data in describing and predicting customer behaviour, when creative approaches to research can help uncover why consumers behave like they do.
Ben Wood, Admap, October 2014
This article argues that a good amount of digital advertising is fundamentally flawed, fuelled by incorrect assumptions and a lack of focus on consumer experience, and that the science of programmatic should be combined with art to realise digital's potential.
Dr Sarah Snoxall, Kathy Oldridge and Hannah Grant, Market Leader, Quarter 4, 2014
This article sets out three types of marketers whose understanding of digital technology is hampered by their strong emotions.
John Clark, Market Leader, Quarter 4, 2014
This article explains how the Co-operative supermarket applied understanding about unconscious decision making to enhance the impact of its brand.
Rory Sutherland, Market Leader, Quarter 4, 2014
This article outlines the implications of research that analysed the utility people get from a purchase, and how this translates into perceived value of a product.
Colin Strong, Market Leader, Quarter 4, 2014
This article explores the value of behavioural economics, building on learnings from the public sector and looking at how brands can use this approach.
Mark Connolly, Market Leader, Quarter 4, 2014
This article argues that digital advertising needs greater transparancy as advertisers allocate more of their budget to this channel and concerns are raised about viewability and fraud.
Eric Singler, Françoise Waintrop, Richard Bordenave and Etienne Bressoud, ESOMAR, Best Case History, Congress, Nice, September 2014
This paper demonstrates how the French government used "nudging" to promote the use of digital tax administration and proposes guidelines on the best use of nudge design for optimal ROI.
Leigh Caldwell and Elina Halonen, ESOMAR, Congress, Nice, September 2014
This paper explores the role of the unconscious mind in consumer decision making and offers ideas and explanations of how market researchers can access consumer's unconscious processes.