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Research Paper

This paper assesses the performance and potential of the Latin American market research industry in relation to three B2B sectors: Healthcare, Agriculture, and Construction and Mining.

Research Paper

This article contends that market research in Latin America is not fully utilising the opportunities offered by smartphones to conduct surveys and collect data, relying too much on face-to-face research.

News

NEW YORK: The Advertising Research Foundation (ARF) is aiming to expand its research efforts in a bid to tackle some of the "big, hairy, audacious" problems currently facing the industry.

Article

This event report outlines how the Advertising Research Foundation (ARF) plans to pursue its agenda, and help the research industry as a whole, going forwards.

Research Paper

This paper explores how Etihad Airways, a UAE airline, looked at digital adoption in the Middle East and how it will change understandings of consumers.

Research Paper

Against the theme of this year’s conference, 'Are we there yet? Where technological innovation is leading research', this paper provides evidence-based observations on where technology has led research in the recent past, and where it appears to be leading now.

Research Paper

In this viewpoint, the author explores the impact of technology on "traditional" survey research and whether technological change threatens the research’s existence.

Article

This event report outlines how the Advertising Research Foundation (ARF) is seeking to redefine its role in the rapidly changing marketing ecosystem.

Article

This event report outlines what leading client-side marketers are looking for in their market research partners.

Research Paper

This paper examines the challenge for marketing research companies in overcoming consumers’ reluctance to participate in surveys in order to provide decision makers with quality data.

Article

This event report addresses how Microsoft, the technology group, ensures its advertising research function delivers the desired results in terms of both mindset and performance.

Article

This event report offers guidance to marketing researchers seeking to adapt in an increasingly complex technological environment, based on analysis conducted by Ipsos.

Article

This event report outlines how Kimberly-Clark, the personal care and healthcare company, is pursuing multicultural marketing.

Research Paper

This paper examines the potential impact of the 'Internet of Things' (IoT) on market research and how it can be used to understand the needs and satisfaction of customers and research participants.

Research Paper

This paper explores the confusion of causation with correlation, illustrated by an analysis of the factors behind the rise of electoral support for the extreme-right-wing National Front party in France.

Research Paper

This paper describes how Microsoft has developed a data platform to capture and analyse on-device product feedback and social media output, providing insights to drive supply chain, product development and customer engagement decisions.

Research Paper

This paper questions one of the fundamental assumptions of research: that of the researchers' objectivity, through a case study on behalf of Land Rover that demonstrates the move away from objectivity in market research.

Article

This case study details how Tetra Pak, a food packaging and processing company, and Travelex, a foreign exchange company, put the consumer at the heart of their market research philosophy.

Article

This article presents specific steps which market research firms can take to focus and improve their marketing and sales plans in 2017.

Research Paper

This article considers social media intelligence in market research, including the tools needed to analyse conversations and the challenge of how to extract value from the millions of online conversations that happen daily.

Research Paper

This paper discusses how best to use 'non-conscious' methods of research, including misconceptions of such methods and the damaging trend for researchers to claim they are using them when they are not.

Research Paper

This paper explains how the US-based Delta Air Lines introduced Snackables, a new report format, in order to change the perception of research within the organisation and provide increased value, without increased research spend.

Research Paper

This paper studies the uses and governance of consumer insights in major corporations, suggesting that ROI be measured at every stage of research, and that these metrics should be used to market to the C-suite.

Research Paper

This paper reports on a study of the public perceptions of market research, based on a survey with people from the UK, the USA and Germany.

Research Paper

This article considers the Advertising Research Foundation's initiative 'How Advertising Works', which aims to provide research-based insights that can improve advertising and ROI.