Alex Wheatley, Jon Puleston and Jason Brownlee, Admap, December 2017, pp. 36-38
Growing evidence suggests that recent trends in data analytics and first-party data segmentation have given rise to a problem known as 'survivor bias', where a brand's audience or customer base consists largely of people who have 'survived' its sales and marketing process.
Cynthia Lynn Miller, ESOMAR, Congress, 2017
This paper tells the fictional story of a power-hungry Lord who gets inside the heads of his citizens and becomes one with the data in order to secure unconditional loyalty from his people, as a warning of what the industry could look like in 2087.
Hetty Fore, Renuka Iyer and Keith Phillips, ESOMAR, Congress, 2017
This paper looks at how Microsoft, the software and technology company, uncovered its real developer targets and gained actionable insights into rapidly changing technical and commercial audiences across industries.
Saul Dobney, Carlos Ochoa and Melanie Revilla, International Journal of Market Research, Vol. 59, No. 4, 2017, pp. 495-516
The main goal of this research is to study the impact on the answers and data quality of making conjoint questions more realistic by introducing some randomised noise into the descriptions of the conjoint levels or by simulating the way an e-commerce website displays products.
Anibal Cantarian, ESOMAR, Latin America, April 2017
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.
Petra van der Heijden, International Journal of Market Research, Vol. 59, No. 2, 2017, pp. 157-172
This paper describes a survey based on SMS messaging, presenting details of the tests and pilots undertaken, the practical difficulties found and overcome, as well as an examination of the differences found between the CATI and SMS elements of the survey.
Tim Macer and Sheila Wilson, International Journal of Market Research, Vol. 59, No. 2, 2017, pp. 173-198
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.