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Research Paper

Three themes are of growing importance in the field of data analysis: the demand to process large quantities of open-ended text, the growth in the use of open-source tools, and a need to understand what it is that we do when we utilise computational text analytics.

Research Paper

Looks at the future of text analytics technology alongside the development of natural language processing.

Research Paper

This paper explains how data mining using artificial intelligence (AI) helped gauge interest in Arper, an Italian furniture company, and competitor brands on digital platforms.

Research Paper

This paper explores the benefits of using conversational AI to deliver consumer insights by presenting the development and application of the chatbot EVE (Evolved Verbatim Engine), which was designed to chat with people as part of, and instead of, a structured survey in Australia.

News

Growing brands need to understand that TV advertising is not necessarily as expensive as they believe, but to get the full benefit they will need to adapt current online video techniques and invest in marketing performance analytics, says strategist

Research Paper

This paper explains how advanced text analytics and immersive video delivered actionable consumer intelligence in the United States for an up-and-coming snack brand, bare, in an evolving product category.

Article

Summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols) – techniques used by qualitative researchers to deliver cultural insight.

Research Paper

This paper explores developing chatbots to conduct market research interviews that are simultaneously qualitative and quantitative and can rapidly obtain data at a low cost.

Article

The rise of personal technology and, in particular, ownership of smart mobile phones has radically changed the way market research can be done.

Research Paper

Twitter, the social media platform, studied the effectiveness of creative assets and what exactly advertisers need to do to succeed on the platform.

Article

Customer lifetime value has long been a mainstay concept in marketing – as economies move closer towards service-based models that are digitally driven, companies increasingly derive revenue from the creation and maintenance of long-term relationships with their customers.

Research Paper

Uncovers how consultants, researchers, marketers and sales practitioners can take advantage of artificial intelligence (AI) to help augment working ability and move clients' businesses forward, more profitably.

Article

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Article

Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.

Research Paper

Banco do Brasil, an asset management company, designed a series of feedback collection KPIs to offer a personalised customer research experience and improve feedback quality in Brazil.

Case Study

The Illinois Department of Human Services, a department of the Illinois state government in the US, increased response rates for the 2020 census in Illinois, particularly among previously hard-to-count populations.

Article

Content marketing is a long-term activity that doesn’t deliver immediate success but it is effective and JLL’s Gauri Jaisingh explains how organisations can be persuaded to invest in and support it.

Article

Summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.

Case Study

American motorcycle manufacturer Harley-Davidson rebuilt and optimised its website to attract organic traffic in order to engage a younger audience of potential riders.

News

Nestlé Waters, the bottled water unit of food and beverage giant Nestlé, has found that using video recognition tools on social media can help quantify a valuable element of the return on investment (ROI) from its sponsorship expenditure.

Research Paper

Direct-to-consumer prescription-drug television advertisements often contain superimposed text (supers) to convey information about the advertised product.

Article

Aggregates the current thinking and writing on Big Data in a marketing context, including the insights that can be drawn from data sets that are so large, or complex, that traditional data processing applications are inadequate.

Article

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.

Research Paper

Presents a case study in which combining conscious product-specific motivations and subconscious personal motivations yields the best results.

News

Fast-growing, young and with significant buying power, the Latinx community is increasingly defining what it means to be American, a new report suggests – and brands need to understand how to influence them on the path to purchase.