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Article

Provides an overview of optimizing mobile market research, including data about the extent of its use, as well as recommendations and best practice.

Article

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

Article

The Advertising Research Foundation (ARF) is spearheading efforts to develop new standards and guidelines that govern data collection and protection.

News

NEW DELHI: Nestlé India is building a regional approach that will embrace all aspects of the business, its chairman has said, while it also intends to introduce more products from its global range.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Article

This paper collects the most current thinking and writing on qualitative theories and methods, the broad approach of seeking to understand the attitudes, motivations, and behaviours of consumers: the why and how of decision making.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

Research Paper

The use of emojis as an alternative to text in mobile surveys has been examined for its potential to improve engagement without reducing data quality.

Research Paper

Presents a new approach to overcome the user identification problem, based on data from Spain, by separating individuals' navigation by means of an algorithm that just looks at the data.

Article

Provides learnings and simple solutions to several analytical and technical challenges faced by most mid-sized companies working in the insights and strategy sphere in the UK.

Research Paper

Discusses the current state and the future of TV ad models in the US, exploring how we can improve programmatic TV advertising outcomes, and providing evidence of the predictive power of various pieces of the data picture.

Research Paper

Delta Air Lines, a major American airline, moved from monitoring its traditional metric to the Marketing Impact Score in January 2017, in order to improve customer satisfaction and increase profit.

Research Paper

Dulux, a paint brand, used a new research methodology that harnesses the power of social data, which enabled it to understand painting and decorating in the wider context of UK consumers' lives.

Research Paper

Explains how using a combined data approach can achieve a more realistically varied estimation of customers' needs than can be gained with segmentation matching.

Research Paper

Discusses how merging methodologies and data sets can be beneficial to the SaaS (Software as a Service) industry where segmentation frameworks are heavily influenced by feature usage.

Research Paper

Shares how big data and technology created PEZ (Prevention and Eradication of Zika) to help provide information on the risk of the Zika virus in Brazil.

Research Paper

YouGov used connected data to discover success factors of mobile apps in the US and predict what apps will be popular in 2018, based on its findings.

Research Paper

Beatgrid Media, a Dutch measurement start-up, uses a single-source approach to measure TV and video advertising exposure across screens and platforms, at the respondent level.

Research Paper

Automation and neuro-research are two huge waves in the consumer research market, and they are predicted to revolutionize the industry by merging into one - automated neuro-research - a process understandable and accessible to all.

Research Paper

Discusses what problems marketers may face when using virtual reality technology in the automotive category by evaluating results from research in Germany that compared a VR showroom with a real studio.

Research Paper

EBay, a multinational e-commerce corporation, combined big data and ad hoc research in the UK to reveal a customer landscape, inform retention and growth strategies, and drive product development.

Research Paper

Universal Avenue, a global on demand sales platform, used big data to build a machine-learning model and accelerate B2B sales in Sweden.

Article

Surveys some ways in which market research organisations need to adapt their mindsets to stay relevant in the modern insight pipeline and data dispensation, as facilitated through technology.

Research Paper

Facebook, the social networking service, looked into local shopping habits across a number of markets and the need for a mobile-friendly digital presence, by integrating survey data with Facebook's internal data to maximize insights.

Research Paper

SUPERCRUNCH By GfK, a German marketing analytics provider, introduced its Data Design Thinking templates to help turn concepts into specific analytics challenges and clearly defined use cases.