Article
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WARC Best Practice, July 2017
This article summarises the insights from a series of key papers addressing data protection and privacy and the regulations concerning the use of consumer data, particularly the impending EU General Data Protection Regulation (GDPR) and ePrivacy Regulation.
Article
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Natalie Candy and Vicky Bullen, Admap, July/August 2017
This article examines the impact of colour on our subconscious brains, and the challenges faced by brands in using colour to communicate the right information to consumers across categories, cultural context and brand meaning.
Research Paper
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Glen Parker and Liz Haas, Admap, July/August 2017
This article shows that advertisers must understand the emotional needs of their consumers in real-life moments when brands become relevant, so they can cut through the clutter at times when consumers are most receptive to their messages.
Article
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Brian Carruthers, Event Reports, Nudgestock, June 2017
This event report considers a number of aspects of behavioural science thinking that have possible applications in marketing.
News
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16 June 2017
LONDON: Marketers are generally well versed in such things as media use, audience behaviours and preferences, but they also need to acquire an understanding of consumer habits if they are to achieve lasting success, according to two industry ...
Article
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Crawford Hollingworth and Liz Barker, WARC Best Practice, June 2017
This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.
Research Paper
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Saurin Shah, Roland Leung and Geeta Lobo, ESOMAR, Asia Pacific, May 2017
This paper examines whether audio responses in surveys can be used to detect subconscious responses to questions in the Indian market.
Research Paper
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Pascal Bourgeat, Burt Langton and Paul Cording, ESOMAR, Asia Pacific, May 2017
This paper looks at the potential insights that can be gained from confronting the data gathered through machine learning with behavioural science principles.
Research Paper
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Brian Fine and Con Menictas, ESOMAR, Asia Pacific, May 2017
This paper presents a new approach to capturing respondents' emotional drivers of behaviour through research involving free form text, using the example of the 2016 US Presidential election, and listing implications for the Asian market.
Article
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Stephen Whiteside, Event Reports, Global Marketer Week, April 2017
This event report outlines how artificial intelligence could reshape the way consumer insights are generated and activated, based on the example of Sqreem, an analytics provider.
Article
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Geoffrey Precourt, Event Reports, ARF Annual Conference, March 2017
This event report outlines how behavioral economics can help marketers better understand and engage consumers.
Research Paper
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Andrea Lara, Andrés Moreno and Juan Andrés Tello, ESOMAR, Latin America, April 2017
This paper explains a mobile-based research methodology designed to measure both explicit and implicit non-verbal responses, illustrated by a Latin American pilot study for Heineken, the beer company.
Research Paper
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Jaime Romano, ESOMAR, Latin America, April 2017
This paper describes the use and application of various ‘neuromarketing’ techniques to market research studies.
Article
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Wendy Gordon, Market Leader, Quarter 2, 2017, pp. 30-33
This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.
Article
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Crawford Hollingworth, Market Leader, Quarter 2, 2017, pp. 16-17
This article espouses the virtues of behavioural economics and describes how it can benefit companies, governments and non-profit organisations.
Article
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Dominic Twose, Admap, March 2017, pp. 10-12
This article describes key learnings from the use of facial coding to assess ad responses to understand how advertising success is affected by emotional response, and to understand how that response can be measured.
News
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08 February 2017
BOCA RATON, FL: Marketers seeking to influence shopper behaviour should consider tapping scarcity, simplicity and genuine moments of truth, according to Zoë Chance, Assistant Professor of Marketing at the Yale School of Management.
News
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07 February 2017
BOCA RATON, FL: Coca-Cola, the soft drinks giant, has found that measuring how marketing impacts consumer "feelings" offers powerful real-time insights which can then help boost key brand metrics.
Article
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Geoffrey Precourt, Event Reports, The Market Research Event, October 2016
This event report outlines five key principles which marketers should consider in seeking to connect with consumers.
News
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03 February 2017
NEW YORK: In the latest issue of the Journal of Advertising Research (JAR), a team of authors from Truth Initiative make a powerful case that the proper messaging can have a meaningful effect even on addictive behavior.
News
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17 January 2017
BOCA RATON, FL: Foster Grant, the eyewear brand, has successfully shown the power of emotional engagement by tapping into the deep-rooted feelings many consumers associate with wearing reading glasses.
News
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06 January 2017
NEW YORK: Older consumers demonstrate a clear preference for rational, rather than emotional, marketing appeals, according to a study published in the Journal of Advertising Research (JAR).
Article
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Rory Sutherland, Market Leader, Quarter 1, 2017, pp. 58-58
This article looks at the importance of emotion instead of reason in decision making and how this can be applied to marketing.
News
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30 December 2016
Behavioural science is becoming mainstream, with brands increasingly looking to this field for a better understanding of consumer behaviour and marketers keen to see how it can inform the creative process.
Article
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WARC Best Practice, December 2016
This article explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.
