Research Paper
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John Aitchison, International Journal of Market Research, Vol. 60, No. 2, 2018, pp. 190-197
This article reports on differences observed when asking a simple polling question in a traditional way—that is, asking respondents for predictions about their own voting behavior versus asking respondents for predictions about a friend's voting behavior.
Article
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Sam Peña-Taylor, Event Reports, WARC Event: Behavioural economics, March 2018
The lessons of behavioural science are being taken on by more and more marketers, even as many fail to appreciate that they are themselves affected by industry biases.
Article
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Rory Sutherland, Market Leader, Quarter 2, 2018, pp. 58-58
Digital marketers need to start asking more whys if they want to improve their business in the long run.
Article
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Crawford Hollingworth and Liz Barker, Market Leader, Quarter 2, 2018, pp. 14-15
Showcases three of the strongest techniques to build more creative environments and to maximise creativity in marketing teams.
Article
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Michael Sankey and Ken Roberts, Admap, March 2018, pp. 10-12
Using rational and emotional drivers of brand choice, this article examines research into the relative performance of 15-second vs. 30-second ads.
Article
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Crawford Hollingworth and Liz Barker, The Behavioural Architects, February 2018
Discusses the difficulties in achieving financial capability, the failure of education to help ease this and how providing feedback is a markedly better way to help tackle this problem.
Research Paper
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Piotr Tarka, International Journal of Market Research, Vol. 60, No. 1, 2018, pp. 67-87
In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.
Article
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Wendy Gordon, WARC Exclusive, February 2018, pp. 47-47
Mindframes shares six perspectives that 'explore and understand a different representation of reality' when it comes to market research.
News
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29 January 2018
GLOBAL: Consumer attention is an increasingly scarce commodity in a fragmented media landscape and marketers may have to look beyond simple viewability or OTS metrics to measure this aspect of consumer behaviour.
News
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19 January 2018
NEW YORK: Corporate social responsibility (CSR) initiatives must address the interests of a company’s intended audience to fully support the high-minded intentions of the sponsoring service, a paper in the Journal of Advertising Research ...
Research Paper
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Karen Nelson-Field and Erica Riebe, Admap, January 2018, pp. 40-42
Some thought leaders suggest that human attention is becoming so scarce that it will become a market currency unto itself and future marketers will trade on attention as a measure of advertising success.
Article
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WARC Best Practice, January 2018
This article explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.
Article
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Geoffrey Precourt, Event Reports, TMRE 2017, October 2017
Nutri-Grain, the cereal bar made by The Kellogg Co., responded to a period of limited advertising success by fundamentally rethinking its strategy.
News
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20 December 2017
LONDON: Three-dimensional audience segmentation is useful up to a point but adding the fourth dimension of the subconscious can turn broad-brush segmentations into much more focused ones, according to an industry figure.
Article
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Rory Sutherland, Market Leader, Quarter 1, 2018, pp. 58-58
Lack of variation in data can be indicative of a trend or problem in of itself, and so shouldn’t be ignored.
Research Paper
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Charlotte Lecuyer, Sonia Capelli, and William Sabadie, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 436-446
For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.
Research Paper
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Thorsten Teichert, Dirk Hardeck, Yong Liu and Rohit Trivedi, Journal of Advertising Research, Digital First, November 2017
Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.
Research Paper
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Yoon-Joo Lee, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 422-435
This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.
Opinion
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Eaon Pritchard, December 2017
Humans have only experienced modernity as a blip – for the rest of our existence, the natural world was the basis of all our stimulus.
Research Paper
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MRS Awards, Highly Commended, Applications of Research, 2017
The Home Office's Research, Information and Communications Unit (RICU) conducted research into the development and refinement of a successful behaviour change campaign in relation to Indecent Images of Children in the UK.
Research Paper
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MRS Awards, Winner, International Research, 2017
The Bill and Melinda Gates Foundation, a private foundation founded by Bill and Melinda Gates, used research to generate demand for Voluntary Medical Male Circumcision in Zambia and Zimbabwe, to help tackle their HIV epidemic.
Article
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Crawford Hollingworth and Liz Barker, The Behavioural Architects, December 2017
Explains the term 'sludge' as the dark side of nudge ethics and provides a solution to these practices in the form of a policing role for behavioural economics.
Research Paper
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Andy Davidson and Fiona Hall, ESOMAR, Big Data World, November 2017
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.
Article
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Heather Andrew, Admap, December 2017, pp. 26-27
Three-dimensional audience segmentation (who people are, what they do and how they say they think and feel) can provide a fuller range of insights, but ignoring the subconscious, or the 'fourth dimension', can be a huge omission.
Opinion
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Tom Ewing, November 2017
The modern Christmas ad is deeply associated with John Lewis and its mega-successful formula of tear-jerking storytelling and thoughtful gifting.
