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Research Paper

This paper looks at the use of technology to enhance measurement and insights for the out-of-home industry in the United States.

Research Paper

This paper examines the integration of survey data and user data over three case studies, to achieve better insights, media planning and activation in the APAC region.

Research Paper

This paper seeks to respond to the data scientists now providing many of the insights, suggesting that the best way forward is to fuse both survey-based insights with data science.

Research Paper

This paper examines how smart data integration can reinvent market research through sustainable consumer connection, seeing the future first, and moving from insight to impact.

Article

This article provides an overview of the longer term effects of marketing actions and argues that strategic marketing decision making needs to account for both the short-term and long-term effects of marketing.

Research Paper

This article questions the use of outdated targets when buying TV, showing how linear TV is beginning to exploit the proliferation of data.

Article

This event report looks at the major challenges facing the market research industry as regards data collection and analysis in a fast-changing media landscape.

Article

This event report considers the various technical, economic and political challenges the research industry faces and the pressure it is under to deliver faster, better and cheaper.

Research Paper

This paper illustrates how a segmentation study was conducted for Celcom, a Malaysian telecoms business, using a creative approach that embedded the findings throughout the organisation.

Research Paper

Newspaper and magazine publishing businesses are going through tremendous change. Readers are accessing content in multiple formats from multiple devices and are increasingly difficult to measure.

Article

This article identifies some of the drawbacks of big data, arguing that it should actually be called 'device-based data' and that hybrid approaches are the best way forward.

Research Paper

Survey respondents want short, applicable surveys they enjoy. In order to continue to receive good data, we need to capture respondents’ input through the means and within the capacity they are willing to provide.

Research Paper

This article explores ways of improving targeting in real time bidding (RTB) advertising by using digital footprints to create segemented user profiles.

Article

This report looks at the power of cross-platform advertising, proving that a well-measured integrated campaign can deliver 8 per cent greater reach or significantly higher frequency without any additional expenditure.

Article

This article provides guidance on best practice when dealing with data integration. There is growing demand for data integration as the range of media channels continues to grow and fragment.

Article

This article summarises the highlights from the second day of Warc's MAP conference, on the theme of understanding the connected consumer.

Article

This presentation discusses developments in quantitative mobile research, with reference to Google Consumer Survey's research product.

Article

This report, from the biennial Print & Digital Research Forum Symposium, summarises proceedings from a three-day event focused on the methods and challenges of measuring print and digital audiences in an era of multi- and cross-platform media consumption.

Research Paper

This paper discusses the reliability of online panel data, considering the issue of sample bias by examining different methods of selecting and weighting samples from panels.

Research Paper

This paper examines some characteristics and trends in the Big Data solutions that are now available to businesses.

Research Paper

Data-integration techniques can be useful tools as marketers continue to improve overall efficiency and return on investment.

Research Paper

This paper demonstrates how knowledge of the fundamental brand mechanics for BMW Group, the car maker, can be generated and integrated by using multiple data sources.

Case Study

This case study explains how research contributed to reversing the sales declines of Polident and Super Poligrip, two denture care products from GlaxoSmithKline.

Article

The increasingly complementary relationship between traditional TV and digital is driving content creators to take a more holistic approach to distribution.

Article

Long-term return on marketing investment (ROMI) is much harder to measure, more difficult to understand, less tangible and less persuasive than short-term gains.