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Research Paper

This study explored how online and offline buyers of a specific product differ in their cross-channel use throughout the purchase process and how this differs across types of products.

Research Paper

This article examines the appropriate balance between two contrasting modes of understanding and predicting personal behaviour.

Opinion

In my last blog, I wrote about the risks to anonymity facing participants in confidential research projects if we don't give sufficient thought to the risk posed from creative analysts accessing survey data.

Opinion

I've already selected one Landmark paper that focused on the importance of Census data to market research, that by Baker et al (' The utility to market research of the classification of residential neighbourhoods ') originally presented at the 1979 MRS Conference and reprinted in JMR Vol.

Research Paper

Efforts are continually made from within and outside developing countries, to better understand the consumer and customer distribution, for the purpose of devising and delivering a more accurate means to market insight within such regions.

Research Paper

Mariann Hardey looks at the creation of visual representations of complex data. Examples of postcode data use to map consumer types in residential areas are described to demonstrate the how powerful such visualisations can be.

Research Paper

A paper focussing on the evolution of online communities (MROCs). The authors argue that by 2011 communities had become a mainstream research technique; and that by 2017 the landscape will be very different with communities filling a different role and having a different appearance.

Research Paper

The aim of this paper is to show how supermarket loyalty card data from a panel of over 1.4 million shoppers can be used to analyse the effect of price promotions in a way which can bring significant advantages to retailers and manufacturers when making promotional decisions.

Research Paper

The recent census in the UK, taken in March 2011, may also have been our last – since the Office for National Statistics has announced that it intends to explore alternative more cost-effective options for ‘census taking’ in the future.

Case Study

TalkTalk, the phone and broadband service, wanted to reach price-conscious consumers who were hoping to save money but were unwilling to compromise on reliability and quality.

Research Paper

This paper reviews the growing use of personal and family names as a basis for inferring ethnicity, for researching behavioural differences among ethnic groups, and as a basis for market segmentation.

Article

Segmentation techniques have become more sophisticated, but it remains complex and difficult to reach different groups as soon as one moves beyond the original demographic segmentations.

Article

This introduction to Admap's report on segmentation reviews the benefits and problems associated with the technique, which aims to identify a specific type of person at whom to target marketing.

Article

Psychographic segmentation has been known to be effective for four decades, but remains underused. This is because of a lack of universality (psychological variables are largely formed by culture, which can vary at quite local levels); the fact that most systems are proprietary (which means that one does not know the relevant questions for identifying psychographic groupings); and problems of applicability (most systems are designed with a specific purpose in mind, which will not cross easily to other categories).

Research Paper

Market research is generally considered the realm of the private commercial sector. This paper presents an innovative use of market research methods in the public sector, in particular the use of geodemographics, to tackle health inequalities.

Article

It is no longer the case that shopping at a low-cost store indicates poverty; smart consumers have come to realise that price is not always an indicator of quality, as premium-priced products may be mediocre, and low-priced ones may thus not be inferior in quality.

Article

The desire to manage direct marketing campaigns on a pan-European basis is commercially strong, especially the appeal of production economies, but the reality is not simple.

Article

Ideally for both marketers and consumers, advertising communications would only reach their target audience at a time when receptivity is at its highest.

Research Paper

Since the beginning of our industry one of our main pre-occupations has been with how to distinguish between individuals in meaningful ways.

Research Paper

This paper studies the role of geodemographic segmentation as an analytic tool in retail location strategy.

Research Paper

This study provides a theoretical and empirical analysis of the relevance of geodemographic segmentation as a support tool in the definition of an optimal geographic price discrimination strategy on the part of retail firms.

Research Paper

Cluster analysis has been successfully used in market segmentation for several decades. However, alongside evidence for the value of the technique, a number of studies have highlighted the importance of testing the reliability and validity of cluster solutions.

Article

This paper definines consumer insight and brand strategy as the two prongs that underpin marketing today.

Article

Chris McDonald, planning director at BDH/TBWA, believes that a surfeit of research and market analysis can get in the way of the two core skills that make marketing valuable: intuition and creativity.

Research Paper

This paper advances the debate concerning the future of market research by presenting nine new rules to guide thought and action in a period of transition.