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Article

University students offer a distinct grouping and one which brands have a unique opportunity to reach and build a relationship with.

News

LONDON: Adland is digesting the implications of the unexpected weekend resignation of Sir Martin Sorrell from his position as chief executive officer of WPP, with speculation that the world’s largest ad business could be broken up and that ...

Article

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

Opinion

GDPR will be implemented within weeks and it is particularly important that market research agencies understand its implications.

Article

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

Article

Looks at how one company is working to leverage behavioural insights to design better cities and public spaces which celebrate how people and communities live, work and play.

Case Study

BMW, the car manufacturer, used data science to target high-value customers and increase dealership visits in the US.

Article

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

Article

The Advertising Research Foundation (ARF), the trade body, is encouraging the market-research industry to double down on the use of science in tackling major questions.

Case Study

Chevrolet, an automotive brand, in partnership with Google, a multinational technology company, created a campaign that cut into US consumers' path to purchase through their Google searches and convinced them to buy Chevrolet.

Article

Customer insight is at the heart of innovation and transformation in many businesses, with research helping to create new ideas and reframe familiar problems.

Research Paper

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.

Research Paper

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.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Research Paper

In this article, we report the results of a study that tested a values-based method of predicting political election results.

Article

Marketing researchers must strive to enhance the emerging slate of digital tools at their disposal while also retaining the most valuable techniques from the industry's past.

Research Paper

Many public opinion polls report a mythical margin of error. These reported margins of error are calculated on the basis of a nonexistent (fictitious) dichotomous poll question and are completely unrelated to the actual question responses in a poll.

Research Paper

A non-traditional methodology of polling in small areas, called bellwethers, improves the accuracy of forecasts drawn from a large area.

Article

Argues that the 90s were not a golden age but marketing is about to enter one, thanks to changes in data gathering and technology.

Article

Looks at the history and evolution of Market Leader in response to the marketing industry.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

News

LONDON: Marketers in the UK are typically missing out on revenue and delivering an improved customer experience by not measuring the lifetime value of their customers, a new report has revealed.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Article

Advertising research needs to see the value in replication studies, which can elucidate knowledge by offering new insight into the theories tested.