Saul Dobney, Carlos Ochoa and Melanie Revilla, International Journal of Market Research, Vol. 59, No. 4, 2017, pp. 495-516
The main goal of this research is to study the impact on the answers and data quality of making conjoint questions more realistic by introducing some randomised noise into the descriptions of the conjoint levels or by simulating the way an e-commerce website displays products.
Ron Johnston, International Journal of Market Research, Vol. 59, No. 4, 2017, pp. 423-448
This paper suggests an alternative procedure to the rating of places according to the assumption that averaging data on a number of different criteria presents a valid representation of a general pattern.
Research on WARC, MediaSense, June 2017
This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.
This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.
Chris Archer-Brown, Julia Kampani, Ben Marder and Anjali S. Bal, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 159-172
Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how MS Limited Australia, an Australian charity organisation, successfully raised awareness about Multiple Sclerosis (MS) by designing a bicycle laden with the disease's symptoms.
This article provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.
Anna Hamill, Event Reports, Advertising Week Asia, May/June 2017
This article explores how McDonald's was able to turn around its ailing brand in Japan to revitalize and re-engage customers with an emphasis on digital content, customer experience and extensive market research.
Chunyu Li, Ling Peng and Geng Cui, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 335-354
This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.
Roger Mortimore, Paul Baines, Robert Worcester and Mark Gill, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 285-300
This Forum article considers the unsatisfactory results of pre-election opinion polling in the 2015 British general election and the BPC/MRS enquiry report into polling by Sturgis et al., providing a response from Ipsos MORI and associated researchers at King’s College London and Cranfield Universities.
IAB Europe Research Awards, Winner, Best Use of Research Budget, 2017
This paper details the findings of a study into consumer attitudes and awareness across Europe of the European Self-Regulatory Programme for Online Behavioural Advertising (OBA), a mechanism for consumers to control their preferences for online behavioural advertising.