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Article

Discusses seven Behavioural Science based concepts which are key tools for optimising everyday communications: Choice Architecture, Salience, Anchoring, Framing, Chunking, Cognitive Ease and Social Norms.

Article

Outlines a simple four-step process for applying behavioural science to optimise everyday communications.

Research Paper

This study proposes a new measure of emotions suitable for research with children. Emotions play a key role in shaping children’s responses to advertising, but research on these influences is scarce and underdeveloped.

Case Study

Myer, a department store, was able to reverse declining year-on-year sales in Australia by using the world's first clickable six-second bumpers.

Article

UNTUCKit, the apparel manufacturer, has been able to refine its approach to television advertising by using smarter measurement solutions.

Research Paper

Probability-based sampling is the gold standard for general population surveys. However, when interested in more specific populations (e.g., consumers of a particular brand), a lot of research uses data from non-probability-based online panels.

Research Paper

This article reviews the experience, steps taken, and lessons learnt from including a virtual reality film within a mobile online survey.

Article

Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.

Article

TD Ameritrade, the brokerage and investment company, has taken numerous steps to help align its marketing with true business drivers.

Article

Outlines the importance of brand story and explains why a planning discipline that defines a brand in order to guide what it makes, beyond what it says, is increasingly valuable.

Research Paper

Modern social and marketing research relies heavily on surveys to collect data. At the same time, it is well established that survey responses are influenced by response style biases that vary across individuals, countries and cultures.

Research Paper

This study examined consumers' motivations for participating in market research online communities (MROCs) and an integrative role of community identification in explaining its motivational antecedents and consequences.

Research Paper

Introduces the initiatives of Marketing Research 2.0 (MR2.0), a voluntary group of professionals who are either suppliers or clients in Japan's MR industry, and illustrates a case of successful collaboration between suppliers and clients in Japan.

Research Paper

Advises researchers and practitioners about the advantages and limits of using artificial intelligence (AI) to facilitate the implementation of innovative survey response formats.

Article

Global strategies, campaign updates and trends in the luxury auto category.

Research Paper

Details the research that Netquest, an online fieldwork company, carried out into analysing the impact of image recognition in surveys throughout Mexico and Spain.

Article

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

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.

Article

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

This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.

Research Paper

This study examines the use of trap questions as indicators of data quality in online surveys. Trap questions are intended to identify respondents who are not paying close attention to survey questions, which would mean that they are providing sub-optimal responses to not only the trap question itself but to other questions included in the survey.

Research Paper

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

KFC Thailand has used mobile consumer surveys to better understand their consumer market amid changes in category behaviours, using the data to fuel advertising investment, product testing and in-store testing.

Article

This article explores the current thinking and writing on the subject of designing surveys to make the questions most conducive to accurate, useful answers and better quality data.

Case Study

Royal National Theatre, a publicly funded performing arts venue in the UK, used OOH, digital and search behaviour to secure the future of its theatre and better engage with its consumers.