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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.

News

BERLIN: Market research is facing problems around participation and data quality but tweaking traditional research methods can make a significant difference to engagement and response rates.

Article

Market research is changing; questionnaires lead to professional respondents rather than the true target audience – the solution for some has been to rethink research through gamifications and simulations of real world situations.

News

NEW YORK: “Reward” ads in gaming apps, which offer players free items to enhance their experience in return for interacting, are impactful on a variety of metrics, according to a study in the Journal of Advertising Research (JAR).

Research Paper

This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust.

Research Paper

This study investigates the key antecedents and mechanisms that influence customer identification in healthcare contexts, based on two studies from different stakeholders: healthcare workers and patients (customers) of healthcare organisations.

Article

Email marketing is enjoying a renaissance in the digital era, with new innovations allowing multichannel integration in India.

Article

Looks at how behavioural economics can be used to improve people's financial future and encourage consumer engagement.

Article

Looks at how and why programmatic is gaining traction across various platforms, whilst falling behind in television, and notes why this is key for brands.

Article

Carhartt, the apparel company, has put user-generated content at the heart of its online marketing, as well as leveraging this material for a range of other strategic purposes.

Research Paper

This article describes research carried out with mobile operator O2 to establish whether VR is practical within quantitative research and whether it could produce meaningful data.

Case Study

Pantene, a haircare brand, launched a micro-targeting campaign to reach and engage with females across Indonesia.

Article

This article explains how behavioural science can help us become more responsible citizens and reduce non-compliant behaviours such as not paying bills on time or jumping red lights.

Research Paper

Giving free game items to mobile users through in-app reward advertisements could generate a sampling effect and increase the probability of users making in-app purchases.

Article

This paper summarises knowledge and offers guidance and reading on mobile research, encompassing both the methodological use of mobile devices and technologies in the research process, and the research of consumer mobile habits.

Article

This article covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.

Research Paper

This paper tells the fictional story of a power-hungry Lord who gets inside the heads of his citizens and becomes one with the data in order to secure unconditional loyalty from his people, as a warning of what the industry could look like in 2087.