Advertising best practice, evidence and insights

The possible benefits of reporting percentage point effects

Article • George Terhanian, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 635-650

Many academic researchers regard logistic regression as the preeminent analytic approach for modeling binary outcomes.

Machine learning applied to pack classification

Article • Weiqiang Hang and Timothy Banks, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 601-620

Pack or product classification is a quite common task in market research, particularly for sales tracking audits and related services.

Dixons: Customer Matters – Impactful commercial insight at scale

Case Study • MRS Awards, Finalist, MRS Award for Insight Management, 2019

Dixons Carphone, a multinational electrical and telecommunications retailer, created the Customer Matters programme in the UK, which uses digital first research to underpin decision-making.

Shell Lubricants qualitative segmentation study

Case Study • MRS Awards, Winner, MRS Award for Business-to-Business Research, 2019

Shell, an oil industry company, launched a large-scale ethnographic study to inform its global innovation and growth strategy, providing a new direction for redefining relationships with customers in the UK.

Barclays UK: Customer Experience research programme

Case Study • MRS Awards, Finalist, MRS Award for Insight Management, 2019

Barclays UK, a banking brand, built upon its existing customer experience research platform to revolutionise the insights it provides through customer feedback dashboards in the UK.

Macmillan Cancer Support: A truly sector-leading approach to insight management

Case Study • MRS Awards, Winner, MRS Award for Insight Management, 2019

Macmillan Cancer Support, a charity, created an online synthesis of evidence that draws on a range of data to provide better insights on people living with cancer for its staff in the UK.

World Animal Protection: When disasters strike, animals suffer

Case Study • MRS Awards, Highly Commended, MRS Award for International Research, 2019

World Animal Protection, a non-profit animal welfare organisation, created a quant/qual study that provided it with hard evidence to encourage the protection of animals from government officials globally.

Moving from fission to fusion: helping Matalan flourish

Case Study • MRS Awards, Finalist, MRS Award for Insight Management, 2019

Matalan, a fashion and homeware retailer, cut across data to uncover strategic insight into the omnichannel customer journey in the UK, which enabled Matalan to invest strategically in the areas of the business that will have most positive commercial impact.

How many people consume BBC News content?

Case Study • MRS Awards, Finalist, MRS Award for International Research, 2019

BBC World Service, an international broadcaster, uncovered how many people watch its content globally to help reach underserved audiences through its Global Audience Measure.

Big data big debate: How to handle 5 million plus verbatims in just two weeks?

Research Paper • Bruno Jeanbart, ESOMAR, Fusion, 2019

OpinionWay, an institute for studies, marketing, communication and opinion polls, analysed the data collected on the online platform granddebat.fr, which allows French citizens to speak to their local mayors about their concerns.

Unscripting the script: Re-thinking conversations with consumers and stakeholders

Research Paper • Manisha Dikshit, ESOMAR, Fusion, 2019

Presents a new model of insight generation for market researchers, by opening up research practice for imagination and creativity through a more facilitative approach.

A ton of data and an ounce of emotion: Customer-centered CRM communication optimisation process

Research Paper • Leszek Haba and Piotr Idzik, ESOMAR, Fusion, 2019

Looks at optimising customer relationship management (CRM) communications with a focus on the bookmaking industry in Poland.

Impact not to be sniffed at: How one study changed the global culture of fragrance

Research Paper • Katell Maguet and Oliver Sweet, ESOMAR, Fusion, 2019

IFF, the fragrance solutions company, used ethnography to transform its culture in the US and create the Scent Styler, the company’s first internally developed consumer product and technology.

Quick qual manifesto: How to conduct quick qualitative research without compromising deep insights and losing the essence of research for design

Research Paper • Nasly Liliana Galindo Quiroga and Gabriel Escalante Sobrino, ESOMAR, Fusion, 2019

Proposes ten principles to help a design researcher to keep up with a rapidly changing marketplace, adapt and deliver relevant findings and insights quickly.

How P&G plans to fix an “unsustainable” market-research ecosystem

Article • Geoffrey Precourt, Event Reports, The Market Research Event, November 2019

Procter & Gamble, the FMCG giant, is building a new kind of analytics and insights expertise as it seeks to keep up with consumers.

Talking to India’s farmers

Article • Brian Carruthers, Event Reports, Marketing Week Insight Show, March 2019

Outlines a project to set up the first continuous panel to help a pesticides company better understand India’s farmers.

Data analytics is the fastest growing area of market research

News • 10 September 2019

Traditionally defined market research is growing at a slower pace than data analytics and insights, according to the annual ESOMAR Global Market Research report.

How an app transformed Brother’s office research

Article • Brian Carruthers, Event Reports, MRS The Future of B2B Research, June 2019

The office environment is changing and B2B research methodology has had to adapt accordingly, as simple site visits are no longer enough.

Global insights transformation the high-tech way

Research Paper • Robert Adams and Elizabeth P. Morgan, ESOMAR, Congress, 2019

Highlights key best practices identified by Visa, the financial services company, for accomplishing transformation through technology-based strategy.

Test launch is the new black: How learning in-market can optimise launch success

Research Paper • Erin Russeck and Jessica Bolger, ESOMAR, Congress, 2019

Drinkworks, the beverage innovation company, adopted a launch-and-learn strategy to bring its new-to-world Home Bar system to market in the US.

Conversational research: Will chatbots make research more human?

Research Paper • Annelies Verhaeghe, Alina Stanci, Patricia Van der Hart, Nick Pearson and Carine Guillou, ESOMAR, Congress, 2019

Looks at whether chatbots make research more human through a study by Nomad Foods, a frozen food company, which compared consumer responses to a product performance survey with a chatbot survey.

Using technology to drive commercial opportunities at F1 races

Research Paper • Matthew Roberts, ESOMAR, Congress, 2019

Formula 1's new global research team worked with spacial intelligence company Meshh to deliver insights into spectator behaviour around race circuits, with a view to maximising commercial revenue and spectator engagement at F1 events.

How to demonstrate the value of investing in customer insight

Article • Joaquim Bretcha, WARC Webinars, June 2019

Discusses key differentiators, as well as key commonalities, in facilitating an optimal insights function.

Philip Morris: Building Best in Class Insights Capabilities – From “strategic insights partner” to “source of competitive advantage”

Research Paper • Tony Li and Aruni Ghosh, ESOMAR, Asia Pacific, 2019

Phillip Morris International, a cigarette and tobacco manufacturing company, shares its journey towards making the continuous integration (CI) function a source of competitive advantage, the steps it undertook, and its impact.

Looking inside the Digi-Qual Toolbox: Tips and tricks to leverage the digital qualitative revolution

Research Paper • Garnette Weber, Cláudia Mota and Dalila Antonacachi, ESOMAR, Latin America, 2019

There are many options available for time-pressured people looking to adopt or expand their use of digital qualitative research and automation of processes in Latin America.

Research management