MRS Awards, Finalist, MRS Award for Healthcare Research, 2019
Examines the need for pharmaceutical companies to move to a more patient-centric approach to fully grasp patient needs through detailing a research project in the UK that used chatbots to better grasp such needs.
Peter Totman, ESOMAR, Fusion, 2019
This paper explores the degree to which political correctness may affect the authenticity of responses in qualitative research, in particular among a working-class audience who voted for Brexit in the 2016 referendum in the UK.
Advertising hasn’t cracked the issues it faces around diversity and inclusion, but Majbritt Rijs has a suggestion: get research agencies involved and hold them to account. Mad Men was brilliant and oh so entertaining.
Neuroscience researchers must apply a new level of rigour to their work if the discipline is to reach its full potential in marketing, according to a paper in the Journal of Advertising Research (JAR).
Preriit Souda and William Landell Mills, ESOMAR, Congress, 2019
Amaranth Insight and PSA Consultants developed a study on British politics to demonstrate how changes in online sentiment, framed by semiotic interpretation, can be shown to affect real world outcomes.
Kate Downer, Chrissie Wells and Charlotte Crichton, International Journal of Market Research, Vol. 61, No. 3, 2019, pp. 236-251
Automated analysis of open-ended text survey data is an appealing prospect. It eliminates human error and human variability and can be used to create models that are easier to update over time than a manual approach to coding generally yields.
Voice technology, used in products such as Amazon’s Alexa, makes for a faster user experience and has potential to become a dominant mode of accessing the internet – but brands wishing to capitalise on it need to adapt their marketing models.