Online research methods are a practical alternative to the face-to-face variety in times of social distancing, but brands shouldn’t be tempted to stick with these post-pandemic as much is lost without the use of face-to-face research, a ...
Market research is often more focused on what matters to the business than what matters to the customer – and therein lies a major problem for many businesses that profess to be customer-led, according to an industry figure.
Firms want professional-level advanced analytics, on a global scale and on a budget. But how brands know what they know is less of a discussion at IIeX as knowledge-sharing takes centre stage (and top sponsor billing), says Sam Peña-Taylor.
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.