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).
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.
Philip Morrison and Alex Johnston, ESOMAR, Fusion, 2018
The Distilleries, an insights company, and research firm Jigsaw, discuss taking a holistic approach to online communities in the UK and developing a mindset that focuses on the client end-game, rather than any fixed methodology.
Phyllis Macfarlane and Sonia Whitehead, ESOMAR, Congress, 2018
Paragon Partnership, a data and insight company, BBC Media Action, a British broadcaster's international development charity, and market researcher Big Sofa came together to solve an important industry issue – the quality of qualitative research globally.
Procter & Gamble, the consumer goods manufacturer, believes that greater transparency, objective measurement and more “complete” data are required to help brands truly understand and serve consumer needs.
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.