Advertising best practice, evidence and insights

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.

Viewpoint: Marketing research education in the Big Data era

Article • Leo Paas, International Journal of Market Research, Vol. 61, No. 3, 2019, pp. 233-235

The excellent and timely Nunan and Di Domenico International Journal of Market Research (IJMR) paper addressed the stagnant state of many marketing research courses.

ARF chief sees “tangible progress” in a chaotic marketing-research industry

Article • Geoffrey Precourt, Event Reports, ARF AUDIENCExSCIENCE, April 2019

The Advertising Research Foundation (ARF), the industry body, believes that real progress is being made in tackling some of the biggest problems facing the research industry.

Is your agency a hedgehog or a fox?

Article • Luke Perry, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 127-129

This article compares “hedgehog” and “fox” thinking to see which is the superior for agencies. Hedgehogs focus on one central idea and attempt to exploit the full value of that idea.

Discriminant validity assessment in marketing research

Research Paper • Joseph M. Matthes and A. Dwayne Ball, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 210-222

Establishing discriminant validity has been a keystone of measurement validity in empirical marketing research for many decades.

ARF launches new code of conduct

News • 03 April 2019

The Advertising Research Foundation (ARF), the trade body, has released a “Member Code of Conduct” that aims to tackle ethical concerns in the research sector and deals with crucial issues like data collection.

Successful companies invest in 'intelligence capital'

News • 20 March 2019

The insights function needs to move centre stage within companies to perform a more strategic role where ‘intelligence capital’ is seen as an investment in future growth, according to Kantar.

Intelligence capital: an idea whose time has come?

Article • Brian Carruthers, Event Reports, MRS Impact, March 2019

Companies and brands need to become much better at using intelligence in today’s fast-moving business environment, research agency Kantar believes.

How should the impact of advertising research be measured?

News • 08 March 2019

Developing new ways to evaluate the impact of advertising research could benefit academics and industry practitioners alike, a paper in the Journal of Advertising Research (JAR) has argued.

Rethinking the market research curriculum

Article • Daniel Nunan and MariaLaura Di Domenico, International Journal of Market Research, Vol. 61, No. 1, 2019, pp. 22-32

Addressing the challenge of aligning how market research is practiced and how it is taught has been a recurrent theme in the marketing education literature.

Where Do Surveys Fit into the Modern Marketing Ecosystem?

Article • Kyle Findlay, WPP Atticus Awards, Merit, 2018

Surveys are good at answering all types of business issues and have done so successfully for decades, but the role of surveys in the modern data ecosystem is evolving thanks to technology.

Cooperate, or die…

Article • Laurent Florès, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 558-560

This viewpoint encourages marketers to adapt to and embrace the changes that can be brought about by Artificial Intelligence (AI).

Why we need better measures of research impact in advertising: Considerations for best practices to expand research’s reach

Article • Shelly Rodgers, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 385-389

This article offers introspection on measuring and assessing the impact and effectiveness of advertising research.

How do you solve a problem like Cora?

News • 28 November 2018

As Cora, the chatbot developed by RBS, evolves from its text-based origins into a life-like “digital human”, the insight team at the UK bank is on a parallel track searching for appropriate metrics to measure “her” ...

How do you measure a chatbot?

Article • Brian Carruthers, Event Reports, MRS Financial Services Research, November 2018

New channels and new touchpoints may require new measurement methods and those metrics often have to be considered across categories.

Alchemy: Transmuting a combination of data streams into shining new insight

Research Paper • Fiona Blades, ESOMAR, Fusion, 2018

MESH Experience, the data, insight and analytics firm, looked at how experiences with brands affect consumer associations of the brand in the UK.

The Value of Machine Learning in Privacy: Results-oriented machine learning solution in securing PII data anonymisation

Research Paper • Carlos Ochoa and Ezequiel Paura, ESOMAR, Fusion, 2018

Netquest, a market researcher, designed a new method to detect Personal Identifiable Information (PII) based on "learning from experience" with participants from Brazil, Mexico, Spain and the United States.

How P&G is approaching the next tide of marketing research

Article • Stephen Whiteside, Event Reports, TMRE, October 2018

Procter & Gamble, the consumer goods giant, is evolving its approach to marketing research in a bid to more fully understand changing behavior.

The Great Internal Communications Experiment: Transforming engagement with insights at Coca-Cola

Research Paper • Begonia Fafian and Lucy Davison, ESOMAR, Congress, 2018

Coca-Cola, a soft drink brand, improved internal communications for the insights team in Europe in order to make them as effective and engaging as possible.

A New Generation of Craftsmanship: Crafting the future generation of client-side insight professionals

Article • Myralda Derks, ESOMAR, Congress, 2018

Unilever, a consumer goods company, forecast the future of its insights engine by answering a series of questions about how it conceives insights across Unilever as a whole.

Cracking the Congealing Data Privacy Code: A client’s perspective on the impact of privacy on the need for agility in market research within the financial services industry

Research Paper • Kudzai Guvi, ESOMAR, Congress, 2018

Standard Bank, a financial services group, used a mixed-method approach to discover how privacy legislative challenges are affecting market research clients and agencies in South Africa.

Alexa, Order Heineken: How voice technology challenges brand and channel management

Research Paper • Dirk Huisman and Joris Huisman, ESOMAR, Congress, 2018

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.

Viewpoint: Hello marketing, what can artificial intelligence help you with?

Article • Norbert Wirth, International Journal of Market Research, Vol. 60, No. 5, 2018, pp. 435-438

Artificial intelligence based applications are emerging in a broad range of expert domains. News about Al based solutions in medicine, industrial production processes, logistics, mobility and digital marketing trigger discussions and a lot of speculation.

ARF crafting new research code of conduct

News • 26 July 2018

JERSEY CITY, NJ: The Advertising Research Foundation (ARF), the trade body, is developing a new code of conduct that can guide the insights industry at a time of rapid change.

Research management