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Research can’t be trusted because people don't know what they want

Opinion • Adam Cleaver, September 2021

Traditional research techniques rely on the deeply flawed process of asking consumers to self-analyse their behaviours – Collective’s Adam Cleaver argues that we need to explore the subconscious.

Lots of bots or maybe nots: A process for detecting bots in social media research

Research Paper • Michael Mehmet, Kane Callaghan, and Clifford Lewis, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 552-559

The use of bot messaging, that being artificially created messages, has increased since 2010. While not all bots are bad, many have been used to share extreme and divisive views on a range of topics, from policy discussion to brand electronic word of mouth.

Maximizing participation from online survey panel members

Research Paper • Kylie Brosnan, Astrid Kemperman and Sara Dolnicar, Int. Journal of Market Research, Vol. 63, No. 4, 2021, pp. 416-435

Low survey participation from online panel members is a key challenge for market and social researchers.

No nerds or introverts here

Opinion • Brian Carruthers, April 2021

Market research is today a £4bn industry in the UK. A new book taps the recollections of those who have worked in it since it took off in the 1970s.

It’s time to talk: The role of a virtual assistant and AI in retail healthcare

Research Paper • Litthya Burgin, Jeff Haselum, ESOMAR Conference papers, Insights Festival, 2020

Multinational pharmaceutical company GlaxoSmithKline (GSK) played with different research techniques to explore the concept of an interactive AI Self-Care Coach in a retail healthcare environment.

From change management to change leadership: How I (accidentally) transformed a massive CPG insights organisation

Research Paper • Michelle Gansle, ESOMAR Conference papers, Insights Festival, 2020

Multinational manufacturer Mars, in examining the changing world brought about by COVID-19, identified five key shifts for the insights industry to make to evolve its own function and create value.

Hello Alexa, is there any survey for me? VAI (voice assisted interview) as a way to stop chasing respondents

Research Paper • Ennio Armato, ESOMAR Conference papers, Insights Festival, 2020

Smart speaker brand Amazon Echo was used to explore if Voice Assisted Interview (VAI) could gain insights from panels and offer fresh ways to reach the digital consumer in the US.

Marketing beyond instincts: Delivering front end insights quickly, accurately and at a fraction of cost

Research Paper • Gigi Leung, Daphne Mavroudi-Chocholi and Vanessa Oshima, ESOMAR Conference papers, APAC, 2020

ACUVUE, a contact lens brand, developed a new approach to deliver front-end insights cheaply in Japan.

Remaining human in a world of AI

Research Paper • Ramanathan Vythilingam, ESOMAR Conference papers, APAC, 2020

Unilever, a consumer goods company, examines how Artificial Intelligence's next level of business impact will be unlocked when human involvement becomes central to the conversation.

Can AI bring better insight than humans?

Research Paper • Kenichiro Sato, Yohei Takeshita and Toshimitsu Sekii, ESOMAR Conference papers, APAC, 2020

Twitter, a social media company, analysed whether Artificial Intelligence or humans provide better insights by pitting the two approaches against each other in an audience segmentation study in Japan.

Research in the wake of tragedy: When qualitative research became 'emotion work'

Research Paper • Sandeep Dutta, Anjani Athukorala, Fiona Juriansz Munasinghe and Ramani Samarasundera, ESOMAR Conference papers, APAC, 2020

Hemas, a consumer brand, outlines the challenges of conducting qualitative research in the aftermath of a national tragedy in Sri Lanka.

Giving voice to the voiceless: Conducting research with the disempowered through AI-powered voice survey technology

Research Paper • Violet Lazarevic, Anne-Marie Moir and Jonathan Prosser, ESOMAR Conference papers, APAC, 2020

Telstra, a telecommunications and technology company, investigated AI-powered voice surveys as an alternative survey format for commercial research in Australia, particularly in terms of capturing a more inclusive spectrum of respondents including disempowered members of society.

The future looks bright for insights professionals who can marry theory and application

Article • Biprorshee Das, Event Reports, Zee MELT conference, September 2020

Hatted’s Dan Foreman outlines how the corporate insights function is shaping up and what the discipline could look like in 2030.

Blinded by technology: A future-proof CMI framework

Research Paper • Tom De Ruyck, ESOMAR Conference papers, Latin America, 2020

This paper considers how market research will change in the coming decade.

Gender, race and power in AI: How do we ensure that the AI we utilise doesn’t produce bigger data gaps than it fixes?

Research Paper • Kristin Luck and Jessica Sage, ESOMAR Conference papers, Latin America, 2020

Looks at the potential for AI to recommend actions that maximise corporate profits at the expense of making human lives better or worse and possibly excluding, discriminating against, or even endangering entire populations.

The non-stop ARF introduces “Universe Study” to align digital contact points

Opinion • Geoffrey Precourt, October 2020

The Advertising Research Foundation (ARF), the industry body, is focused on enhancing digital measurement and boosting diversity in marketing research, reports Geoffrey Precourt, WARC’s US editor.

The 2019 organizational benchmark survey: The advertiser report

Article • ARF Knowledge at Hand, March 2020

Discusses the findings of the ‘The 2019 organizational benchmark survey: The advertiser report’, the first report made from the results of the survey.

Why McDonald’s is listening differently

Article • Brian Carruthers, Event Reports, DMEXCO @home, September 2020

This article explores some of the steps and techniques that McDonald's and its partners are pursuing in order to understand all groups of consumers.

Return to intimacy: Why it took a global pandemic to rekindle our love of insight

Opinion • Stuart Sullivan-Martin, Camilla Bruggen and Elif Pulcu, September 2020

COVID-19 offers advertising strategists an opportunity to revive and renew the methods by which they acquire real human insights.

Qual research – ‘the business equivalent of antibodies’

News • 26 May 2020

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 practitioner

Face-to-face with uncertainty: Moving qualitative research through and beyond COVID-19

Article • Drago Djourov, WARC Best Practice, May 2020

Researcher Drago Djourov outlines how online methods can help brands make sense of what’s happening right now but makes the case for why we need to go back to face-to-face research post COVID-19.

Innovating in challenging times: Research during COVID-19

Research Paper • Ipsos, Research on WARC, March 2020

Provides advice for marketers about if they should start, stop or continue their research programs during the COVID-19 pandemic.

The golden rules for testing new brand ideas with consumers

Opinion • Ben Osborne, March 2020

New brands can’t come into existence without consumers, but consumers won’t always pick the winner, says Ben Osborne.

The Marcel-ification of market research

Opinion • Sam Peña-Taylor, February 2020

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.

Insights from the BBC on researching ‘challenging’ markets

Article • Brian Carruthers, Event Reports, Qual360 Europe, February 2020

The BBC World Service has learned to make a small research budget go a long way in challenging markets.

How to be insightful

Article • Sam Knowles, WARC Best Practice, October 2020

Provides a novel framework and a structure for generating insight.
Strategy Toolkit module 5: Generating insight

Article • Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.
How rethinking qualitative research can help brands understand Generation Z

Article • Emily Goldhill, WARC Best Practice, June 2018

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.
Strategy Toolkit: Generating insight

Article • Strategy Toolkit, Strategy Toolkit

This article describes how agency strategists/planners gain and use insights - and what type of insight is useful when developing a marketing or communications strategy.
Winning hearts and minds: Why your brand needs difference and distinctiveness (and how market research can help)

Article • Phil Sutcliffe, WARC Exclusive, May 2021

Looks at how marketers can create and sustain both difference and distinctiveness and how market research can help.
How to deliver consumer insight

Article • Merry Baskin, WARC Best Practice, September 2016, pp. 36-37

Insight is not synonymous with market research, but too many Customer Insight Managers (the Market Research Executive rebranded) are still only data gatherers.