Advertising best practice, evidence and insights

Viewpoint: Making the case for context – Creating value from market research history

Article • Daniel Nunan and Anca C. Yallop, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 585-587

This article examines the history of the market research sector and how it can provide value. There is increasing interest in the history of market research in the UK.

Qualitative semiotics: Can we research consumer meaning-making?

Article • Chris Barnham, International Journal of Market Research, Vol. 61, No. 5, 2019, pp. 478-491

The notion of "meaning" is central to marketing because it is only through the making of meaning that "added value" can be created.

Can blockchain really disrupt market research?

Article • Laurent Florès, International Journal of Market Research, Vol. 61, No. 5, 2019, pp. 466-467

This article examines blockchain technology and its expected impact on the market research industry. Blockchain technology can record all data transactions and exchanges over time, in a secured and trustworthy way, thanks to an anonymous and decentralized system.

The marketing research curriculum: Closing the practitioner–academic gaps

Article • Marco Vriens, Stephen Brokaw, Douwe Rademaker and Rogier Verhulst, International Journal of Market Research, Vol. 61, No. 5, 2019, pp. 492-501

As an industry, marketing research has enjoyed decades of systemic growth. Unfortunately, dissatisfaction with the return on marketing research investments has also been consistently voiced.

Marketing neuroscience needs deeper rigour

News • 11 October 2019

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).

Building a foundation for neuromarketing and consumer neuroscience research: How researchers can apply academic rigor to the neuroscientific study of advertising effects

Article • Thomas Zoëga Ramsøy, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 281-294

Since its modern inception about two decades ago, the use of neuroscience tools and insights in studying advertising has grown an increasing prominence in the researcher's toolbox.

Four challenges of a new leader in an insights organisation: Personal journey

Research Paper • Kajoli Tankha, ESOMAR, Congress, 2019

Outlines some of the challenges of becoming a leader in an insights organisation and some lessons learned.

Dear {Diary_Name}: A comparative study between humans versus chatbots on moderating online diaries

Research Paper • André Torales, Felipe Ferraz and Nick Nomm, ESOMAR, Congress, 2019

Details key takeaways from a research project by social media platform Facebook, that looks at how intelligent agents and robots could replace human researchers.

Can social listening replace surveys? Using AI to synthesize INTEL’s brand-tracking results with social listening data

Research Paper • Frank Buckler and Christiane Reimann, ESOMAR, Congress, 2019

Shows how social listening combined with modelling can give higher agility and a better early warning functionality than traditional surveys.

Practical ethics in social media research: The greatest good for the greatest number?

Article • Tara Beard-Knowland, Steven Ginnis, Research on WARC, Ipsos MORI, August, 2019

With people laying out their everyday light-hearted views – and deepest darkest secrets – for all to see,the amount of data readily available to anyone inclined to look is staggering, which raises important questions around the principles and legitimacy of analysing individuals’ data.

How a Truth Set Can Power Data Accuracy Verification

Research Paper • Maria Domoslawska and Jake Moskowitz, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019

Emodo, the software company, conducted research to determine if a simple, cost-effective method could be developed to assess data quality.

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.

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.

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.

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.

Research management