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.
José Antonio Noriega and Mark Montgomery-Reid, ESOMAR, Fusion, 2019
Introduces the Fast Track Model, a qualitative research model of rapid response, developed for Citibanamex in Mexico, which allows the completion of the full investigative journey for any existing client within four days.
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.
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).
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.
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.
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.
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.