John Aitchison, International Journal of Market Research, Vol. 60, No. 2, 2018, pp. 190-197
This article reports on differences observed when asking a simple polling question in a traditional way—that is, asking respondents for predictions about their own voting behavior versus asking respondents for predictions about a friend's voting behavior.
GLOBAL: Consumer attention is an increasingly scarce commodity in a fragmented media landscape and marketers may have to look beyond simple viewability or OTS metrics to measure this aspect of consumer behaviour.
NEW YORK: Corporate social responsibility (CSR) initiatives must address the interests of a company’s intended audience to fully support the high-minded intentions of the sponsoring service, a paper in the Journal of Advertising Research ...
Karen Nelson-Field and Erica Riebe, Admap, January 2018, pp. 40-42
Some thought leaders suggest that human attention is becoming so scarce that it will become a market currency unto itself and future marketers will trade on attention as a measure of advertising success.
LONDON: Three-dimensional audience segmentation is useful up to a point but adding the fourth dimension of the subconscious can turn broad-brush segmentations into much more focused ones, according to an industry figure.
Charlotte Lecuyer, Sonia Capelli, and William Sabadie, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 436-446
For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.
Yoon-Joo Lee, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 422-435
This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.
MRS Awards, Highly Commended, Applications of Research, 2017
The Home Office's Research, Information and Communications Unit (RICU) conducted research into the development and refinement of a successful behaviour change campaign in relation to Indecent Images of Children in the UK.
MRS Awards, Winner, International Research, 2017
The Bill and Melinda Gates Foundation, a private foundation founded by Bill and Melinda Gates, used research to generate demand for Voluntary Medical Male Circumcision in Zambia and Zimbabwe, to help tackle their HIV epidemic.
Heather Andrew, Admap, December 2017, pp. 26-27
Three-dimensional audience segmentation (who people are, what they do and how they say they think and feel) can provide a fuller range of insights, but ignoring the subconscious, or the 'fourth dimension', can be a huge omission.
Jonathan Dodd and Matt Robins, Admap Magazine, September 2017, pp. 22-25
This article posits that there are three behavioural typologies involved in most purchase decisions - guesswork, copying and research - and each of these is most often seen in certain purchase categories.
Carol Foley, Carolyn Wetzel and Brian Samar, Admap Magazine, May 2017, pp. 14-17
This article examines how marketers can best study brand decision journeys, emphasising how critical it is to take into account product categories, as there are important differences between these that affect many aspects of the consumer journey.