BERLIN: Both researchers and clients often dread the PowerPoint presentation that typically completes a project and manages to communicate few insights, but a novel approach for Jaguar Land Rover has the potential to be a game-changer.
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.
Brian Carruthers, Event Reports, MRMW Europe, November 2017
Market research is changing; questionnaires lead to professional respondents rather than the true target audience – the solution for some has been to rethink research through gamifications and simulations of real world situations.
Adriana Rocha, Iván Casas, Mariana González Cedraro, Laura P. Berga and Susana Aiken, ESOMAR, Congress, 2017
This paper describes how the TV network HBO developed an innovative online community, integrating its market research strategy into a single platform, in order to listen to users and generate agile market research insights across Latin- and South America.
Rhiannon Price, Daniel Tralman and James Livingston, ESOMAR, Congress, 2017
This paper explains how Northstar, a research agency, and Jaguar Land Rover (JLR), the automotive company, used pop culture as an innovative qualitative research methodology and re-imagined how to execute and disseminate target customer insight in the US, UK and Germany.
ASIA-PACIFIC: Researchers often use gamification techniques to improve user engagement and improve data quality, but research across Asia-Pacific shows they also need to consider how cultural differences can affect results.
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.