Laurent Florès, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 341-343
As market researchers get largely criticized in their ability to properly measure the world we live in, the author argues that they should reconsider "survey methods" less as "traditional research" and more as a "paradigm" in the Khunian sense.
Jem Fawcus, WARC Exclusive, July/August 2018, pp. 47-47
This book by Sam Knowles shows readers how to tell powerful and purposeful stories by using data and statistics as the foundations and provides the tools, permission, and confidence to use data with more impact.
NEW YORK: Despite the insistence of academics who point to “truths” in advertising research, studies may benefit from carrying an expiration date, according to a paper published in the Journal of Advertising Research (JAR).
Juyoung Bang, Seounmi Youn, James Rowean, Michael Jennings and Manila Austin, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 238-256
This study examined consumers' motivations for participating in market research online communities (MROCs) and an integrative role of community identification in explaining its motivational antecedents and consequences.
Naoki Takahashi, ESOMAR, APAC, 2018
Introduces the initiatives of Marketing Research 2.0 (MR2.0), a voluntary group of professionals who are either suppliers or clients in Japan's MR industry, and illustrates a case of successful collaboration between suppliers and clients in Japan.
Carolina Erlich and Flynt Tuller, ESOMAR, Latin America, 2018
MetLife Argentina, a life insurance company, explains its journey to using activated marketing and business insights as a source of differentiation, and the knowledge management platform that drives it.
Marcello Garritano and Priscila Tavares, ESOMAR, Latin America, 2018
Explains how LATAM Airlines Brazil, a leading airline in Latin America, took a fresh approach to the way that market research is conducted in the airline industry by redesigning a brand tracker and translating insights into actions.
Richard Bordenave, ESOMAR, Congress, 2017
This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.
Stephen Whiteside, Event Reports, 4A's Strategy Festival, September 2017
Understanding consumer wants and need is vital for Airbnb, the peer-to-peer online accommodation platform, as it seeks to provide the best possible experiences for the guests and hosts using its service.