Research management

Market basket applications on short web links

Article • James Gallagher and Christopher M. Smith, International Journal of Market Research, Vol. 62, No. 2, 2020, pp. 139-157

Market research is an indispensable part of an organization's ability to understand market dynamics. Over the past 20 years, data collection and analysis through Knowledge Discovery through Databases (KDD) has arisen to supplement the traditional methods of surveys and focus groups.

Innovating in challenging times: Research during COVID-19

Research Paper • Ipsos, Research on WARC, March 2020

Provides advice for marketers about if they should start, stop or continue their research programs during the COVID-19 pandemic.

How Henkel innovates at speed

News • 23 March 2020

With established brands and businesses facing challenges from digitally enabled disruptors, it’s become ever-more important for them to innovate at speed, ideally while maintaining quality and lowering costs; Henkel, the German consumer goods ...

Henkel’s route to faster, better – and cheaper – innovation

Article • Brian Carruthers, Event Reports, Qual360 Europe, February 2020

Looks at how Henkel created a “structural capability” that enables it to efficiently feed its innovation pipeline.

How Lloyds Banking Group got people to talk about money

Article • Brian Carruthers, Event Reports, QUAL360 Europe, February 2020

Banking is a notoriously difficult sector to research, but Lloyds Banking Group has found a way that offers promise.

How P&G is tapping tech-enabled insights

News • 09 March 2020

Cascade, the dish-washing detergent owned by Procter & Gamble, successfully leveraged tech-enabled insights to create a new product and fulfil a clear sense of brand purpose.

The golden rules for testing new brand ideas with consumers

Opinion • Ben Osborne, March 2020

New brands can’t come into existence without consumers, but consumers won’t always pick the winner, says Ben Osborne.

Why brands need to escape the inside-out perspective

News • 28 February 2020

Market research is often more focused on what matters to the business than what matters to the customer – and therein lies a major problem for many businesses that profess to be customer-led, according to an industry figure.

Insights from the BBC on researching ‘challenging’ markets

Article • Brian Carruthers, Event Reports, Qual360, February 2020

The BBC World Service has learned to make a small research budget go a long way in challenging markets.

The Marcel-ification of market research

Opinion • Sam Peña-Taylor, February 2020

Firms want professional-level advanced analytics, on a global scale and on a budget. But how brands know what they know is less of a discussion at IIeX as knowledge-sharing takes centre stage (and top sponsor billing), says Sam Peña-Taylor.

Notes from the qual frontline

Opinion • Brian Carruthers, February 2020

Better, faster, cheaper research may be possible after all – Brian Carruthers takes the industry’s pulse at Qual360 Europe .

Finding and activating the ‘sweet spot’ on the sponsorship platform

Article • Professor Tony Meenaghan, Jill Downey and Jamie Macken, Admap, February 2020

Examining how brands can stand out in a cluttered sponsorship property.

Motion instructions in surveys: Compliance, acceleration, and response quality

Article • Jan Karem Höhne, Melanie Revilla and Stephan Schlosser, International Journal of Market Research, Vol. 62, No. 1, 2020, pp. 43-57

The increased use of smartphones in web survey responding did not only raise new research questions but also fostered new ways to research survey completion behavior.

Customer experience, not brands will be on the iron throne

Article • Philipp Klaus, International Journal of Market Research, Vol. 62, No. 1, 2020, pp. 6-8

The author will challenge the ancient "brand-related" thinking, submitting that somehow companies are still in control of what consumers think or even how customers act.

The changing role of the marketing researcher in the age of digital technology: Practitioner perspectives on the digitization of marketing research

Article • Robert Cluley, William Green and Richard Owen, International Journal of Market Research, Vol. 62, No. 1, 2020, pp. 27-42

After years of hype, marketing researchers are now facing the challenge of integrating new digital technologies into their work.

How creatives and strategists should work with researchers

News • 13 December 2019

New research explores how creatives and strategists can bridge the gap with researchers for better advertising - here’s what you need to know.

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.

Machine learning applied to pack classification

Article • Weiqiang Hang and Timothy Banks, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 601-620

Pack or product classification is a quite common task in market research, particularly for sales tracking audits and related services.

The possible benefits of reporting percentage point effects

Article • George Terhanian, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 635-650

Many academic researchers regard logistic regression as the preeminent analytic approach for modeling binary outcomes.

The Power of Pledging: Helping Cancer Research unlock the potential of legacies

Research Paper • MRS Awards, Finalist, Jeremy Bullmore Award for Creative Development Research, 2019

Cancer Research UK, a charity, researched the complex and sensitive topic of wills and put supporters' voices at the core of CRUK's Legacy communication strategy.

Moving from fission to fusion: helping Matalan flourish

Research Paper • MRS Awards, Finalist, MRS Award for Insight Management, 2019

Matalan, a fashion and homeware retailer, cut across data to uncover strategic insight into the omnichannel customer journey in the UK, which enabled Matalan to invest strategically in the areas of the business that will have most positive commercial impact.

Dixons: Customer Matters – Impactful commercial insight at scale

Research Paper • MRS Awards, Finalist, MRS Award for Insight Management, 2019

Dixons Carphone, a multinational electrical and telecommunications retailer, created the Customer Matters programme in the UK, which uses digital first research to underpin decision-making.

Business banking switch - business unusual for RBS

Research Paper • MRS Awards, Winner, MRS Award for Financial Services Research, 2019

RBS (Royal Bank of Scotland), a banking brand, launched real-time customer communication research in the UK to understand how it could get consumers to switch banks.

Barclays UK: Customer Experience research programme

Research Paper • MRS Awards, Finalist, MRS Award for Insight Management, 2019

Barclays UK, a banking brand, built upon its existing customer experience research platform to revolutionise the insights it provides through customer feedback dashboards in the UK.

WWF: Enhanced brand reputation study using AI image analysis

Research Paper • MRS Awards, Finalist, MRS Award for New Consumer Insights, 2019

WWF, a non-governmental organisation for wilderness protection, used AI image analysis across social media to understand consumer attitudes towards the brand in the UK.