Research management

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ARF chief sees “tangible progress” in a chaotic marketing-research industry

Article • Geoffrey Precourt, Event Reports, ARF AUDIENCExSCIENCE, April 2019

The Advertising Research Foundation (ARF), the industry body, believes that real progress is being made in tackling some of the biggest problems facing the research industry.

Implementing automation in LATAM: Learning from PepsiCo

Research Paper • Gabriel Velez and Fabio Paiva, ESOMAR, Latin America, 2019

Details how PepsiCo, a food, snack, and beverage corporation, changed the dynamic of how research is framed, analysed and applied through a partnership with market researcher Zappi.

Looking inside the Digi-Qual Toolbox: Tips and tricks to leverage the digital qualitative revolution

Research Paper • Garnette Weber, Cláudia Mota and Dalila Antonacachi, ESOMAR, Latin America, 2019

There are many options available for time-pressured people looking to adopt or expand their use of digital qualitative research and automation of processes in Latin America.

Building a pet-friendly omnichannel marketplace: Leapfrogging mass retail through Design Thinking

Research Paper • Adrian Kohan and Eduardo San Pietro, ESOMAR, Latin America, 2019

Royal Canin, a super-premium pet food brand, used the Design Thinking approach to re-shape Chile's pet food market.

VIVO Cannabis: How do you research a market that doesn’t exist?

Article • Sam Peña-Taylor, Event Reports, MRS Impact, March 2019

VIVO Cannabis, formerly ABcann, needed to transition its marketing out of a medical-prescription market and into a legal over-the-counter, wellness, and recreational offer – it needed to understand the Canadian cannabis market and launch brands to compete in it before it became legal.

Discriminant validity assessment in marketing research

Research Paper • Joseph M. Matthes and A. Dwayne Ball, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 210-222

Establishing discriminant validity has been a keystone of measurement validity in empirical marketing research for many decades.

Is your agency a hedgehog or a fox?

Article • Luke Perry, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 127-129

This article compares “hedgehog” and “fox” thinking to see which is the superior for agencies. Hedgehogs focus on one central idea and attempt to exploit the full value of that idea.

Successful companies invest in 'intelligence capital'

News • 20 March 2019

The insights function needs to move centre stage within companies to perform a more strategic role where ‘intelligence capital’ is seen as an investment in future growth, according to Kantar.

Intelligence capital: an idea whose time has come?

Article • Brian Carruthers, Event Reports, MRS Impact, March 2019

Companies and brands need to become much better at using intelligence in today’s fast-moving business environment, research agency Kantar believes.

Viewpoint: Making market research work in Saudi Arabia

Article • Thomas Aichner and Abdel Monim Shaltoni, International Journal of Market Research, Vol. 61, No. 1, 2019, pp. 10-11

Market research in the Kingdom of Saudi Arabia (KSA) is becoming increasingly important for mainly two reasons.

Rethinking the market research curriculum

Article • Daniel Nunan and MariaLaura Di Domenico, International Journal of Market Research, Vol. 61, No. 1, 2019, pp. 22-32

Addressing the challenge of aligning how market research is practiced and how it is taught has been a recurrent theme in the marketing education literature.

Where Do Surveys Fit into the Modern Marketing Ecosystem?

Article • Kyle Findlay, WPP Atticus Awards, Merit, 2018

Surveys are good at answering all types of business issues and have done so successfully for decades, but the role of surveys in the modern data ecosystem is evolving thanks to technology.

PepsiCo turns to “augmented intelligence” to digitize insights

Article • Reed Karaim, Event Reports, TMRE, October 2018

PepsiCo, the food and beverage giant, has built an augmented-intelligence platform that it hopes will deliver numerous benefits to its business.

Use data to speed NPD and boost success rates

News • 21 December 2018

Data and machine learning are increasingly being used by food and beverage brands to develop new products and to identify the flavours that will work best in new markets.

Cooperate, or die…

Article • Laurent Florès, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 558-560

This viewpoint encourages marketers to adapt to and embrace the changes that can be brought about by Artificial Intelligence (AI).

Why we need better measures of research impact in advertising: Considerations for best practices to expand research’s reach

Article • Shelly Rodgers, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 385-389

This article offers introspection on measuring and assessing the impact and effectiveness of advertising research.

L'Oréal offers a new regimen for next-generation strategists

Article • Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2018

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Wayfair gets “scrappy” about research

Article • Reed Karaim, Event Reports, TMRE, October 2018

Wayfair, the online retailer focused on home goods, is using a “scrappy” approach to research as it seeks to understand consumers and generate valuable insights.

The secret financial lives of Americans – and the future of financial services

Article • Gunny Scarfo and Ben Zeidler, WARC Webinars, December 2018

Gunny Scarfo and Ben Zeidler, co-founders of Nonfiction Research, go behind the scenes of Nonfiction's unusual research approach, which included interviews with bank robbers, bank executives, Wall Street analysts, and shopping addicts.

Formula One Research Portal

Article • MRS Awards, Finalist, MRS/AURA Award for Insight Management, 2018

Formula One (F1), an international form of racing, launched a portal globally, which integrates data from all of F1’s research partners into one portal without compromising their quality – speeding up insights delivery and adapting to changing needs.

AXA – Global Healthcare & Listen + Learn Research: Winning a place in the suitcase: How AXA optimised its marketing spend to become more relevant and engaging to those looking to move abroad

Research Paper • MRS Awards, Highly Commended, MRS Award for Financial Services Research, 2018

AXA, an insurance firm, optimised its marketing spend and became more relevant to Britons looking to move abroad.

Network Rail: A new approach to understanding suicide prevention on the Great Britain’s railways

Research Paper • MRS Awards, Winner, Virginia Valentine Award for Cultural Insights, 2018

Network Rail, the owner of most of the railway network in Great Britain, used anthropological and ethnographic research methods to explore railway suicide.

Flamingo x Diageo Progressive Gender Portrayal in Global Comms

Case Study • MRS Awards, Finalist, Virginia Valentine Award for Cultural Insights, 2018

Diageo, an alcoholic beverages company, evaluated the representation of women in its global communications to improve representation and help its business.

Takeda Pharmaceuticals Company: In this Information Age, how can Pharma effectively engage with physicians and provide them information that they really need when bringing new products to market

Research Paper • MRS Awards, Finalist, MRS Award for Healthcare Research, 2018

Takeda, a pharmaceutical company, changed its way of thinking and operating to embrace ‘outside-in’ thinking for designing products and services with its customers and patients at the heart of the organisation.

Formula One: Pushing the Limits

Article • MRS Awards, Finalist, MRS Award for International Research, 2018

Formula One (F1), an international form of racing, became the fastest growing global sports social media platform as TV audiences increased by 6% across key global markets.

How P&G is approaching the next tide of marketing research

Article • Stephen Whiteside, Event Reports, TMRE, October 2018

Procter & Gamble, the consumer goods giant, is evolving its approach to marketing research in a bid to more fully understand changing behavior.
Alexa, Order Heineken: How voice technology challenges brand and channel management

Research Paper • Dirk Huisman and Joris Huisman, ESOMAR, Congress, 2018

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.
How rethinking qualitative research can help brands understand Generation Z

Article • Emily Goldhill, WARC Best Practice, June 2018

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.
Beyond lifestyles, trends and drinks: How Pernod Ricard created new ways of developing online communities

Research Paper • Andrea Ascarrunz and Maria Alejandra Velandia, ESOMAR, Latin America, 2018

Pernod Ricard, a French company that produces distilled beverages, conducted research in Latin America to understand lifestyles, opinions, tastes and growing trends.
How to deliver consumer insight

Article • Merry Baskin, WARC Best Practice, September 2016, pp. 36-37

Insight is not synonymous with market research, but too many Customer Insight Managers (the Market Research Executive rebranded) are still only data gatherers.
Strategy Toolkit: Generating insight

Article • Strategy Toolkit, Strategy Toolkit

This article describes how agency strategists/planners gain and use insights - and what type of insight is useful when developing a marketing or communications strategy.