Research management

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Precise targeting foiled by imprecise data: Why weak data accuracy and coverage threaten advertising effectiveness

Article • Alice K. Sylvester and Jim Spaeth, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 133-136

This article discusses the threat of weak data accuracy to targeting and advertising effectiveness in the United States.

Aditya Birla takes marketing lessons from Ricky Ponting

News • 06 June 2019

Indian businesses are more often seen tapping the popularity of cricketers than taking marketing lessons from them, but a top Aditya Birla executive believes they can learn from how top players approach the game.

Aditya Birla on connecting India’s online and offline consumers

Article • Anil Thakraney, Event Reports, Consumer Insights & Analytics Summit, May 2019

Gathering online and offline insights in a balanced way is crucial to brand growth, according to Fortune 500 India company Aditya Burla Group.

Sequent Partners find faults in coverage, accuracy of multicultural-marketing data

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

Research by Sequent Partners and the Alliance for Inclusive and Multicultural Marketing (AIMM) found significant gaps in the data used to inform multicultural campaigns.

Forum: All work and no play – A text analysis

Research Paper • Kate Downer, Chrissie Wells and Charlotte Crichton, International Journal of Market Research, Vol. 61, No. 3, 2019, pp. 236-251

Automated analysis of open-ended text survey data is an appealing prospect. It eliminates human error and human variability and can be used to create models that are easier to update over time than a manual approach to coding generally yields.

Viewpoint: Marketing research education in the Big Data era

Article • Leo Paas, International Journal of Market Research, Vol. 61, No. 3, 2019, pp. 233-235

The excellent and timely Nunan and Di Domenico International Journal of Market Research (IJMR) paper addressed the stagnant state of many marketing research courses.

ARF slams Cambridge Analytica, drives toward new codes and standards for research

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

The Advertising Research Foundation (ARF), the trade body, is pushing for ethics, transparency and best practices to drive the research industry forwards at a time of growing complexity.

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.

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.

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.

ARF launches new code of conduct

News • 03 April 2019

The Advertising Research Foundation (ARF), the trade body, has released a “Member Code of Conduct” that aims to tackle ethical concerns in the research sector and deals with crucial issues like data collection.

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.

How should the impact of advertising research be measured?

News • 08 March 2019

Developing new ways to evaluate the impact of advertising research could benefit academics and industry practitioners alike, a paper in the Journal of Advertising Research (JAR) has argued.

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.

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.

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.

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.

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.

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.

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.
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.
Why is a good insight like a refrigerator?

Article • Jeremy Bullimore, Market Leader, Issue 29, Summer 2005, pp. 15-17

Companies demand insights to help them forge their futures, but there are two very different types of insight possible, low-potency and high-potency.