Research management

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News • 17 October 2018

Procter & Gamble, the consumer goods manufacturer, believes that greater transparency, objective measurement and more “complete” data are required to help brands truly understand and serve consumer needs.

Viewpoint: Hello marketing, what can artificial intelligence help you with?

Article • Norbert Wirth, International Journal of Market Research, Vol. 60, No. 5, 2018, pp. 435-438

Artificial intelligence based applications are emerging in a broad range of expert domains. News about Al based solutions in medicine, industrial production processes, logistics, mobility and digital marketing trigger discussions and a lot of speculation.

How “hands on the keyboard” signals a new wave of personalization at P&G

Article • Geoffrey Precourt, Event Reports, ANA Data and Measurement conference, September 2018

Procter & Gamble, the consumer goods manufacturer, is taking a nuanced approach as it strives to understand and serve changing shopper needs.

It’s all got a bit flabby

Opinion • Gareth Kay, August 2018

Strategic thinking is getting flabbier and flowerier by the minute, with fluffy language that is highly evocative, imaginative and inspirational but, says Gareth Kay, is devoid of the brutal rigour needed to create a robust foundation on which to build a brand or business.

How open data may be leveraged to help develop a new “research paradigm”

Article • 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.

Trend spotting: Using text analysis to model market dynamics

Research Paper • Jameson Watts, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 408-418

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

ARF crafting new research code of conduct

News • 26 July 2018

JERSEY CITY, NJ: The Advertising Research Foundation (ARF), the trade body, is developing a new code of conduct that can guide the insights industry at a time of rapid change.

Why Quaker is turning consumer insights into comic books

Article • Mary Connors, Event Reports, TMRE in focus, May 2018

Quaker, the food business owned by PepsiCo, has used comic books to help bring consumer insights to life.

Zillow builds out its consumer-insight ambitions

Article • Mary Connors, Event Reports, TMRE in focus, May 2018

Zillow, the online real-estate database, has made significant strides in developing its consumer insights operations.

Cancer ads enter the pharma mainstream

Article • Marylyn Donahue, Event Reports, DTC National conference, April 2018

Direct-to-consumer campaigns are being used to promote cancer treatment drugs.

“Fake” research drives ARF to build new code of conduct

Article • Geoffrey Precourt, Event Reports, AUDIENCExSCIENCE, June 2018

The Advertising Research Foundation (ARF) is creating a new ethical code of conduct for the industry which can address many issues that raise pressing concerns.

How Abbott Laboratories saved time with its ‘marketing insights hub’

Article • Low Lai Chow, Event Reports, MRMW APAC, June 2018

Abbott Laboratories, the global healthcare company, created an internal hub of best practice and knowledge sharing to boost its marketing efficiency.

Speed Read: Narrative by Numbers

Article • 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.

Why, and when, marketing research grows old

News • 15 June 2018

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).

Rethinking qual for Gen Z

News • 14 June 2018

GLOBAL: Marketers need to rethink how to research young people since traditional qualitative research methods no longer work for Gen Z, according to an industry figure.

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.

Motivations for and outcomes of participating in research online communities

Research Paper • 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.

GM enlivens dry quant with lively video-driven qual

Article • Mary Connors, Event Reports, TMRE in focus, May 2018

General Motors, the automaker, has tapped the power of video research to help bring its consumer insights to life in compelling ways.

How supplier-client collaboration makes Marketing Research better

Research Paper • 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.

Data integration and the future of market research

Article • Elizabeth May, ESOMAR, APAC, 2018

Provides guidance on how to start down the path of data integration and consider new techniques that power data to action within businesses.

In pursuit of happiness: How connected insights are driving a ‘single customer view’ and business excellence for Fabindia

Research Paper • Karan Kumar and Surabhi Talwar Sekhar, ESOMAR, APAC, 2018

Fabindia, an Indian retail store, used data research and insights to make large business-level changes for its ambitious growth target.

Redesigning a brand tracker: Helping LATAM Airlines soar to new heights

Research Paper • 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.

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.

Unilever Argentina: The Thermometer - Understanding people to inspire and provoke, transforming a crisis into an opportunity

Research Paper • Agustina Suner and Daniela Gail, ESOMAR, Latin America, 2018

Unilever Argentina, a consumer goods company, created The Thermometer to understand people and their consumption behaviours during turbulent times.

IoT and market research: A disruptive opportunity for Latin America

Research Paper • Esteban Angel, Javier Cartagena, Jorge Andrés Méndez, Ricardo Velasquez, Maria Alejandra León, ESOMAR, Latin America, 2018

Synapsis, a market research company in Colombia, introduced the use of the Internet of Things (IoT) in its market analyses and partnered with a B2B business to create a quote simulator.

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.
Chobani's new structure magnifies power of insights

Article • Stephen Whiteside, Event Reports, TMRE, October 2017

Chobani, the yogurt brand, has maximized the power of consumer insights through a variety of tactics ranging from organizational restructuring through to expert storytelling.
Alice in Customerland: Why the future of customer experience research will be more human-centered

Research Paper • 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.
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.
The new rules of engagement

Research Paper • Samantha Bond, International Journal of Market Research, Vol. 58, No. 3, 2016, pp. 351-354

This Viewpoint describes the challenges that the market research industry is facing when it comes to Millennial employees and outlines some positive steps that should be taken.
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.