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Research management

Research management involves selecting the appropriate research methodology and supporting techniques to meet a defined business objective. It requires designing or helping design best in class research vehicles such as questionnaires and moderator guides to elicit high quality data and insight, and ensuring the successful execution of the fieldwork. Upon completion of fieldwork, it involves interpreting data, drawing out insights, writing reports, and making actionable, business-oriented recommendations that will help drive marketing campaigns.

Key Reading

Important papers from across the Warc database

Best Practice paper on how to dig deep into consumer insight in order to find out what really motivates people's behaviour and choices. It suggests that the crucial question in insight mining is 'why?' and that, for every response, the researcher should keep asking 'why does that matter?' or 'what is going on here?'.
The results of a survey of senior marketing decision makers into what clients expect from insight teams.
The psychological concepts that contribute to humans' preference for anecdotes and stories over statistics.
Jeremy Bullmore discusses two very different types of research insight: low-potency and high-potency.

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