Research management

How does consumer insight support the leap to a creative idea: Inside the creative process - Shifting the advertising appeal from functional to emotional

Research Paper • John Parker, Scott Koslow, Lawrence Ang, and Alexander Tevi, Journal of Advertising Research, Digital First, May 2020

Account planners identify and articulate a key strategic resource, consumer insight, from which creative ideation is said to leap.

Qual research – ‘the business equivalent of antibodies’

News • 27 May 2020

Online research methods are a practical alternative to the face-to-face variety in times of social distancing, but brands shouldn’t be tempted to stick with these post-pandemic as much is lost without the use of face-to-face research, a ...

Finding order in the chaos

Opinion • Jon Manning, May 2020

Misinformation is rife in the post-COVID-19 marketplace. Media planners should remember the fundamental principles of data analysis: correlation does not imply causation.

Face-to-face with uncertainty: Moving qualitative research through and beyond COVID-19

Article • Drago Djourov, WARC COVID-19 Series, May 2020

Researcher Drago Djourov outlines how online methods can help brands make sense of what’s happening right now but makes the case for why we need to go back to face-to-face research post COVID-19.

Behavioural economics: Immersive research, decisions and comms challenges

Article • Anna Miley, John Kenny and Sonia Misak, WARC COVID-19 Series, April 2020

Discusses how companies are outperforming their peers by applying behavioural economics to their marketing strategy.

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, WARC COVID-19 Series, 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 ...

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.

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 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.

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.

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.

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.