Research management

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.

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.

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.

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.

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.

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.

Machine learning evolving computer vision: Estimating socioeconomic levels using satellite imagery

Research Paper • Mario Abarca, Moisés Arizpe, Horacio González Duhart, Gustavo Ramírez and Marco Iván Zepeda, ESOMAR, Latin America, 2018

Kantar Mexico, a market researcher, explains how, by using widely available datasets, a state-of-the-art neural model and business knowledge, high value can be extracted at low cost from visual data.

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.

Beyond numbers: How Colgate-Palmolive used CRM to help identify key in-store touchpoints

Research Paper • Christian Abramson, ESOMAR, Latin America, 2018

Colgate-Palmolive Company, a consumer products company, used customer relationship management (CRM) to identify strategic in-store touchpoints in Brazil.

MetLife Insights Engine: Extending the reach and ROI of marketing insights

Article • Carolina Erlich and Flynt Tuller, ESOMAR, Latin America, 2018

MetLife Argentina, a life insurance company, explains its journey to using activated marketing and business insights as a source of differentiation, and the knowledge management platform that drives it.

Brexit: Lived experience and the problems of polling

Article • Sam Peña-Taylor, Event Reports, MRS Impact, March 2018

The political and diplomatic storm that is the UK’s exit from the European Union has rocked an insight industry whose political arm failed to foresee the decision.

GDPR: What it means for the market research industry

Opinion • Crispin Beale, April 2018

GDPR will be implemented within weeks and it is particularly important that market research agencies understand its implications.

The ARF’s cri de coeur: “Foment empiricism!” Why market research must focus on accuracy and rigor

Article • Stephen Whiteside, Event Reports, CONSUMERxSCIENCE, March 2018

The Advertising Research Foundation (ARF), the trade body, is encouraging the market-research industry to double down on the use of science in tackling major questions.

The ARF seeks a new ethical code for market research

Article • Stephen Whiteside, Event Reports, CONSUMERxSCIENCE, March 2018

The Advertising Research Foundation (ARF) is spearheading efforts to develop new standards and guidelines that govern data collection and protection.

Breaking out of the Man Box with Axe and Topman

Article • Brian Carruthers, Event Reports, Advertising Week Europe, March 2018

The way brands speak to young men is changing to incorporate a more realistic, more sensitive idea of what it is to be a man, at a time when suicide among young men is at an all-time high.

How Samsung, Shell, and Diageo asked new questions to reframe communications

Article • Sam Peña-Taylor, Event Reports, MRS Impact, March 2018

Customer insight is at the heart of innovation and transformation in many businesses, with research helping to create new ideas and reframe familiar problems.

Bulgrin cautions marketing researchers against over-reliance on big data

Article • Geoffrey Precourt, Event Reports, Media Insights & Engagement Conference, January 2018

Marketing researchers must strive to enhance the emerging slate of digital tools at their disposal while also retaining the most valuable techniques from the industry's past.

Market researchers must take risks

News • 23 March 2018

MIAMI BEACH, FL: Market researchers need to take more risks in order to thrive at a time of rapid change, David Poltrack, chief research officer for CBS Corp., the media company, has argued.

CBS’s Poltrack offers state-of-marketing-research insights

Article • Geoffrey Precourt, Event Reports, KNect365’s 2018 Media Insights and Engagement Conference, January 2018

Marketing researchers must be willing to take more risks as they look to cement their place in a rapidly-changing ecosystem.

Drowning in data but starved of wisdom

Article • Sue Elms, Market Leader, Quarter 2, 2018, pp. 46-47

Warns against uncritical use of data and advises that marketers should champion insight to bring its wisdom to the boardroom.

Trendwatch: Can the old forecaster ever be any good?

Article • James Murphy, Market Leader, Quarter 2, 2018, pp. 54-54

Looks at the forecasting trade and how the longer a forecaster is in the game, the more likely it is they will be unfairly reproached for being wrong.

Why We Need More Replication Studies to Keep Empirical Knowledge in Check: How Reliable Is Truth in Advertising Research?

Article • Marla B. Royne, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 3-7

Advertising research needs to see the value in replication studies, which can elucidate knowledge by offering new insight into the theories tested.