Research management

Analytics and insights providers falling short

News • 13 November 2019

Suppliers in the analytics and insights industry are often falling short when it comes to meeting the needs of clients in terms of cost, insight and data.

How P&G plans to fix an “unsustainable” market-research ecosystem

Article • Geoffrey Precourt, Event Reports, The Market Research Event, November 2019

Procter & Gamble, the FMCG giant, is building a new kind of analytics and insights expertise as it seeks to keep up with consumers.

Use customer insights and data to deliver better diversity and inclusion in advertising

Opinion • Majbritt Rijs, November 2019

Advertising hasn’t cracked the issues it faces around diversity and inclusion, but Majbritt Rijs has a suggestion: get research agencies involved and hold them to account. Mad Men was brilliant and oh so entertaining.

Qualitative semiotics: Can we research consumer meaning-making?

Article • Chris Barnham, International Journal of Market Research, Vol. 61, No. 5, 2019, pp. 478-491

The notion of "meaning" is central to marketing because it is only through the making of meaning that "added value" can be created.

The marketing research curriculum: Closing the practitioner–academic gaps

Article • Marco Vriens, Stephen Brokaw, Douwe Rademaker and Rogier Verhulst, International Journal of Market Research, Vol. 61, No. 5, 2019, pp. 492-501

As an industry, marketing research has enjoyed decades of systemic growth. Unfortunately, dissatisfaction with the return on marketing research investments has also been consistently voiced.

Controlling social desirability bias

Article • Ronald B. Larson, International Journal of Market Research, Vol. 61, No. 5, 2019, pp. 534-547

Social desirability bias can change the results from marketing experiments and surveys. However, there are few illustrations that show how serious social desirability bias can be.

Can blockchain really disrupt market research?

Article • Laurent Florès, International Journal of Market Research, Vol. 61, No. 5, 2019, pp. 466-467

This article examines blockchain technology and its expected impact on the market research industry. Blockchain technology can record all data transactions and exchanges over time, in a secured and trustworthy way, thanks to an anonymous and decentralized system.

Marketing neuroscience needs deeper rigour

News • 11 October 2019

Neuroscience researchers must apply a new level of rigour to their work if the discipline is to reach its full potential in marketing, according to a paper in the Journal of Advertising Research (JAR).

Talking to India’s farmers

Article • Brian Carruthers, Event Reports, Marketing Week Insight Show, March 2019

Outlines a project to set up the first continuous panel to help a pesticides company better understand India’s farmers.

Data analytics is the fastest growing area of market research

News • 10 September 2019

Traditionally defined market research is growing at a slower pace than data analytics and insights, according to the annual ESOMAR Global Market Research report.

Building a foundation for neuromarketing and consumer neuroscience research: How researchers can apply academic rigor to the neuroscientific study of advertising effects

Article • Thomas Zoëga Ramsøy, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 281-294

Since its modern inception about two decades ago, the use of neuroscience tools and insights in studying advertising has grown an increasing prominence in the researcher's toolbox.

How an app transformed Brother’s office research

Article • Brian Carruthers, Event Reports, MRS The Future of B2B Research, June 2019

The office environment is changing and B2B research methodology has had to adapt accordingly, as simple site visits are no longer enough.

Practical ethics in social media research: The greatest good for the greatest number?

Article • Tara Beard-Knowland, Steven Ginnis, Research on WARC, Ipsos MORI, August, 2019

With people laying out their everyday light-hearted views – and deepest darkest secrets – for all to see,the amount of data readily available to anyone inclined to look is staggering, which raises important questions around the principles and legitimacy of analysing individuals’ data.

Hearst spreads audience insights using an automated bot on Slack

Article • Stephen Whiteside, Event Reports, IAB NextGen Marketing Summit, June 2019

Hearst Magazines, the media company, has put Slack, a messaging and collaboration system for enterprises, at the heart of its efforts to spread audience insights.

How a Truth Set Can Power Data Accuracy Verification

Research Paper • Maria Domoslawska and Jake Moskowitz, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019

Emodo, the software company, conducted research to determine if a simple, cost-effective method could be developed to assess data quality.

Building automated survey coders via interactive machine learning

Article • Alejandro Moreo, Andrea Esuli and Fabrizio Sebastiani, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 408-429

Software systems trained via machine learning to automatically classify open-ended answers (a.k.a. verbatims) are by now a reality.

A comparison of scale attributes between interval-valued and semantic differential scales

Research Paper • Christos Themistocleous , Anastasios Pagiaslis, Andrew Smith and Christian Wagner, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 394-407

This article presents the results of an exploratory study comparing interval-valued scales (IVSs) and semantic differential scales (SDSs).

How to demonstrate the value of investing in customer insight

Article • Joaquim Bretcha, WARC Webinars, June 2019

Discusses key differentiators, as well as key commonalities, in facilitating an optimal insights function.

ARF aims to boost research quality

News • 27 June 2019

The Advertising Research Foundation (ARF) has launched a Research Quality Certification Program in order to raise the standards and increase the transparency of advertising and marketing studies.

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.

Philip Morris: Building Best in Class Insights Capabilities – From “strategic insights partner” to “source of competitive advantage”

Research Paper • Tony Li and Aruni Ghosh, ESOMAR, Asia Pacific, 2019

Phillip Morris International, a cigarette and tobacco manufacturing company, shares its journey towards making the continuous integration (CI) function a source of competitive advantage, the steps it undertook, and its impact.

What Market Research Can Learn from Alexa & Siri: Exploring the ways Savvy Consumers have innovated in their lives and how market research practices can follow their lead

Research Paper • Young Ham, Jason Dodge and Rebecca Southern, ESOMAR, Asia Pacific, 2019

Kantar, a media company, shares tangible examples of ways researchers, marketers, and advertisers alike can tap into innovative consumers and leverage the ocean of data they are generating.

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.