After attending a WARC seminar on marketing effectiveness this morning, I left with a strong impression that many recent findings in marketing science are struggling to find acceptance in marketing and in my own profession of market research. A recent book, Eat Your Greens, published […]
Duxton Consulting presented a paper with a communications focus and went on to win Best Paper in our post-event survey. Laurenz Koehler, a partner at Duxton Consulting, argued that there has been a fundamental change in their corporate culture with respect to marketing communications. Chief […]
Since their inception in 2005, online communities have continually adapted against a landscape of technological, economic, and social change. Today, political and economic uncertainties present the research industry with new challenges, but we remain confident that online communities have a bright future if they can […]
We love our binary questions – for example, the simple ‘yes/no’ or ‘true/false’ answer. Brand image questions can be made more user friendly through a set of binary questions, e.g. ‘Which of these statements do you associate with this brand’ (yes/no) as opposed to ‘On […]
Unsurprisingly, the skills of researchers have transitioned over time. Ten years ago, we hired ‘all-rounders’ whose skills we could dial up and down to suit all scenarios, from face-to-face qual interviews and focus groups to complex quant surveys. Today, these researchers are still the core […]
Winning at the First Moment of Truth (FMOT) is becoming more and more important with the increasing dominance of self-serve, modern format shopping, as well as e-commerce. However, with increasing fragmentation of the market and the continuous launch of new brands and SKUs, consumers are […]
Increasingly, market researchers are talking about System 1 and System 2 thinking, and the differences between standard market research approaches and more ‘advanced’ ap- proaches, from implicit association tests to measuring brain activity. I believe this dichotomy is mistaken, and that we can and should […]
Sending a letter across the world once took 10 weeks. Today we can send a WhatsApp message the same distance within 10 seconds. But as the communication evolution continues, the huge volume of digital engagements consumers have on a daily basis makes it difficult for […]
Survey Writing 101 Clients often tell us that their quant surveys have been neglected over the last few years, left behind in the wake of research innovations focusing on online qual, or technologies like text analytics or facial coding. As a result, they’re still asking […]
Across the world we are seeing a rise in individualism. This might feel like a recent phenomenon driven by Millennials, the ultimate ‘me generation’, yet in reality individualism has been on the rise globally for several generations, with recent figures putting growth in individualistic practices […]
