Methodology / Academic

Showcasing new approaches to pricing research, branding & communications, customer experience, shopper insight, etc

Big consumer data: the good, the bad, and the ugly

Big data, customer relationship management, customer analytics, and other similar terms are hot topics right now, with companies investing substantial time and funds to try and use their customer data to improve their performance. Yet most companies report poor returns from these efforts and struggle […]

REELING THEM IN – the path to customer activation through social media

BDRC presented a paper that addressed the tricky issue of how brands today should acquire new customers when so many of the traditional channels to customer activation have been closed. For example, telesales has traditionally been used by financial services companies to find new wealth […]

Four ways to increase marketing research effectiveness

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 […]

Solving real business problems and delivering real results

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 […]

The Transformation Of Online Insight Communities

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 […]

The End Of Our Most Cherished Binary Question

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 […]

How To Retool Insight Teams For More Impact

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 […]

Creating Mindful Packaging

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 […]

Why research should be Implicit and Explicit

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 […]

It’s Good To Listen

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 […]