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 ...
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.
José Antonio Noriega and Mark Montgomery-Reid, ESOMAR, Fusion, 2019
Introduces the Fast Track Model, a qualitative research model of rapid response, developed for Citibanamex in Mexico, which allows the completion of the full investigative journey for any existing client within four days.
Peter Totman, ESOMAR, Fusion, 2019
This paper explores the degree to which political correctness may affect the authenticity of responses in qualitative research, in particular among a working-class audience who voted for Brexit in the 2016 referendum in the UK.
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.
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).
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.