While Islamic identity is an influential factor in consumer behaviour, segmentation by religious affiliation alone is not helpful for brands or young British Muslims, says Hannah Wright.
The role of segmentation in modern businesses is “fundamentally changing”, according to a panel of industry experts gathered by Sony Music. The days of models based entirely on long, repetitive consumer surveys are numbered, as Sony’s Martin Vovk reports.
Post-demographic consumerism was just one trend identified at yesterday’s London Trend Seminar 2015 organised by insights and trend consultancy Trendwatching.
Aviva’s head of marketing, Neil Costello, talks to Bronwen Morgan about why customer insight affects all aspects of the business, from sponsorship to pricing.
Mobile video-viewing is on the rise, and growing with it is the need to accommodate mobile survey-takers. A study from FocusVision and AOL investigated the best way to incorporate mobile video into cross-platform strategies. By Aaron Jue.
Disillusioned with the advertising business, Jon Alexander set up the New Citizenship Project to encourage a move away from consumption and toward participation. He talks to Jane Bainbridge
Social psychologist Sharon Shavitt thinks research insights from non-Western cultures must be incorporated when looking at sociocultural attitudes.
In the first of his series of features ‘rethinking’ some of market research’s sacred cows, Colin Strong turns the spotlight on the tracking study.
No quantitative study can cover absolutely everything, but a narrow focus can obscure the wider picture. Steve Evans of Harris Interactive shares his experience of trying to capture it all.
Brand character and brand personality are central to commercial research. Can these measures help to clarify whether Miliband or Cameron is closest to the ‘ideal’ Prime Minister? By Tom Simpson.