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.
The BBC’s Happiness Test set the nation talking about where they lived, and where they should be living to make them happy. But what of the research behind it? By Iain Carruthers
Understanding an experience economy requires a different approach to what works in a goods and service market setting, says Noah Roychowdhury of Northstar. This starts with engaging with respondents differently.
Despite minimal marketing spend and insight investment, men’s skincare brand Bulldog has grown significantly from its challenger brand beginning. Founder Simon Duffy talks to Ben Bold about how it started and what comes next.
Robot concierges, tablet-controlled mood-lighting and virtual postcards are all facilities at some of the world’s most high-tech hotels. But smart doesn’t have to mean anti-social, writes Bronwen Morgan.
Data analysis has changed the course of marketing, but Christian Rudder uses it to change the course of relationships. By Jane Bainbridge
Affluent British consumers have one of the highest average spends on luxury, but are focused on foreign brands. Research could help British brands to understand the value of listening to the luxury consumer, says Tammy Smulders of Havas LuxHub.
Business and government leaders often want to rule with their hearts. But the right evidence, properly presented, forces them to use their heads. That’s the underlying message at Impact 2015, says conference producer Richard Young.
Luxury hotel accommodation requires a different approach to market research as Peninsula Hotels’ Rob Cheng explains to Jo Bowman.