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Wednesday, 29 July 2015

Coming clean


Reckitt Benckiser turned to ethnography agency BAMM to understand people’s relationships with dishwashing and help steer its Finish TV advertising creative by Wieden+Kennedy.

Social sampling: a reliable alternative?


Clients want smart research solutions quicker and cheaper than ever before. Could sampling via social media be the answer? Jonathan Pirc of Lab42 discusses.

The innovation premium


Consumers are not only willing to pay more for ‘innovative’ products, but value brands that listen to their customers when developing them, says Jonathan Pirc of Lab42.

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Decisions, decisions, decisions


Purchase decision hierarchies can be challenging to navigate, but forced substitution tasks offer useful insight into shoppers’ thinking, says Danielle Pinnington of Shoppercentric.

Truchot on the market research challenge


In an exclusive interview with research-live, the chairman and CEO of Ipsos, Didier Truchot, shares his thoughts with Jane Bainbridge on emerging markets, social media, polling and an EU referendum.

Using behavioural economics to understand advertising impact


The ad industry is using behavioural economic thinking to help stop short-term, post-rationalism as demonstrated by the project Seen and Herd explains Kinetic’s Jennie Sallows.

Mum’s the word


Mumsnet has extended from a purely advice-driven site to a major political force whose advocacy is coveted by politicians and brands alike. Chief executive Justine Roberts talks campaigning and commerce with Jane Bainbridge.

Religious identity and consumption among young British Muslims


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.

Cultural segments


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. 

Age is not an issue


Post-demographic consumerism was just one trend identified at yesterday’s London Trend Seminar 2015 organised by insights and trend consultancy Trendwatching.

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