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Friday, 19 December 2014

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Latest opinion pieces

Online surveys need handling with care


Respondents to online surveys are often used as barometers for broader influence. Steve Abbott looks at when this works and when it can lead to problems.

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Profiling the positives of Generation Rent


The assumption is often that when adult children are forced to live at home because of their finances it has a negative impact on families’ lives. But this isn’t necessarily the case says OMD’s Rian Shah.

Five things you should never do in a segmentation…


Anne Coveney identifies the five worst crimes committed in the conception, implementation and use of segmentation studies.

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Re-positioning the survey


The survey is the face of market research, says Lucy Hoang of Northstar. But are we putting our best face forward?

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How (not) to lose friends and alienate people


Five rules to customer engagement by Adam Goran, divisional director of customer engagement at Grass Roots Group.

2015 a crunch test for pollsters


Penny Young, chief executive of NatCen Social Research continues the debate about determining voting intentions.

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The dangers of DIY research


The advent of social media has led to a proliferation of poorly-executed DIY research, says Cherry Taylor of Dynamic Markets. She believes it’s time for market researchers to take a stand.

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Panning for gold in big data


The next must-have for the market research industry is text analytics according to Confirmit’s Wale Omiyale.

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Who wants to be a consumer?


The notion of consumers is passé, say Benoit Beaufils and Christophe Fauconnier of Innate Motion, and market researchers need to see individuals not as consumers, but as a patchwork of social identities.

Time for MR brands to standout and be strong


Market research agencies are too generic, instead they need to focus on brand positioning to create dynamism and differentiation worthy of our innovative industry says Lucy Davison of Keen as Mustard Marketing.

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