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Thursday, 02 October 2014

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Latest opinion pieces

Data aggregation and finding the golden goose to lay those eggs

29-Sep-2014

Market research benefits from clients, suppliers and data firms collaborating to merge data and create better, more holistic insight. Cint’s Richard Thornton explains how with tech start-ups moving into this space, existing players must form partnerships to provide technology-led solutions that make data gathering and analysis a seamless experience for clients.

The next generation approach to brand equity tracking

17-Sep-2014

Added Value’s Chris Prox and Brian Kushnir look at how brand equity tracking has to adapt to meet the realities of marketing in today’s business environment.

The future of food: what if everyone stops feeling hungry?

15-Sep-2014

Researchers are looking into ways of suppressing appetite, and if successful, the future of the food industry could be very different, as Susan Krueger explains.

Segmenting a cultural audience

10-Sep-2014

The Museum of London’s director of communications, Antony Robbins, describes how an audience segmentation sharpened the museum’s customer focus, and how these insights have been shared with other cultural organisations around the world.

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Reaching the multi-platform respondents

3-Sep-2014

As consumers switch between devices, this cross platform behaviour is affecting survey completion. Aaron Jue, market research director at Decipher has some best practice advice for researchers managing surveys in this environment.

Are we nearly there yet?

26-Aug-2014

Net Promoter Score can be a useful measure of consumer loyalty, but, says Deborah Eastman of Satmetrix, to be truly effective companies must know how to react, not just listen and measure.

Procurement: friend or foe?

21-Aug-2014

Procurement departments are having more and more of a role in research buying. Craig Scott looks at the consequences of this for everyone involved.

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Fans: the flipside

18-Aug-2014

Modern fans can generate enormous value for brands, but companies must adopt a positive social strategy, not a defensive, reactive approach if they are to succeed in the age of social business, says Dr Laura Brooks.

How the other half lives

21-Jul-2014

Economic anthropologist Jovan Scott Lewis recently spent some time as an intern at Northstar Research Partners. He shares his thoughts on what academia could learn from the commercial sector.

A confidence boost?

17-Jul-2014

Recent reports have revealed growing confidence among consumers and marketers. Richard Sexton of Carat discusses the opportunities and pitfalls for brands.