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Saturday, 18 April 2015

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Latest opinion pieces

MR and VoC: two sides of the same strategic coin


Market research and voice of the customer work should complement, not threaten each other, says Wale Omiyale of Confirmit.

What Channel 4’s 'Teens' tells us about teenagers’ digital lives


The world of teenagers depicted on Channel 4’s Teens documentary shows a group obsessed with online social comment, but is this an accurate picture or just good telly? By Matthew Nevardis

#Budget2015 – what next for marketing services & MR?


Sinead Hasson, managing director of Hasson Associates, gives her assessment of where the industry needs to focus in light of the recent budget.

The Eternal Optimist


Craig Scott started his medical research company at the end of last year; several months in he shares his tips for clients and agencies working together.

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Apple Watch will prove a winner


With its sleek design, huge budget and eager consumer-base, M&C Saatchi Mobile’s James Hilton thinks the Apple Watch will be an innovation to appeal to multiple markets.

10 questions insight managers must ask about ad effectiveness


Detailed understanding of how and when people multi-screen is vital for ad effectiveness says Millward Brown’s Amanda Phillips.

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A spotlight on skills


As insight continues to evolve, researchers can give employability a boost by harnessing skills. Sinead Hasson looks over the past twelve months in from a skills perspective.

Significance – statistical or practical?


With the common misinterpretation of statistical ‘significance’ Leigh Morris says researchers and marketers must better understand the difference between something statistically significant and actually meaningful.

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Seven rules of social media evaluation


Evaluating social media campaigns is moving from ‘likes’ to measuring ROI. It creates an opportunity for market researchers if they can grasp the chance to be the natural masters of this growth area says Ray Poynter.

Magazines must adapt to changing reader behaviour


As the latest ABCs show, magazine decline is steadying as these brands extend and target consumers’ passion points. But more still needs to be done as Carat’s head of publishing, Stephanie Arlett, explains