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Wednesday, 25 November 2015

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Latest opinion pieces

How digital devices are changing the path to purchase


Digital ease may vary across the generations but it is altering the way in which products are bought across every age group says SSI’s Pete Cape.

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Has sadvertising had its day?


Emotional advertising is better at building long-term brand awareness than message-based ads but has the trend for sad Christmas TV advertising, epitomised by John Lewis, run its course asks BrainJuicer’s Tom Ewing.

Bringing analytics to the people


More data doesn’t always mean better business decisions. But with the help of data science tools, employees at all levels can act on this added insight says Bobby Koritala

The democratisation of market research


Technology means small brands can now access market research in a way that was previously confined to big brands argues Anthony Vinci.

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Caring about sharing


The rise of the sharing economy calls for adaptation of traditional B2B and B2C measurement approaches, says Jack Miles of Northstar.

All data great and small


Hybrid TV audience measurement approaches could be the answer to understanding and measuring multiple device viewing. Richard Asquith at Kantar Media explains.

Will the comScore Rentrak merger mean better media measurement?


As media consumption is harder and harder to measure, the IPA’s Belinda Beeftink considers if the merger of comScore and Rentrak will improve things.

Millennials, smartphones and the impact on advertisers


Millennials may face challenges previous generations didn’t but their digital freedom means they can take part in an on-going, multi-media conversation. Adele Gritten shares insights on how this generation connects with newsbrands.

Think games not gamification


Forget everything you know about gamification. Now, remember what you love about games. If you can follow these two simple steps when designing market research studies, the payoff might surprise you says Joe Marks.

Commoditization in market research


As demand for insight rises, is the market research industry facing commoditization of its services? Richard Thornton of Cint discusses.