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Saturday, 05 September 2015

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Latest opinion pieces

Mind measurement


In the latest in Colin Strong’s series rethinking areas of market research, he turns his attention to the importance of attitude measurement and psychometrics.

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Video content appeal across the platforms


The way in which people are watching video content is subtly shifting as Hyperfine Media’s Garth Haley explains.

Removing the jokers from the pack


Checking data quality should be as important a part of the research process as analysing results, says Laura Finnemore. She wants to drive sample quality to the top of the agenda.

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Surveys and 'the swipe'


With the prevalence of the ‘swipe’ gesture in apps like Tinder, should researchers be incorporating this intuitive action into mobile surveys? Andrew Wiseman of ICM asks.

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Deal or no deal


The old assumptions about car buyers no longer apply. It’s time for dealers to rethink their sales approach, says Iain Stanfield, head of brand and customer experience research at GfK.

What four-year-olds can teach us about workshopping


Facilitating workshops requires patience and a few tricks up your sleeve, much like managing a child, says Michael Martin of Insight Inside.

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Smartphones: the digital drug we’re all addicted to


The breadth of roles smartphones now play in our lives means we’re highly dependent on them, yet research from UM London shows there’s also a fear of how we are managing the accompanying information overloading.

Putting advertising in context


Brand campaigns benefit from contextually relevant placement, according to Guardian effectiveness research says Katherine Miall.

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Is qual being neglected?


The automation of data collection has led to research becoming an almost robotic process, says Dale Henry. He thinks it’s time to shine the spotlight back on qualitative.

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Automatic for the people


Automation is core to a successful business, and to the market research industry in particular, says Toluna’s Frédéric-Charles Petit.