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Sunday, 02 August 2015

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Latest opinion pieces

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.

Is there a research deficit?


Whether strategy influences research or research influences strategy in an organisation can have a fundamental effect on the quality and impact of market research says PwC’s Alison Blair.

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Freedom of information


Offering ‘free’ insights from proprietary research has benefits for both agencies and clients. But there are some important guidelines to consider, says Shoppercentric’s Danielle Pinnington.

Keep it flashy


Toluna’s Phil Ahad shares three things survey respondents gravitate towards and how these can be used to improve your market research.

Protecting trust in statistics and democracy


As the first session of the British Polling Council’s inquiry kicks off, NatCen’s Kirby Swales thinks the whole research industry must improve its communications skills.

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The role of research in sustainability


A more sustainable future is in business’s interests, but the road to change will not be easy and research will play a critical role, says Selena King of Firefish.

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Uncovering the truth


Market research is taking a battering in some quarters, with opponents fired up since the General Election polling problems. But are market research techniques really to blame?

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Over the threshold


Targets and thresholds are designed to simplify guidelines and facilitate measurement. But are they based on solid thinking? Leigh Morris of Bonamy Finch discusses.