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Saturday, 31 January 2015

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Latest opinion pieces

Challenging cool, talking real


There’s no one-size-fits-all approach to researching kids, says Joanne Cliff of Platypus Research. Here she outlines her four key steps to understanding ‘real’ kids.

The Rise of Quick Qual


Brand marketers need qualitative insight quickly, so Stephen Phillips offers some suggestions to make qual more agile.

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A Choice for MR: Folly Prevention or Fame Promotion?


As BrainJuicer marks 15 years of business, CEO John Kearon argues the case for researchers supporting System 1 marketing and where that may lead.

New year, new job?


The most effective researchers are those perpetually seeking to advance their skills and many will be contemplating how a new role in 2015 could help them get ahead. But don’t be impetuous, warns Sinead Hasson, there are steps to follow before making the leap.

Innovate and Die


Jigsaw Research’s Peter Totman argues there’s an innovation problem with qualitative research that needs to be addressed.

A sense of satisfaction


Customer satisfaction is not necessarily a meaningful metric – a customer can be satisfied but not inspired – so what can research do to better measure customer engagement? By Alison Blair, PwC r2i

Online surveys need handling with care


Respondents to online surveys are often used as barometers for broader influence. Steve Abbott looks at when this works and when it can lead to problems.

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Profiling the positives of Generation Rent


The assumption is often that when adult children are forced to live at home because of their finances it has a negative impact on families’ lives. But this isn’t necessarily the case says OMD’s Rian Shah.

Five things you should never do in a segmentation…


Anne Coveney identifies the five worst crimes committed in the conception, implementation and use of segmentation studies.

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Re-positioning the survey


The survey is the face of market research, says Lucy Hoang of Northstar. But are we putting our best face forward?

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