Latest opinion pieces
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.
The way in which people are watching video content is subtly shifting as Hyperfine Media’s Garth Haley explains.
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.
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.
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.
Facilitating workshops requires patience and a few tricks up your sleeve, much like managing a child, says Michael Martin of Insight Inside.
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.
Brand campaigns benefit from contextually relevant placement, according to Guardian effectiveness research says Katherine Miall.
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.
Automation is core to a successful business, and to the market research industry in particular, says Toluna’s Frédéric-Charles Petit.