Latest opinion pieces
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.
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.
Toluna’s Phil Ahad shares three things survey respondents gravitate towards and how these can be used to improve your market research.
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.
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.
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?
Targets and thresholds are designed to simplify guidelines and facilitate measurement. But are they based on solid thinking? Leigh Morris of Bonamy Finch discusses.
As part of his series on rethinking market research, Colin Strong calls for a greater focus on longitudinal research as part of a bigger discussion on the need to update our consumer model.
Assuming that the service you provide today is sufficient, it is unlikely to be enough over the long term. Chris Merrington outlines the importance of developing client relationships for the future.
We should stop thinking of ad testing solely as a tool for checking whether communications are strong enough to run says Millward Brown’s Amanda Phillips.