Latest opinion pieces
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.
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.
Anne Coveney identifies the five worst crimes committed in the conception, implementation and use of segmentation studies.
The survey is the face of market research, says Lucy Hoang of Northstar. But are we putting our best face forward?
Five rules to customer engagement by Adam Goran, divisional director of customer engagement at Grass Roots Group.
Penny Young, chief executive of NatCen Social Research continues the debate about determining voting intentions.
The advent of social media has led to a proliferation of poorly-executed DIY research, says Cherry Taylor of Dynamic Markets. She believes it’s time for market researchers to take a stand.
The next must-have for the market research industry is text analytics according to Confirmit’s Wale Omiyale.
The notion of consumers is passé, say Benoit Beaufils and Christophe Fauconnier of Innate Motion, and market researchers need to see individuals not as consumers, but as a patchwork of social identities.
Market research agencies are too generic, instead they need to focus on brand positioning to create dynamism and differentiation worthy of our innovative industry says Lucy Davison of Keen as Mustard Marketing.