FEATURE19 November 2014
Back in the day
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FEATURE19 November 2014
x Sponsored content on Research Live and in Impact magazine is editorially independent.
Find out more about advertising and sponsorship.
From innovations such as QR code surveys and gamification to Skype calls reducing the need for international travel, much in the research landscape has changed over the past 10 years as Chime Insight & Engagement’s Crispin Beale explains.
During a recent discussion about geolocation beacons and omni-channel marketing opportunities, I was struck by the huge changes that have taken place in the industry in recent years, not only in my own work – which is to be expected having moved from client to agency side – but also in the way that brands use research.
In the words of American scientist Carl Sagan, “You have to know the past to understand the present”, so with this in mind I reflected on the elements of change I have seen over the past 10 years, drawing on some of the four Ps of marketing as a guide.
Research is no longer limited to traditional methodologies such as face-to-face interviews and paper-based surveys. In this age of technological evolution, research takes place across an ever-growing range of smart devices. The pace of technology is increasing and brands expect faster turnaround times, real-time data and the ability to access information across the globe.
Ten years ...
1 Comment
Mark Westaby
9 years ago
Here we have a piece on how research has changed over the past 10 years when, in fact, absolutely no progress has been made at all. In fact the market research industry has gone backwards. Why? Because all of the focus is on data volume and speed rather than data quality and insight, which is what REALLY matters. This raises another massive problem, which is that all of the data being collected is based on cognitive responses and statistical techniques developed almost 100 years ago. We now know that cognitive responses are frequently worse than useless while the statistical techniques still used rely on data assumptions that are rarely, if ever achieved, such as genuine random sampling from a representative population. Things that could address these issues, such as the capture of emotion-based data and statistical analysis using the bootstrap are conveniently overlooked. Is it any wonder that more and more marketing professionals are questioning the ability of market research to deliver useful insight when what is sold as 'progress' actually represents nothing of the sort.
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