Opinion and analysis of the latest trends in market research and customer understanding.
Hearts and minds
What people say can be at odds with what they feel, even when it comes to voting, says ICM’s Martin Boon, who believes this insight could be at the heart of a new way of conducting polling.
Best before data
Mountains of audience data is generated each day and certain measures must be taken to ensure that this information doesn’t stagnate over time, says Ellie Hubble of Ve Interactive.
Pepsi’s most recent – and now withdrawn – ad has been subject to widespread ridicule that has seen it labelled 'tone deaf'. Nadim Sadek of TransgressiveX looks at whether it failed as comprehensively as initially thought.