Surveys a Century From Now

TARDIS in the time vortex

In a post entitled “No more surveys in 16 years?” Ray Poynter writes: Back in March 2010, I caused quite a stir with a prediction, at the UK’s MRS Conference, when I said that in 20 years we would not be conducting market research surveys. I followed my conference contribution with a more nuanced description [...]

The Fourth V of Big Data

iStock-letter-V

As many of you may know, to the 3 V’s of Big Data (Volume, Velocity, Variety) has been added a 4th ‘V’- the concept of Veracity. Oh wait, apparently a 5th and 6th ‘V’ have been added – Value and Viability. A 7th? Not yet? It’s only a matter of time. I nominate vaticination. Since Veracity was suggested by [...]

Consumer Co-creation Closes the Gap between Customers and Companies

"Mind the Gap" London Underground notice

Have you ever had a brilliant product idea or modification for your favorite brand? Did you ever try to communicate your idea to the company? Perhaps you didn’t know where to begin, and if you did, you probably didn’t get far. Even when companies provide a “Contact Us” form or customer service line, something seems [...]

Do Timed Judgments of Associations Count as Implicit Research?

stopwatch in hand

I recently came across a technique that was described as modeling “neural networks” by measuring the strength of associations between attributes and brands through response latency techniques. It sounds fancy and has the sniff of scientific validity rising from the reference to neural networks and response latency, so I took a closer look. The technique [...]

The Mere Exposure Effect: Advertising to the Subconscious

Wayne's World screen capture

A recent Adweek column bemoaned the absence of brand names from the first 29 seconds of many 30-second ads. It advised introducing the brand earlier and mentioning it more often, as the author explained that otherwise people forget the name of the brand. The author offered the right advice but for the wrong reasons. He [...]

Conscious or Unconscious, That Is The Question

David Tennant as Hamlet with the skull of Andre Tchaikovsky as Yorick

Most marketing research relies on assessing consumers’ conscious reactions to marketing ideas, ads, commercials, etc., through questionnaires, surveys, and focus groups. It also often relies on evidence that the message was attended to by assessing recall of ad content. But market researchers make several faulty assumptions in taking this approach. One assumption is that respondents [...]

You Can’t Spell “Big Data” Without “V”

Venn Diagram of Velocity, Volume, Variety

If you’ve been alive and reading anything published in the last year, you’ve probably seen two terms – Big Data and The Cloud (a great name for an indie electronic synth-pop band, btw). I have to admit that every time I hear the term Big Data I picture a server room with network storage devices [...]

8 Customer Insights That Drive Growth

8 ball

Consumer insights information answers many questions for marketing, but none are more important than to identify the right growth opportunities, and to deliver a deep understanding of what matters most to your target consumers. Only 20% of marketers say they truly know their consumers. And, 81% of marketing decision makers are concerned about reaching the [...]

The Market Size of the Frivolity Economy

frivolity economy: person swinging 6 shopping bags

Over the 20th century, the US moved from an agricultural economy to manufacturing, then to a services economy. What’s next? Probably a frivolity economy. This often bothers people, on the left and the right. A standard complaint about capitalism is that it devotes enormous energy to producing things we don’t need and shouldn’t want. Many [...]

4 Reasons to Urgently Embrace Mobile Market Research

In the Moment book cover

Having talked to five research experts utilizing mobile in different ways, understood their perspectives on the pros and cons, I have come away with a clear sense that mobile really does offer MR something different. We need to take it seriously. Coming off the fence: yes, we should at least have a sense of urgency [...]