Should we use repeat respondents?
Although marketeers can endeavor to reach generalisable samples using careful screening and quotas, there are three reasons to suspect that repeat respondents are not answering in a generalisable way....
Patrick Fagan
Consumer Psychologist, London, UK
Making sense of science
“The Golden Age of Bull***t” is how advertising guru Bob Hoffman described contemporary marketing – and he’s probably not wrong. In a review of nine leading marketing textbooks, Armstrong and Schultz found 566 instructions for...
How do hyper-targeted ads work so well?
As an illustration, a group of researchers based out of Cambridge university built a quiz on Facebook. They used it to collect personality data on millions of consenting users, whom they subsequently classified as low...
Big data finds the people you need
“He could sell salt to a slug.”1§This, of course, is what one might say of a salesperson so expert that they could sell a product to a customer regardless of their needs. Otherwise, the slug...
How well do social networks know you?
Have you ever met a couple and knew it probably wasn’t going to work out? There’s a science behind it....
The Problem with Professional Participants
Professional participants generate problems for researchers. But what are they and how can they be solved?...