Methodologies & Techniques
Researchers currently rely on a one-size-fits-all approach to combat dishonesty in surveys, but Kantar Profiles knows better! We have been conducting research on research methods for years, which made it relatively easy to identify all...
Which qualitative techniques are in decline and which will evolve and shine?
Qualitative research has proved remarkably robust in the face of digital disruption. A steady 14% (yes, contrary to popular belief, many qual researchers quite like numbers too)… as I was saying 14% of all market...
Why contradicting behavioral and traditional KPIs can be good for research
Here’s a potential scenario – you did an extensive advertising study and found an interesting pattern in the correlation matrix: - Behavioral KPIs (Visibility, attention, and emotional reach)are correlated among themselves - Survey questions (Recall,...
Internalising insight: The role of art in driving informed marketing decisions
Over the past decade, storytelling – or the ability to connect audiences to data – has become an integral part of the researcher’s toolkit. It’s easy to theorise that as the volume of data has...
What can market research learn from Siri and Alexa?
Innovation is impacting every part of our lives, with smartphones making the world available from consumer pockets with a simple click, swipe or voice command. And now Apple HomePod and Amazon Echo, teamed up with...
Merging multiple streams of data to improve portfolio strategy
Market research contributes to many of the tactical decisions, but the wealth of new data sources and forms, combined with various analytics, means MR can meaningfully contribute to more strategic decisions regarding the products and...