Techniques
New techniques and innovative methodologies
Investment in mobile continues to grow, and it's impact in in-store shopper marketing is being evangelised. But most of he research surrounding it is, at best, misleading, and often a distortion of reality. Here Sam...
Think like a Respondent to Improve Survey Data Quality
Survey design is a key driver of data quality in market research and the online environment places a greater burden on the survey designer. Here David Bakken of the KJT Group discusses how researchers can...
Inspirational Online Dialogues
Every year, IKEA conducts a global qualitative study to understand how people feel and think about, and how they approach the new edition of the Catalogue. Here Tom De Ruyck of Insites Consulting talks about...
Driven To Distraction
Deliberately distracting survey participants isn’t generally good research practice. And people investigating shopper behaviour don’t often start by spraying a store with perfume But these are a couple of the techniques Tom Ewing and the...
Counterintuitive Marketing
“The best time to increase customer loyalty is when a customer is pissed off at you,” highlights a great, though counterintuitive, truth of marketing. Companies should spend more time studying their consumers than their products....
Why Cultural Stuff Matters
Culture speaks to us of our identity, our relationships and our behaviours. It drives and shapes our needs and wants. Yet as researchers, we rarely bother to look into this cultural world: the place where...