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To Persuade People, Tell Them a Story

To Persuade People, Tell Them a Story | Marketing research and why it matters | Scoop.it

Even in a world of high-tech communications, narratives can be the best way to get a message across. 


Via Kenneth Mikkelsen
Steve Bax's insight:

Another good Scoop by Kenneth Mikkelsen. This is based upon the lessons learn't in presenting the case for new market research techniques in P&G.There are some good presentation lessons in here.

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Mike Klintworth's curator insight, November 12, 2013 4:57 AM

Companies such as FedEx, Kimberly-Clark and Microsoft are teaching executives to tell relatable stories as a way to improve workplace communication.

Robin Sinclair's curator insight, November 12, 2013 9:09 AM

Even interviews require story telling - just make sure they are true!

Mark Cripps's curator insight, November 25, 2013 3:45 AM

Leaders must tell stories:

Marketing research and why it matters
Why organisations need to conduct marketing research to be successful
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Bias in the spotlight: default bias | Opinion

Bias in the spotlight: default bias | Opinion | Marketing research and why it matters | Scoop.it
When presented with pre-set courses of action or defaults, we tend to accept what is presented and ‘go with the flow’, acting without considering other options. By Crawford Hollingworth
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Star Wars gives power to Disney brand as VW feels force of its scandal | News

Star Wars gives power to Disney brand as VW feels force of its scandal | News | Marketing research and why it matters | Scoop.it
Disney has come out as the most powerful brand in the world boosted by the recent Star Wars movie’s record-breaking success according to Brand Finance.
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Research Live

Research Live | Marketing research and why it matters | Scoop.it

The rise of the social media platform has allowed market researchers to tap into a new source of behaviour data explains Edwina Dunn in her look at changes in the 2000s.

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Research budgets continue to fall | News

Research budgets continue to fall | News | Marketing research and why it matters | Scoop.it
The latest Bellwether Report from the IPA has indicated a sharp downward revision to marketing budgets related to market research: the second consecutive fall. 
Steve Bax's insight:

A concerning indication on a number of levels. Research is about understanding where you are, what you should be doing and where you should be going. It is there to reduce uncertainty in organisations' decision making. As the Lewis Carroll quote says: "If you don't know where you are going, any road will get you there."

 

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2015 Review: the most significant marketing research developments | Features | Research

2015 Review: the most significant marketing research developments | Features | Research | Marketing research and why it matters | Scoop.it
As the end of the year approaches, it’s once again time to look back at the highs and lows of the last 12 months. This review article, the first in a series of five, unveils what market researchers consider to have been the most significant developments of the last year.
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Twitter Polls - a DIY challenger to market research? | Features | Research

Twitter Polls - a DIY challenger to market research? | Features | Research | Marketing research and why it matters | Scoop.it
Digital research agency Clicked has spent the last few weeks investigating the potential of Twitter’s latest feature - Twitter Polls. Neil Russell offers his verdict.
Steve Bax's insight:

The article suggests that these can be good for: "refining hypotheses, getting predictions, gauging reactions to trending news topics, generating brand buzz (by asking questions that are likely to be retweeted), determining behaviour (e.g. consumption of content) and how it changes throughout the day, driving traffic to websites to vote on design, investigating reactions to live events, and helping with brand direction." 

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Telepathy tech | Features | Research

Telepathy tech | Features | Research | Marketing research and why it matters | Scoop.it
The way we interact with technology has evolved from twisting dials and pressing buttons, to touchscreens and motion sensors. Is controlling tech with our minds the next stage? By Bronwen Morgan
Steve Bax's insight:

Controlling technology or the next step in communication? What do you think?

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Purchase decisions an emotional rollercoaster | News | Research

Purchase decisions an emotional rollercoaster | News | Research | Marketing research and why it matters | Scoop.it
A third of shoppers (33%) worry they have made the wrong decision after buying a product according to consumer journey research by Newsworks.
Steve Bax's insight:

Clear evidence of post-purchase dissonance. Interesting research from Newsworks. Methodology is good too : The research project consisted of four stages:

Explore: A nine day experiment among eight newsbrand readers using wearable glasses to capture touch points at different stages of the consumer journey
Deep Dive: 11 filmed depths using a decision journey game-board to understand detailed interactions at all stages of a recent purchase
Consolidate: applying a Behavioural Economics filter to inform the quantitative stage
Expand: An online survey among 2,000 adults aged 18-65 who ever read newsbrands (90% of the total number for that audience), to quantify the role of media touchpoints along the stages of the journeys

 

 

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What Really Shapes the Customer Experience

What Really Shapes the Customer Experience | Marketing research and why it matters | Scoop.it
Word-of-mouth recommendations offer a critical way to measure and improve a company’s performance—and ultimately to boost growth.

Via Marketing Colleges
Steve Bax's insight:

Interesting research by BCG on brand advocacy. Their research has "..found that four aspects of the customer experience have an impact on brand advocacy: value for money, customer service, product satisfaction, and emotional connection.". The Index is worth looking at. There are some surprises there especially in the retail area. There are similarities to the NPS in their approach. The difference being that they are asking the question on recommendation from a past rather than future perspective. Stimulating article on brand research and worth a read.

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Bias in the spotlight: paradox of choice | Comment | Research

Bias in the spotlight: paradox of choice | Comment | Research | Marketing research and why it matters | Scoop.it
The paradox of choice is that while we think more choice would make us happy, the reality is that it often doesn’t explains Crawford Hollingworth.
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New Facebook research shows why clicks aren't always the right thing to chase

New Facebook research shows why clicks aren't always the right thing to chase | Marketing research and why it matters | Scoop.it
From the very beginning digital marketing has arguably framed itself around a competition to get clicks, but new research from Facebook...

Via Marketing Colleges
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76% of marketers 'track effectiveness incorrectly' | News | Research

Analysis from the Fournaise Marketing Group suggests that most marketers are using the wrong KPIs to track and measure effectiveness and ROI.
Steve Bax's insight:

Ouch. Very concerning research here. Another level of vanity metrics are being used by marketers, according to the Fournaise Marketing Group - awareness and engagement. As the research claims these are nothing without '...action that has a positive impact on the company's top and/ or bottom line'. Proof, if any were needed, of the importance of measuring marketing performance with financial metrics to establish effectiveness. The lack of attention to customer value propositions - 74% of marketers in the analysis by Fournaise,  is worrying too.

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Steve Bax's curator insight, September 23, 2015 7:23 AM
Steve Bax's insight:

Ouch. Very concerning research here. Another level of vanity metrics are being used by marketers, according to the Fournaise Marketing Group - awareness and engagement. As the research claims these are nothing without '...action that has a positive impact on the company's top and/ or bottom line'. Proof, if any were needed, of the importance of measuring marketing performance with financial metrics to establish effectiveness. The lack of attention to customer value propositions - 74% of marketers in the analysis by Fournaise,  is worrying too.

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Surveys and 'the swipe' | Comment | Research

Surveys and 'the swipe' | Comment | Research | Marketing research and why it matters | Scoop.it
With the prevalence of the ‘swipe’ gesture in apps like Tinder, should researchers be incorporating this intuitive action into mobile surveys? Andrew Wiseman of ICM asks.
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Measuring the immeasurable | Feature

Measuring the immeasurable | Feature | Marketing research and why it matters | Scoop.it
A new passive metering technology that records all of an individual’s digital activity is shedding some interesting light on the difference between what people think they do online, and what they really do. By Ian Ralph
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Bias in the spotlight: the power of now | Opinion

Bias in the spotlight: the power of now | Opinion | Marketing research and why it matters | Scoop.it
People tend to discount the future in favour of today, says Crawford Hollingworth in his latest blog on behavioural biases. 
Steve Bax's insight:

Laura Carstensen, Professor in Public Policy at Stanford University notes that we are simply not built to cope with thinking about the future:

"Humans are wired to live in the present, not plan for the future. Our evolutionary survival hinged on our adroitness in dealing with the problems of the here and now, not our ability to stock-pile resources and make plans for some vague distant future we might never enjoy. If anything, biology tells us to eat, drink and be merry, for tomorrow we die.”

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Election polling errors blamed on 'unrepresentative' samples - BBC News

Election polling errors blamed on 'unrepresentative' samples - BBC News | Marketing research and why it matters | Scoop.it
The failure of pollsters to forecast the outcome of the general election was largely due to "unrepresentative" poll samples, an inquiry finds.
Steve Bax's insight:

Not a good reflection on the research profession.

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2016 Preview: the biggest trends | News | Research

2016 Preview: the biggest trends | News | Research | Marketing research and why it matters | Scoop.it
We’ve looked back at 2015 and now it’s time to turn our sights to next year. In the first of our preview articles, we asked our panel what they thought would be the biggest trends in 2016.
Steve Bax's insight:

What does the future hold for marketing researchers? A number of suggestions from the Research panel here. I like; 'thick data', the 'connection economy', risks of disintermediation and the renewed focus on people.

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Social media strategy called into question by new research | News | Research

Social media strategy called into question by new research | News | Research | Marketing research and why it matters | Scoop.it

UK — New research from the University of Oxford has revealed two popular social media practices thought to drive engagement have no effect at all.

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Steve Bax's curator insight, December 11, 2015 7:41 AM

Research matters once again!

The research has found that "...two practices considered by industry experts to be important drivers of engagement — linking posts to holidays and including rich media elements such as images or videos — were found to have no effect at all."


“In general, it seems that much of what social media marketers do is either ineffective or, worse, backfires on them,” said Professor Stephen. “Marketers need to remember that on social media, brands tend to communicate mostly with consumers who are already relatively highly interested in them, because they have chosen to follow them. Accordingly, they can be offended by the impersonal tone of much advertising content and also by the notion that they are being ‘sold to’."

malek's curator insight, December 11, 2015 5:29 PM

“Content that is more informal and feels less like conventional marketing communications may resonate more with this already-interested consumer type, which leads to higher engagement.”

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YouGov | Analysis: what went wrong with our GE15 polling and what will we do to improve?

YouGov | Analysis: what went wrong with our GE15 polling and what will we do to improve? | Marketing research and why it matters | Scoop.it
An introduction to our full investigation into what went wrong with YouGov's 2015 general election polling
Steve Bax's insight:

The introduction notes: "Our final poll had Labour and the Conservatives tied at 34% when in fact the Conservatives won with 37.7% of the vote, well ahead of Labour at 31.2% of the vote. This 3.7% understatement of the Conservative vote and 2.8% overstatement of the Labour vote makes an average error of 3.35% (which translates into a 6.7% error in estimating the lead). The other parties were essentially correct."

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In the moment, not memories | Comment | Research

In the moment, not memories | Comment | Research | Marketing research and why it matters | Scoop.it
Healthcare professionals are increasingly using their smartphones for their work and they are remarkably receptive to responding to online surveys. This is opening up a world of opportunity to gather in-the-moment health and wellbeing data and insight says Paul Mannu
Steve Bax's insight:

Paul Mannu says " Our most recent global survey reveals that 82% of doctors own a smartphone and 77% of doctors use one regularly at work for professional purposes....(it) revealed that 88% of doctors would be happy to participate in surveys using a mobile phone and 80% were happy to participate in a market research online community. (This creates) ...a real opportunity to understand the distinctive value of mobile technology that goes beyond the cheap and cheerful survey. Used alongside traditional methodologies it can enrich our understanding of behaviour by accompanying the participant in day-to-day life in a way that no other method exists to do."

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Aldi and Lidl's market share reaches 10pc for first time

Aldi and Lidl's market share reaches 10pc for first time | Marketing research and why it matters | Scoop.it
The discount grocers are taking the UK supermarket sector by storm
Steve Bax's insight:

Kantar Worldpanel figures show that the continental grocers have doubled their slice of the UK grocery spend since 2012, heaping pressure on the established players to cut prices.

Lidl’s market share reached a new record high of 4.4pc, increasing by 0.7 percentage points on last year thanks to sales growth of 19pc. Aldi grew sales by 16.5pc, retaining its market share at 5.6pc for the fifth consecutive month.

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John Lewis hails the rise of the mobile 'master shopper'

John Lewis hails the rise of the mobile 'master shopper' | Marketing research and why it matters | Scoop.it
Find out how technology is changing your shopping habits and lists and take our quiz
Steve Bax's insight:

Some fascinating insight into changing shopping habits here. The three visuals from John Lewis sources are worth studying. The importance of finding new ways of marketing measurement rears its head in the comment from Andy Street, managing director, who says that their click and collect strategy had " performed exactly as planned – some people are paying the charge (£2 for orders under £30) because they like the convenience, some are trading up to make bigger orders and some are saying that they won’t make that order now but we have no way of tracking if they make the purchase later on”.

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35% of organisations now subscribe to paid social media monitoring | News | Research

35% of organisations now subscribe to paid social media monitoring | News | Research | Marketing research and why it matters | Scoop.it
A report has revealed that social media now takes up 20% of marketing departments’ time, and social media monitoring activity has grown alongside it.
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Consumer trust in traditional advertising declines in UK | News | Research

Consumer trust in traditional advertising declines in UK | News | Research | Marketing research and why it matters | Scoop.it
A new study reveals that most forms of advertising and communication have seen a decline in trust among UK consumers in the last two years.
Steve Bax's insight:

Perhaps unsurprisingly, personal recommendations are the most trusted form of communication at 81%. Worryingly, this is the only form trusted by more than 60% of respondents.


Nielsen’s EVP of marketing effectiveness for Europe, Terrie Brennan says "While advertisers have started to follow consumers online, about a third of online advertising campaigns don’t work - they don’t generate awareness or drive any lift in purchase intent,...More than ever, consumers are in control of how they consume content and interact with brands, so understanding ad resonance across screens is now the only way to successfully drive memorability and brand lift.”

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Steve Bax's curator insight, September 29, 2015 7:38 AM

Perhaps unsurprisingly, personal recommendations are the most trusted form of communication at 81%. Worryingly, this is the only form trusted by more than 60% of respondents.

 

Nielsen’s EVP of marketing effectiveness for Europe, Terrie Brennan says "While advertisers have started to follow consumers online, about a third of online advertising campaigns don’t work - they don’t generate awareness or drive any lift in purchase intent,...More than ever, consumers are in control of how they consume content and interact with brands, so understanding ad resonance across screens is now the only way to successfully drive memorability and brand lift.”

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Quirkos updates text analysis solution | News | Research

Quirkos updates text analysis solution | News | Research | Marketing research and why it matters | Scoop.it
Researchers can now code PDF articles and group topics in new ways following demand from users.
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