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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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BA retains 'top consumer brand' title | News | Research

BA retains 'top consumer brand' title | News | Research | Marketing research and why it matters | Scoop.it
British Airways has emerged as the UK’s top consumer brand for the second year in a row, according to the latest Consumer Superbrands survey.
Steve Bax's insight:

Superbrands results here. Top 5 consumer brands based on factors including quality, reliability and distinction are 

1. British Airways
2. Rolex
3. BBC
4. Microsoft
5. Nike

 

Top 5 B2B brands are

1. British Airways
2. Apple
3. Virgin Atlantic
4. Microsoft
5. Visa

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Brands 'should encourage consumers to complain about marketing' | News | Research

Brands 'should encourage consumers to complain about marketing' | News | Research | Marketing research and why it matters | Scoop.it
New research suggests that brands should make it easier for consumers to complain about their one-to-one marketing, in order to earn greater consumer trust and increase marketing effectiveness.
Steve Bax's insight:

Interesting to see the Anglian Group - Home Improvements company - involved in undertaking this research. The report can be downloaded from http://futurefoundation.net/complaints/

 

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Surveys and big data are 'complementary, not competing data sources', says task force | News | Research

Surveys and big data are 'complementary, not competing data sources', says task force | News | Research | Marketing research and why it matters | Scoop.it
The AAPOR’s big data task force has released a report outlining its recommendations for for the use of big data in relation to survey research.
Steve Bax's insight:

Interesting report from the AAPOR here. Exciting ;times for the research industry ahead. 

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IBM - What is Hadoop? – Bring the power of Hadoop to the enterprise with IBM

IBM - What is Hadoop? – Bring the power of Hadoop to the enterprise with IBM | Marketing research and why it matters | Scoop.it
Steve Bax's insight:

For those that don't know a useful explanation from IBM in text and video formats. 

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Google agrees privacy policy changes

Google agrees privacy policy changes | Marketing research and why it matters | Scoop.it
Steve Bax's insight:

ICO has ruled that Google was "too vague..." when describing how personal data is used.

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Forget digital: children are still into books and board games - Telegraph

Forget digital: children are still into books and board games - Telegraph | Marketing research and why it matters | Scoop.it
Children are more likely to watch TV, read a book and play board games than spend their time on video games and mobile apps
Steve Bax's insight:

Some interesting findings from Mintel's latest study into the children's media market here. 

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Online accounts for 39% of entertainment retail | News | Research

Online accounts for 39% of entertainment retail | News | Research | Marketing research and why it matters | Scoop.it
Amazon took one in every four pounds spent on physical music, games and video in Britain in the run up to Christmas this year with online shopping now making up 39% of all transactions in the sector according to Kantar Worldpanel.
Steve Bax's insight:

Some good news at least for Tesco in here from a pre-Christmas entertainment sales viewpoint.

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Data incompetence contributed to 'under-performing campaigns' in 2014 | News | Research

New research claims that 75% of marketing strategies in 2014 under-performed, partially due to marketers’ incorrect use of data leading to poor decisions.
Steve Bax's insight:

Ouch. Some damning comment on marketers here. 

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2014 Review: The most significant developments | Features | Research

2014 Review: The most significant developments | Features | Research | Marketing research and why it matters | Scoop.it
In the first of five review articles, members of the research community look back on the most significant developments of the past 12 months.
Steve Bax's insight:

An excellent review article by Research-live here. A must read for any marketer! What are the significant developments mentioned here? : Self-service offerings from organisations such as Zappistore,the rise and rise of mobile, 'real-time everything - linked to the strength of mobile - the industry getting to grips with big data "This was the year where we really started to understand what our data trails can tell us about consumers. Not just what we do but how we feel, our intentions, our attitudes. The promise of what data can deliver is starting to become more tangible.”ColinStrong, Head of Industry, GfK

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Steve Bax's curator insight, December 18, 2014 6:23 AM

An excellent review article by Research-live here. A must read for any marketer! What are the significant developments mentioned here? : Self-service offerings from organisations such as Zappistore,the rise and rise of mobile, 'real-time everything' - linked to the strength of mobile - the industry getting to grips with big data "This was the year where we really started to understand what our data trails can tell us about consumers. Not just what we do but how we feel, our intentions, our attitudes. The promise of what data can deliver is starting to become more tangible.”ColinStrong, Head of Industry, GfK

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Facial reactions points to John Lewis' penguin's popularity | News | Research

Facial reactions points to John Lewis' penguin's popularity | News | Research | Marketing research and why it matters | Scoop.it
John Lewis’ Monty the Penguin ad is the most compelling Christmas ad among those of UK high street retailers according to a study measuring people’s facial reactions.
Steve Bax's insight:

Interesting research findings on emotional reactions to Christmas advertising. Would pre-testing have been an idea for H&M perhaps?

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Retail parks reel from rise of online shopping - FT.com

Retail parks reel from rise of online shopping - FT.com | Marketing research and why it matters | Scoop.it
The rise of internet shopping has hurt out-of-town retail parks more than the high street, research has found. Retail parks have the highest percentage of premises vacant for three years or more, and many may never be reoccupied, according to an
Steve Bax's insight:

The impact of internet shopping on retail parks and the suggestion that click and collect services are the least like to suffer are key points here. Major changes in the UK marketing environment are happening right now.

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New App Annie product offers detailed demographics of over a billion app users

New App Annie product offers detailed demographics of over a billion app users | Marketing research and why it matters | Scoop.it
For the first time, mobile publishers can quickly assess the demographic profile of their users, compare it to those of their competitors' apps, and easily make accurate data-driven decisions about...
Steve Bax's insight:

New data for marketing decision making. 

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Facebook still dominates social networking but teen frequency falling | News | Research

Facebook still dominates social networking but teen frequency falling | News | Research | Marketing research and why it matters | Scoop.it
Facebook remains the number one global network but half of members in the UK and US are using it less frequently than they previously did, according to GlobalWebIndex research.
Steve Bax's insight:

Some very interesting research findings from GWI on social networking trends here. Further evidence of shifting patterns in usage. A very useful report for all marketers.

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Why Business That Use 'Big Data' Make More Money (Infographic)

Why Business That Use 'Big Data' Make More Money (Infographic) | Marketing research and why it matters | Scoop.it
You have probably heard people talk about 'big data.' If your eyes start to glaze over when that term is mentioned, get your Big Data 101 Intro lesson here.
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Steve Bax's curator insight, March 3, 4:28 AM

A good overview with some examples of where it can be used effectively given in the infographic. The analytics element in the centre which is just shown as a ball of energy in the visual is of most interest to those trying to understand how to use 'Big Data' perhaps?

Rescooped by Steve Bax from BIG data, Data Mining, Predictive Modeling, Visualization
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Microsoft embraces Python, Linux in new big data tools

Microsoft embraces Python, Linux in new big data tools | Marketing research and why it matters | Scoop.it
Continuing its quest to make Microsoft Azure comfy for the non-Windows world, Microsoft just launched a preview of its Hadoop-based cloud tool (HDInsight) that runs on Linux.

Via AnalyticsInnovations
Steve Bax's insight:

News on Microsoft's big data tools.

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AnalyticsInnovations's curator insight, February 19, 8:13 AM

The confident competitor...!

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Using marketing analytics to drive superior growth | McKinsey & Company

Using marketing analytics to drive superior growth | McKinsey & Company | Marketing research and why it matters | Scoop.it
Companies have so many analytical options at their disposal that they often become paralyzed, defaulting to just one approach. A McKinsey & Company article.
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Steve Bax's curator insight, February 11, 5:09 AM

An excellent article discovered when looking at the Google interview on McKinsey Quarterly. Key messages for all marketers in here on how to maximise Marketing ROI through integrated analytics approaches. Best approaches suggested are: Marketing Mix Modelling (MMM), Heuristics such as Reach, Cost, Quality (RCQ) and emerging approaches such as attribution modelling. Highly recommended read.

Rescooped by Steve Bax from BIG data, Data Mining, Predictive Modeling, Visualization
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Infographic: Big Data and Analytics Trends for 2015

Infographic: Big Data and Analytics Trends for 2015 | Marketing research and why it matters | Scoop.it
Here is the summary of latest trends in Big data and analytics for 2015 which points to real-world progress that is been happening around.

Via AnalyticsInnovations
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Hanging on the telephone | Features | Research

Hanging on the telephone | Features | Research | Marketing research and why it matters | Scoop.it
Vodafone has a more serious and staid image than some of its rival mobile networks, but it is looking to balance that with a warmer message to connect humans with its services, as Jane Simms discovers.
Steve Bax's insight:

Just over 30 years ago the first ever mobile call was made in the UK using Vodafone's network says Jane Simms in Impact Magazine. How things have changed since then.

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Rescooped by Steve Bax from Cambridge Marketing Review
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German privacy regulator imposes €1,300,000 fine on insurance giant Debeka - Marketinglaw

German privacy regulator imposes €1,300,000 fine on insurance giant Debeka - Marketinglaw | Marketing research and why it matters | Scoop.it
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Steve Bax's curator insight, January 29, 7:06 AM

Never before, has a German supervisory authority stressed so clearly the need for proper data protection management. All companies which process customer or employee data on a large scale should put their organisation to the test – the best way to avoid fines and publicity for data protection violations.

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Marketing activity shows strong start to the year | News | Research

Marketing activity shows strong start to the year | News | Research | Marketing research and why it matters | Scoop.it
The headline Global Marketing Index (GMI), an indicator of the state of the global marketing industry, is up by 2.6 points on the December figure.
Steve Bax's insight:

All media except digital and mobile experienced a fall in budget allocations according to this research data. 

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Sainsbury's Christmas ad tops YouTube charts | News | Research

Sainsbury's Christmas ad tops YouTube charts | News | Research | Marketing research and why it matters | Scoop.it
YouTube’s ad leader board for 2014, which ranks the ads people have chosen to watch throughout the year in the UK, showed Sainsbury’s Christmas ad featuring the WW1 truce football game was the most watched.
Steve Bax's insight:

Top ten ads watched in 2014 here. Top three were Sainsbury's, John Lewis and Nike Football all with more than 330 million views globally

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London overtaking Oxbridge domination

London overtaking Oxbridge domination | Marketing research and why it matters | Scoop.it

London universities are breaking up the traditional dominance of Oxford and Cambridge, according to official figures on research excellence.

Steve Bax's insight:

Interesting research.

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Second screen ad synching predicted to grow rapidly in 2015 | News | Research

Second screen ad synching predicted to grow rapidly in 2015 | News | Research | Marketing research and why it matters | Scoop.it

PredictConsumers will see more TV ads backed up with reminder and reinforcement messages on digital devices, according to predictions from Millward Brown.

Steve Bax's insight:

Prediction from Millward Brown for 2015. Triggered ads enabled by listening technology. Clear links to previous research data on how viewing habits have changed. 

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One in three 'don't trust MR industry to safeguard personal data' | News | Research

New research from GRBN also revealed that 36% of people worldwide are “very concerned” that their personal data might be misused.
Steve Bax's insight:

48% in the Americas is concerning too. Low levels of trust in the research industry are always a concern. 

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Consider the Respondent’s Point of View When Designing Surveys

Consider the Respondent’s Point of View When Designing Surveys | Marketing research and why it matters | Scoop.it
Why is it important to consider the respondent’s point of view when designing surveys? Guest blogger, Gary Austin of Austin Research explains.
Steve Bax's insight:

Some good reminders of sound research principles here from Gary Austin. Data fatigue from over researched respondents is often forgotten in the desire to get responses is a key consideration. Don't forget the basic principles of sampling when designing surveys either. 

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