Marketing research and why it matters
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Automatic for the people | Comment | Research

Automatic for the people | Comment | Research | Marketing research and why it matters | Scoop.it
Automation is core to a successful business, and to the market research industry in particular, says Toluna’s Frédéric-Charles Petit.
Steve Bax's insight:

Automation is very important for the research industry but we need to be careful to avoid the very real risks of losing sight of where value is added. Converting data to intelligence to insight is clearly a key area where researchers' expertise adds significant value. I would question whether questionnaire design is a routine task however. To my mind, this remains a key area where research skills add value to the process and enable maximum insight to be delivered. 

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Marketing research and why it matters
Why organisations need to conduct marketing research to be successful
Curated by Steve Bax
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Market research 'critical' to tech companies | News

Market research 'critical' to tech companies | News | Marketing research and why it matters | Scoop.it
 83% of technology companies say the insights gained from survey research are critical to their company’s success, a report has found.
Steve Bax's insight:
Interesting research with 300 US techology companies who had conducted or commissioned a market research survey in the past 12 months. "... the report appeared to show that tech startups are underutilising survey research – only 6% of tech companies conducting research are less than five years old." The theme of linking research data to gain more powerful insight, that appeared in another article this week, is here again.
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‘OK Google, start the survey’ | Opinion

‘OK Google, start the survey’ | Opinion | Marketing research and why it matters | Scoop.it
Alexa, Siri, Cortana. Are these all new players in the field of research?
Steve Bax's insight:
Where will AI take research in the future?
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Global NGOs urge Facebook to disclose psychological insights on teens | News

Global NGOs urge Facebook to disclose psychological insights on teens | News | Marketing research and why it matters | Scoop.it
According to a story in The Australian newspaper, Facebook presented research to one of its advertisers that revealed it has collected sensitive data on young users’ emotions and ‘mood shifts'. It details how Facebook can analyse this data in real time to determine how young users are communicating emotion, as well as at which points during a typical week they are doing so. This was all done without users’ knowledge.
Steve Bax's insight:
According to a story in The Australian newspaper, Facebook presented research to one of its advertisers that revealed it has collected sensitive data on young users’ emotions and ‘mood shifts'. It details how Facebook can analyse this data in real time to determine how young users are communicating emotion, as well as at which points during a typical week they are doing so. This was all done without users’ knowledge.
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5 Common Mental Errors That Sway You From Making Good Decisions

5 Common Mental Errors That Sway You From Making Good Decisions | Marketing research and why it matters | Scoop.it
I like to think of myself as a rational person, but I’m not one. The good news is it’s not just me — or you. We are all irrational.
For a long time, researchers and economists believed that humans made logical, well-considered decisions. In recent decades, however, researchers have uncovered a wide range of mental errors that derail our thinking. Sometimes we make logical decisions, but there are many times when we make emotional, irrational, and confusing choices.
Psychologists and behavioral researchers love to geek out about these different mental mistakes. There are dozens of them and they all have fancy names like “mere exposure effect” or “narrative fallacy.” But I don’t want to get bogged down in the scientific jargon today. Instead, let’s talk about the mental errors that show up most frequently in our lives and break them down in easy-to-understand language.
Here are five common mental errors that sway you from making good decisions.

Via David Hain, Steve Bax
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David Hain's curator insight, November 14, 2016 10:47 AM

More on decision making - common mental traps that fool us!

Steve Bax's curator insight, November 15, 2016 3:32 AM
A good, easy to read article by James Clear that is useful both for self awareness and understanding the behaviour of others. Helpful for leaders and researchers alike!
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Demographics are dying | Opinion

Demographics are dying | Opinion | Marketing research and why it matters | Scoop.it
Shoppers should no longer be segmented by traditional demographics argues smp’s Chris Cooper, as he offers seven mindsets as an alternative. 
Steve Bax's insight:
Interesting research on changes to segmentation approaches. 
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BE Bites: Recognising and challenging our own biases | Opinion

BE Bites: Recognising and challenging our own biases | Opinion | Marketing research and why it matters | Scoop.it
Even experts in behavioural economics find it hard to avoid their own biases, but there are ways to improve decision-making, even in the long term.
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Let’s not play with privacy | Opinion

Let’s not play with privacy | Opinion | Marketing research and why it matters | Scoop.it
Whether you’re playing or not, it's unlikely you'll have missed the latest gaming craze Pokémon Go. But the level of access players have been willing to give, raises some serious questions about consumer data use.
Steve Bax's insight:
Some interesting questions raised here in terms of the willingness of those downloading the new Pokemon Go game to allow access to an array of personal data. Is this being accepted knowingly or just clicked quickly to get the game?
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Steve Bax's curator insight, July 20, 2016 7:16 AM
Some interesting questions raised here in terms of the willingness of those downloading the new Pokemon Go game to allow access to an array of personal data. Is this being accepted knowingly or just clicked quickly to get the game?
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UK mobile sharing activity dominated by dark social | News

UK mobile sharing activity dominated by dark social | News | Marketing research and why it matters | Scoop.it
Over three quarters (77%) of content from publishers or marketers shared by mobile phone takes place via 'dark social' channels such as email, text and instant messaging, according to new research. 
Steve Bax's insight:
RadiumOne's figures show that 84% of sharing globally happens outside of public social networks, 90% of social and sharing marketing investment is going to public social networks ( according to eMarketer figures ).
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Education not taken into account sufficiently by polls | News

Education not taken into account sufficiently by polls | News | Marketing research and why it matters | Scoop.it
Both online and phone polls of voting intention in the EU referendum should pay more attention to the education levels of their samples according to a report from NatCen Social Research.
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Expanding evidence | Feature

Expanding evidence | Feature | Marketing research and why it matters | Scoop.it
The value of market research in the UK has grown almost £2bn in the past four years, according to PwC’s report on the industry. By Jane Bainbridge
Steve Bax's insight:
Interesting findings here, especially with regard to the resurgence of qualitative research:

With a growth of 62% since 2012, the UK is now the world’s second-largest market for professional research. This is massively outstripping that of the UK economy as a whole, which has grown 8.7% in the same period. 

 So what is behind this phenomenal growth? Perhaps inevitably – data analytics. This has seen an uplift of 350% since 2012 and now employs 6,700 FTEs. 

But perhaps more surprising is that qualitative research has also been identified as a key area of growth. Julie McClean, senior manager, PwC r2i, said: “This was a very strong finding, from both the survey and key informants; they all agreed there was a resurgence and re-emergence of qualitative. We see it as a counterbalance to the growth of big data.
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BE Bites: How to de-bias decision making | Opinion

BE Bites: How to de-bias decision making | Opinion | Marketing research and why it matters | Scoop.it
Knowing that we are prone to making biased decisions doesn't always help us to avoid doing so, says Crawford Hollingworth. But there are strategies to keep us on the straight and narrow.
Steve Bax's insight:
Great example of taking the outsider's view. "... comes from Intel, the microprocessor company. In 1985, its core business was still based around its founding business, manufacturing memory chips, but it was struggling to compete with Japanese manufacturers. Andy Grove, who was then director of engineering ( and later became Intel’s chief executive and chairman ) notes “I looked out of the window at the Ferris wheel of the Great America amusement park revolving in the distance, then I turned back to Gordon [then the company’s chief executive] and I asked ‘If we got kicked out and the company brought in a new CEO, what do you think he would do?’ Gordon answered without hesitation: 'He would get us out of memories [memory chips].' I stared at him, numb, then said: ‘Why shouldn’t you and I walk out the door, come back and do it ourselves?’.”"
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Market research – what is it, really? | Opinion

Market research – what is it, really? | Opinion | Marketing research and why it matters | Scoop.it
The latest Bellwether Report shows a modest upward revision of marketing budgets for 2016/17. Yet behind this more positive outlook lurks continued uncertainty, prompted by macro-economic, structural and political questions that remain hanging in the air.
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BE Bites: how to make numbers mean something | Opinion

BE Bites: how to make numbers mean something | Opinion | Marketing research and why it matters | Scoop.it
Have you ever read a news article which quoted a lot of big numbers, yet you weren't really sure what they meant or how to visualise them? Crawford Hollingworth looks at how to add meaning to numbers.
Steve Bax's insight:
Crawford Hollingworth says "... there are clear implications for any type of communication, whether to customers and consumers, researchers to respondents, or colleague to colleague. 

 For example, think hard about whether a recipient will be able to interpret and find meaning in a number or statistic you are giving them and if not, think about possible anchors you can use to illustrate a number and test them on others. Then follow the number with the phrase "To put this into perspective...". If we are quoting figures on some form of communication a client is floating, would it help its impact to give people anchors to aid impact and comprehension? Whatever the number, it’s always possible to make it more meaningful for someone."
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The focus group is dead. Long live the focus group | Opinion

The focus group is dead. Long live the focus group | Opinion | Marketing research and why it matters | Scoop.it
Researchers shouldn't ditch their traditional methods, but enhance and develop them in tandem with data-driven techniques, writes Steve King.
Steve Bax's insight:
A very good article on the increasing use of social data to gain insight. 'Triangulation' remains core to research effectiveness.  A combination of existing data, qualitative data gathering and quantitative data gathering followed by sufficient time spent on analysis will always provide the best insights on which marketing strategies can be based. The focus group remains a powerful source of qualitative data to meet some research requirements. The area where experienced researchers can add real value is in recommending the right method(s) to meet the research objectives within the real world constaints of time and budget.
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MRS reissues sugging advice in wake of Tory probe | News

MRS reissues sugging advice in wake of Tory probe | News | Marketing research and why it matters | Scoop.it
Following Channel 4's investigation into the Conservative party’s use of a call centre claiming to be a market research agency when contacting the public, the MRS has reminded the public to report these types of calls.
Steve Bax's insight:
This type of activity, if verified, destroys public trust in the research industry. it is hard enough to secure participants in research without this type of behaviour.
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British Airways remains UK's favourite consumer brand | News

British Airways remains UK's favourite consumer brand | News | Marketing research and why it matters | Scoop.it
British Airways has come out on top of the annual Consumer Superbrands list for the fourth consecutive year. 
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It's good to talk | Opinion

It's good to talk | Opinion | Marketing research and why it matters | Scoop.it
There's no denying the power of big data, says Shoppercentric's Danielle Pinnington, but don't underestimate the power of spending time talking to consumers. 
Steve Bax's insight:
Hear, hear.
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Brand loyalists may significantly skew research | News

Brand loyalists may significantly skew research | News | Marketing research and why it matters | Scoop.it
Analysis from the Ehrenberg-Bass institute suggests that mixing users and non-users of a product or service in research could significantly compromise the validity of studies.
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BE Bites: Impulsive young minds | Opinion

BE Bites: Impulsive young minds | Opinion | Marketing research and why it matters | Scoop.it
We all know people around us who can be impulsive and shortsighted. But are there some groups or demographics that are more likely to have these traits? By Crawford Hollingworth
Steve Bax's insight:
Excellent article by Crawford Hollingworth He says "...many scientists now believe that our brains delay their final stages of development to allow us to remain flexible in our thinking and learning and open to novelty and risk, necessary in propelling us through the difficult transitional stage of leaving home and making our own lives, distinct from our parents... The findings also have clear implications for how we might best communicate to different age groups and get their attention. For example, younger people may be more likely to respond to messaging about the prospect of immediate rewards, while older people may be content to be more patient."
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EU Referendum: Did the polls all get it wrong again? - BBC News

EU Referendum: Did the polls all get it wrong again? - BBC News | Marketing research and why it matters | Scoop.it
While a few of the pollsters got the referendum result almost spot-on, others meant that studying the polls failed to give a clear indication of what the outcome would be on the morning of 24 June.
Steve Bax's insight:
The significant differences in what factors were important to remain and leave voters are worth looking at.
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BE Bites: the power of feedback to change behaviour | Opinion

BE Bites: the power of feedback to change behaviour | Opinion | Marketing research and why it matters | Scoop.it
Insight from behavioural science has enabled wearables company Jawbone to help its users get a good night's sleep. Crawford Hollingworth explains
Steve Bax's insight:
Interesting use of behavioural science to research changing sleep patterns.
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Under the skin | Opinion

Under the skin | Opinion | Marketing research and why it matters | Scoop.it
Galvanic skin response methods are being used to introduce behavioural economics thinking to qualitative research, as Dan Young explains.
Steve Bax's insight:
Biometrics in action. Fascinating.
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Will the UK leave the EU? How to track the odds of a Brexit

Will the UK leave the EU? How to track the odds of a Brexit | Marketing research and why it matters | Scoop.it
Of the dozens of polls released since the start of the year, the results have been mixed. With several results suggesting that the UK will vote to withdraw from the political union.

But if you look at a poll of polls - which takes the average of a group of polls - support for leaving the EU has never come out on top.
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Preparing for data reform | Feature

Preparing for data reform | Feature | Marketing research and why it matters | Scoop.it
Data protection reform is happening whether the UK votes to stay in the EU or to leave. Here Dr Michelle Goddard looks at how the changes in regulation will affect you.
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The strange state of social media in market research | Opinion

The strange state of social media in market research | Opinion | Marketing research and why it matters | Scoop.it
Social media is part of people's everyday lives and it's time the market research industry recognised this, and used the data it offers to full effect, says Jess Owens.
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