What is the direction in which market research is developing and changing? What do we need to be paying attention to?
Not only is emoji analysis helpful in gaining insights for a brand, it is vital for a comprehensive look at consumer sentiment.
[Big Ideas Series] For a brand to matter, it must represent the culturally relevant codes that consumers value.
Discovering the ways brands engage female target audiences, and finding the factors that drive consumer choice in fashion and apparel.
[Big Ideas Series] In the midst of GDPR and data privacy concerns, consumers need to turn their attention to the beneficial ways personal data is used to meet their needs.
[Big Ideas Series] Brands can utilize cultural marketing to plan and strategize for higher U.S. Hispanic engagement with television campaigns.
[Big Ideas Series] Human empathy in survey design is key to finding valuable insights and creating a positive respondent experience.
[Big Ideas Series] Researchers need to take a step back from the buzz of neuromarketing to understand that the methodology is just one part of the consumer insights process.
The core challenges for market research’s future aren’t as much about the technical skills of practitioners as they are about their mindsets. Other fields are bringing new kinds of more relevant thinking to marketers struggling with a digitally transformed world.
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Highlights from IIeX Europe 2018