The 2021 Users and Buyers Global Study recognizes the fundamentally important role that brand-owners play in determining the shape and structure of our profession. This is the first in what we hope will become an annual monitor study. This research establishes a benchmark of how insights are viewed and commissioned within brand-owning organizations, and the key criteria applied to what is considered 'good' and 'successful' research.Join study author Ray Poynter of NewMR and guest Kajoli Tankha of Microsoft to learn:Key findings from the research.How research customers are driving innovation, change and evolution of the insights and analytics industry.The growing demand for speed, instant feedback and digital solutions.
Learn how to use machine learning text analytics, from scratch, for free, using open-source R.
Learn how to use machine learning text analytics, from scratch, for free, using open-source R.
This paper shows how the techniques of the futurist can be used to add value and insight to the marketing research process. The paper illustrates how approaches such as 'the report in the future' and 'Scenario Spinning' can be utilized in the research process to challenge the brief, to define the scope, to sharpen the method, and to enrich the interpretation of research. Qualitative researchers will find this paper a 'call to arms' in terms of shifting the client focus away from knowing the past and towards providing an understanding of the different possibilities the future holds.The key message is that too much existing research addresses lower order problems, such as whether consumers prefer the red or green package, or what they thought the ad was trying to communicate.The paper shows how futurist approaches can move the focus towards an understanding of what may happen in the future, and how the role of the researcher should be as a scout for the future and provider actionable insights.
This paper adopts its title from William Gibson's quote and provides an analysis of what lies just beyond the horizon. The presentation shifts the focus away from the tactical issues (for example, how best to integrate the Internet today) towards the strategic issues posed by the social, cultural, and economic context created by the Internet and other changes. The presentation identifies things that we already know separately, and pulls them together into a holistic review.