Many perceive UX and Qualitative Research as separate entities in the research world. UX and Qualitative Researchers tend to have different backgrounds and perspectives on designing and what they focus on, yet are they mutually exclusive. The two worlds do overlap and can strengthen each other. Learn and share during a discussion with three innovative UX researchers with experience in both the UX and Qualitative Research World.
This issue is both a celebration and an investigation of the power, opportunities and pitfalls inherent in the huge leaps in technology affecting consumer intelligence. We look at the new horizons available to us, the types of talent that will be needed and the skills and capabilities that we will need to learn along the way. In particular, we examine the potential for us to have a bigger and better impact on our enterprises and our clients.
Some of the newer research methodologies embrace empathy (and/or its measurement) to be able to get to the bottom of what people need, how they think and how they feel. In this issue, three articles bring their own unique approaches to empathy in research and how to apply it for the betterment of humanity. Each of them, in their own way, also speak to the modern need for marketers and designers to be authentic in their application of empathy to what they do for a living.
With the constant shifting sands of technology, how can researchers stay abreast of the latest developments in advertising and media research and the interplay between the different communication platforms? What's the state of the art in media and advertising research, how close are we to reliable cross-platform currencies and how is this impacting the new world of media buying?
The world is in turmoil. Hyperbole or reality? As we look back on 2017, it is difficult to characterise the state of things as anything but turmoiland experts interviewed in this issue would agree. But, if this is the case, what then is the role of insights and evidence in this new world? In many instances, it would seem that its role is diminishing, with leaders dismissing evidence-based news with which they disagree as fake news. For the Insights professional, all of this poses unique and significant challenges. Not only do we have to bring the human being into the centre of marketing, but we also have to work out where we fit into a new world of political, social and economic turmoil and change. We have to be highly inventive to truly represent the needs of people not only as consumers but as citizens. We need to be able to foresee and reflect the challenges of peoples everyday lives.
What role does research have in understanding and interpreting social change? Can the profession measure social impact and help decision makers understand what they need to do? Where and how can research help build a better society?
Weve done the research, delivered the data and gleaned the insights but what is the return on investment? We look at how researchers can best work with their clients to ensure that the research really provides new and useful insights and enables them to develop products and services that exceed their customers expectations.
Visionary - Its been 70 years since ESOMAR held its first Congress in Amsterdam where the industry agreed to form an association which would help the burgeoning industry to grow. In this special anniversary edition of Research World we celebrate 70 years of this momentous occasion.