There is a lot of talk about new technology trends and ways to collect and process vast amounts of data but is that smart? Collecting and ordering this data is currently loosely termed big data but the question has to be: Is big data smart? Can research create context in this world? Is research able to create smart data rather than big data?
German auto engineering, Swiss chocolate, French perfume - this month's issue looks at which countries are in the Top 20 of the 'made in' index and why. Which are the world's most valuable brands? How much do consumers really care where a product is produced? And are there some types of products where 'made in' matters more?
This paper describes the learnings and insights gained by the novel use of mobile instant messaging app (WeChat) to collect consumer data. Snacking behaviour was recorded to learn how a combination of qualitative, quantitative and observational techniques can be administrated via WeChat to provide powerful method to record real-time consumer consumption behaviour. This paper will share the findings as well as the benefits and challenges of using an instant messaging app to better understand drivers of choice.
This issue looks at digital communications and audience measurement and asks how rapidly are audiences emigrating to online? Does this mean the gradual death of print? Which generations and regions are most affected and how are brands keeping up with these trends?
In this issue we look at the impact of analytics on our sector and what market research brings to the party.
Correlation is enough - causality is no longer necessary.' Some argue that with the amount of data streaming through, knowing what people do is enough, knowing why is superfluous and takes too long.
In this issue we look at innovation to improve quality in mobile research.
This issue is a 'must read from cover to cover' for those wanting to gain a comprehensive idea of where we are going as an industry/profession and how we are going to get there.
In this issue we launch the ESOMAR Global Prices Study 2014. The only global analysis of market research prices.
Researchers are forever looking for newer ways of engaging and understanding consumers. In this paper, I will be discussing how Dramaturgy, a concept borrowed from the study of theatre and introduced to sociology, can be applied in consumer research to gain deeper insights into their life-worlds. Dramaturgy has the potential to be the overarching research philosophy that influences how we collect, analyse and interpret data. Dramaturgy, or the theatric metaphor, has a special connect with people in the Indian subcontinent who have been nurtured on a diet of Bollywood. These films, whose origin lies in India's traditional drama forms (e.g. Yatra) are widely known for their high voltage dramatic contents and emotional impact. People in India are passionate about Bollywood and view it as a consolidation of their everyday lives. This paper celebrates the Indian passion for drama and explores how it can be harnessed and leveraged in consumer research through a case study on women and their multiple identity roles.