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Related Articles

There are 26 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Using eye-tracking to measure the effectiveness of TV commercials

The author discusses eye-tracking technology and the Index of Cognitive Activity as a method of obtaining unbiased physiological data to better understand how viewers absorb, and how well they like, various television advertisements.

A global enterprise

IBM conducts a tracking study twice a year in 14 languages in 27 countries throughout Europe, North America, South America and Asia to capture trend data on a variety of topics.

Forget the sharks - swim with your own fish!

In an increasingly turbulent business environment, corporate ethnographic research may just be the tool today’s companies need to develop the competitive edge necessary for survival. To capitalize on your brand’s inherent power, you must understand your own organization. This article discusses using corporate ethnography to gain insight into a brand and the inherent nature of that brand based upon a greater understanding of the organizational culture itself.

Let’s be prudent in our use of neuroscience for marketing and advertising research

While the ability to examine consumers’ brain waves to test their reactions to products, services or advertising shows promise, the author argues that care should be taken in the use of neuromarketing research techniques.

Is computer-aided interviewing for you?

While many research companies are now using computer-aided interviewing, many buyers are not taking advantage of the service. This article explores computer-aided interviewing, including why buyers neither request nor desire to take advantage of this technology.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

FAQ: neuromarketing research

In the first of a new series of quick-reference guides to current research topics, Quirk’s Editor Joe Rydholm takes a look at neuromarketing research - who’s using it, how and why.

Trade Talk: Advice on how to approach neuromarketing research

In an e-mail interview, Quirk's Editor Joseph Rydholm talks with Duane Varan - chief research officer, the Disney Media and Advertising Lab; and executive director, Audience Research Labs, Murdoch University - to discuss the release in March of the first output from the ARF NeuroStandards Collaboration Project.

Using neuroscience effectively

In an excerpt from The Branded Mind, a new book on neuroscience research by Erik du Plessis, Millward Brown’s Graham Page offer his firm’s assessments of neuroscience techniques and how to get the most out of them.

For Toshiba America Medical Systems, satisfaction research removes uncertainty from customer relationships

Toshiba America Medical Systems uses a finely-tuned customer satisfaction research process, married with external analyst data, to maintain a handle on customers’ perceptions of company performance.

In Case You Missed It... October 2010

News and notes on marketing and research: Girl Scouting; behavior prediction via brain scanning; P&G's Pantene looks at bad hair days

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