From e-newsletter articles discussing digital ethnography to magazine articles showing how MR can be used to boost the value of public diplomacy, we’ve received so many quality submissions that we were proud to publish in 2016. Before we hit the ground running with new articles in 2017, we have selected a variety of articles we enjoyed from the last year:
Quirk’s Marketing Research Review
(listed in no particular order)
How research helps Fairmont Hotels & Resorts understand guests’ emotional needs and motivations
The ability to identify a market trend, particularly during the formative stages, is a unique art. Indeed, trend forecasting requires a degree of instinct, creativity and anticipation remindful of an artist. Identifying the consumer motivations and emotions that drive those trends, however, is a science. Read more.
How Merck evolved marketing research processes to help patients better manage their health
In seeking to connect more strongly with consumers, as a profession we in marketing research often turn to the next new method, from mobile to text analytics to neuroscience. However, our experience has shown us that there is also opportunity in refining existing approaches to achieve deeper, more meaningful and relevant customer insights. Read more.
Government subunit uses MR to boost the value of public diplomacy
It is 9 p.m. in a small Asian country. Inside the U.S. embassy, the public affairs officer (PAO) is still at his desk. He is deciding where in the country he should bring a pair of American hip-hop artists when they visit for a two-day, embassy-sponsored goodwill tour. Read more.
How to maximize survey response rates
With an ever-expanding list of options at consumers’ fingertips and the figurative pedestal given to them via social media, organizations have come to recognize the growing importance of keeping their customers happy. Billions of dollars are spent on efforts to improve the customer experience and the companies that are most successful typically rely on feedback from customers to drive these efforts. Read more.
Quirk’s e-newsletter
(listed in no particular order)
DIY digital ethnography: Part 1: Choosing off-the-shelf technology
During this year’s annual www.Gatesletter.com Bill and Melinda Gates were asked “What superpower do you wish you had?”
Bill chose “more energy.” Melinda chose “more time.” If I were asked that question, as a researcher I think I’d choose a photographic memory. Read more.
6 trends in Asia-Pacific market research
How has market research fared in Asia-Pacific in the last year? Like other industries, it’s been affected by the economic slowdown in China, which blew an unprecedented chill across the entire region and caused alarm in world markets. Meanwhile the growing availability of better, faster and more accessible survey technology has also redrawn the client-vendor relationship in ways no one ever thought possible. Read more.
Emotional vs. rational thinking: Are assumptions affecting your research?
Perhaps nowhere in the marketing domain is our thinking more flawed and fuzzy than the ongoing debate between the rational and the emotional. Variations of the phrase “rational vs. emotional” are found in textbooks, articles and everyday conversations in marketing and marketing research spheres. Read more.
A coffee break with two non-traditional MR hires
Fresh perspectives bring in new ways of thinking about old problems. This is why successful companies hire people with diverse backgrounds for research roles. Every company is looking to stay relevant in today’s ever-evolving world. Read more.