News in category ‘Measurement’

Closer to Consumers

Posted by admin at 5:38 pm

As consumer’s lives have increasingly moved online so too has the world of market research as it seeks to use access consumers for ever faster and more cost effective data capture. Researching consumers via online panels clearly has its benefits however marketers also recognize the importance of gathering insights through real world techniques such as qualitative groups. That said, focus groups ar notoriously expensive and, frankly, recruitment standards at times somewhat dubious.

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Posted in Consumer behaviour, Experiential strategy, Measurement | Leave a comment

Science versus art: Has the return on investment model had its day?

Posted by Ben at 3:45 pm

Are modern marketers relying too heavily on hard metrics and missing the value of soft measurement factors like the experience to consumers? Marketing is as much about intuition as it is about market research. In order to have a successful campaign marketers need to have a combination of both. The condition of the economy means that marketers need to go that extra mile in order to retain customer loyalty.

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Posted in Measurement | Tagged brands, consumers, economy, market research, measurement, metrics, results, statistics | 2 Comments