Tag Archives: research

maximum marks for moderating manual

After putting out a call for some reading recommendations in July, I got some great suggestions and am still wading through them.   But the stand out winner has to be Sarah’s recommendation of Moderating to the Max: A Full-tilt Guide to Creative, [...]
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Is research helping us find the right answer – or just one that isn’t wrong?

With the economy making everyone increasingly risk averse, it seems to me that Jon Steel’s adage about clients using research not as a navigational tool but to protect themselves and their career from a fiery end is becoming increasingly apt. With [...]
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we’re all doomed…right?

So, the economy is in free fall and we’re all doomed. Right? The quallies at work have been doing a lot of focus groups with Credit Crunched Mums recently. Apparently yes, Mums are being careful and trying to be more frugal – but a lot of them are doing [...]
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WARC renewal made me squawk

  Did anyone else get a nasty shock when the time came to renew their WARC (World Advertising Research Centre) subscription?  Mine after negotiation had still nearly doubled in price for no apparent reason.  I know of two other Planning chums [...]
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Quant is dead, long live Insight?

Interesting client feedback via a Research buddy today – one of their clients had apologised for not putting quantitative work their way recently.  He explained that his role was now more about analysing his own customer data and buying in qualitaitive [...]
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when great ads (sometimes) get killed by focus groups

Produced for the New England 2007 Hatch Awards by Arnold, this is a sobering example of why the average focus group stuck in a meeting room and forced to watch an animatic don’t necessarily produce the kind of feedback that leads to great creative. [...]
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Team Planndeskqualquanting

  I’ve been thinking a lot recently about Research and Planning and how the two interact as disciplines and benefit from each other.  There’s no doubt that the best Planners have a healthy regard for and understanding of research methodologies [...]
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when market research met social networking

One of my lovely colleagues in the Research team at work introduced me to Facebook Polls the other day. Having the ability to canvass the opinions of 100 Facebook users for just $26 (complete with online results charts) and to turn it around in just 24 [...]
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Party Bags

I’m doing a internal focus group this week that I’ve recruited from the 100+ strong pool of girls at work as I need some quick feedback on a positioning project I’m working on. Since I’ve asked the girls to give up their lunchtime to [...]
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Shop-Ups and Storegasms

While browsing Trinny and Susannah’s website (for purely professional purposes), I came across this diary entry about sneaking out for a shop up. The idea of formalizing that quick dash to the high street for some top-up retail therapy really appeals to [...]
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