A preview of what can be learned at Congress about how reality TV can inform research methods.
By Anneke Quinn-de Jong
For those of you who attended my presentation ‘The Mutation of Research’ at ESOMAR Congress 2017, here is the unfolded draft piece of paper that was meant to morph into my final ‘killer slide’…
By Julie Aebersold
If you believe the general public considers market research to be the centre of business decisions, mainstream media and politics, then you’ve got another thing coming.
by Kathy Frankovic, former director of surveys at CBS News and a member of ESOMAR’s Professional Standards Committee
Election polling is the most visible part of market, opinion and social research. It carries the heavy burden for getting things right, but its previous successes have also brought high and perhaps unearned expectations for its accuracy. This year, and the U.S. presidential election in particular, provides a good example of what happens when people forget the limitations of polls, that sampling and non-response may matter, and that ascribing too much precision to polling estimates in times of change can make pundits and journalists look as silly as the pollsters they berate.
By Stephanie Alaimo
Relating to our consumers – who we can sometimes forget to regard as People – emerged as an important theme in Monday’s presentations. Taken together, the following presentations argue that generating greater empathy, which requires more authentic interactions with our research subjects, should be one of our most important goals as market researchers.