Tom De Ruyck, Head of Consumer Consulting Boards at Insites Consulting and co-author of The Consumer Consulting Board has extensive experience in running communities for some of the worlds major brands. He he shares the details of research carried out in identifying how best to engage consumers in local environments
Investment in mobile continues to grow, and it’s impact in in-store shopper marketing is being evangelised. But most of he research surrounding it is, at best, misleading, and often a distortion of reality. Here Sam Curtis, Global Director for Retail and Shopper with TNS looks at the truth around mobile at point of sale.
Survey design is a key driver of data quality in market research and the online environment places a greater burden on the survey designer. Here David Bakken of the KJT Group discusses how researchers can improve quality with a cognitive approach to survey design.
Every year, IKEA conducts a global qualitative study to understand how people feel and think about, and how they approach the new edition of the Catalogue. Here Tom De Ruyck of Insites Consulting talks about how they used MROCs to understand people’s emotional and rational reactions to the new edition.
Deliberately distracting survey participants isn’t generally good research practice. And people investigating shopper behaviour don’t often start by spraying a store with perfume But these are a couple of the techniques Tom Ewing and the team at BrainJuicer have been using to test System 1 modes of decision making.