As researchers, we pride ourselves on getting to know our client’s worlds and immersing ourselves in their business … having a nosey personality certainly helps! It is when moderating that us researchers are truly in our element. However, participants often regard moderators as ‘the expert’, no matter how much we tell them we are not, [...]
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The chasm between humans and machines is rapidly growing closer at a speed that most in the insight industry don’t appreciate. Indeed, with more and more of our lives lived online, and data capture, analysis and reporting becoming more automated and ‘intelligent’, machines will get increasingly better at analysing our digital selves, what this means [...]
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With the toy industry flagging in 2018, the category saw a further slump at the end of last year, with sales dropping by 6% for the second year in a row.  Even the December release of Star Wars: Rise of Skywalker and Frozen 2 failed to turn a disappointing year around. According to industry experts, [...]
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With January 2020 now firmly upon us, an estimated 350,000 have signed up to Veganuary – a month-long pledge to eating a plant-based diet. In 2019, more than 250 000 people took part, with 47% opting to stay vegan even after the end of the month. With the number of participants doubling year on year [...]
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In the build-up to the general election on 12th December, you may have heard pollsters and reporters talking about a new-fangled statistical technique called MRP. You might even have heard that this stands for Multi-level Regression and Poststratification, and thought, that sounds complicated. Well, you’re right: it is. Nevertheless, I’ll do my best to explain [...]
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Now it’s December it’s acceptable to talk about Christmas…right? I’m one of those people who can listen to Christmas music at any point in the year, so when it comes to the Christmas ads, I’m like a kid at, well, Christmas. Having worked in research for several years my Christmas ad goggles have changed. It [...]
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Patricia, the ESOMAR UK rep, approached me with the idea, one drizzly summer day, of an event celebrating the successful careers of formidable women in our industry. Almost apologetically, she explained it grew from a selfish desire to understand how to create such a successful career, with all the pitfalls that come from being a [...]
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Following on from my last blog that asked the (rhetorical) question “Following sport: what’s the point?” I was keen to understand more about how watching sport on TV could generate a physiological response. To understand extremes, I needed a sporting event where I had a vested emotional interest and time to measure some basic indicators [...]
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I’ve just got off a long-haul flight with Qatar Airlines.  Like many airlines, they have a corporate charity.  Theirs is focused on educating children in third world countries. A noble cause.  Ignobly ignored by most on my flight. They have an inflight video showing what the charity does and asking people to donate.  They even followed [...]
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When was the last time you threw away food? Today? Yesterday? We are all complicit in this crisis. One third of all food produced is wasted (Nestle).  About a third of all the food in the UK is wasted, according to scientists (BBC 2019).  Sustainability has been a hot topic for years, but the figures [...]
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