“Merging thinking with doing – does insights activation need a rethink?”
The ninth bi-annual two-day conference of global qualitative research was hosted by QRCA and AQR and the recurring theme of was ‘insights activation’. InsitesConsulting’s Tom de Ruyck suggested we shouldn’t just generate insights but also find new ways to engage client stakeholders to get involved, whilst ‘Happy Thinking People’s’ Claudia Antoni stated “insights are dead. Long live insights”.
Antoni suggested that research agencies must turn insights into actions rather than passing on to a design agency. She identified a research opportunity in agencies to become physically involved in creating insights, such as creating them in tangible form. Antoni also gave examples of how this could be implemented, such as creating a workshop that involves downloading insights, role playing, tangible ideation and 3D printing.
By following this link to AMSRS you can read the full article; http://www.researchnewslive.com.au/2018/06/05/merging-thinking-with-doing-does-insights-activation-need-a-rethink/
“Jobs saved as market research agency completes take-over”
Four directors from research giant, Kantar Millward Brown, have completed a management buy-out of the firms Belfast operation. The move had been previously hinted at by The Irish News in June after the company revealed it had entered a period of consultation. This consultation could have impacted around 20 permanent employees and at least twice as many more agency workers at Kantar Millward Brown, which employs 30,000 people in 100 countries.
However, four senior directors, Catherine Toner, Alan Lobo, Glenn Hall and Dawn McCartney created a new business called Cognisense Ltd which will continue to meet the research needs of local businesses and organisations. Director, Toner, said “This marks a significant return to local ownership while maintaining all the insight, experience and expertise built up over more than five decades”.
The Irish News has the full article here: http://www.irishnews.com/business/2018/07/06/news/jobs-saved-as-market-research-agency-completes-take-over-1375031/
“Richard Shotton: The ‘safest’ ads are at greatest risk of going unnoticed”
A psychological study from 2000 found that the ‘spotlight effect’ is a frequent occurrence where people wrongly believe that they are the centre of attention. In fact, most of our actions and contributions go unnoticed to others whilst we believe our actions were brilliant and memorable – this phenomenon of human behaviour is a very real aspect to marketing.
Marketers tend to overestimate consumers’ interest to brands and the amount of attention an ad-campaign will obtain. It seems campaigns that the focus on perfecting a message, rather than the ads attention grabbing qualities, are most at risk of going unnoticed. Data from ‘Lumen’ supports this as they found only 9% of digital ads are looked at for more than a minute.
This research highlights the biggest problem marketers face – however it also provides a solution. Marketers must identify formulaic rules of behaviour for their category and then overpass them, this way their brands ad campaigns will receive more recognition and attention.
Vic Polkinghorne, founder of creative agency Sell! Sell! sums up the issue with ordinary marketing - “what might seem like a safe choice in the confides of a boardroom will most likely be a waste of money when it’s in the real world”.
If you want to read the full article, please visit Marketing Week: https://www.marketingweek.com/2018/07/05/richard-shotton-distinctiveness/
“Tech giants’ privacy policies falling short of GDPR”
The European Consumer Organisation’s (BEUC) recent study with researchers from the European University Institute in Florence, used artificial intelligence to help scan and analyse privacy policies of 14 popular online companies – such as Facebook, Google and Amazon.
Although GDPR had been in place for a month already, the privacy policies of these popular online services didn’t meet its requirements in full. The analysis found 11% of the company’s policies contained unclear language whilst 39% of sentences contained “potentially problematic” clauses.
GDRP requires transparency – however this research shows major companies didn’t provide all the information required, Monique Goyens, the director of BEUC SAID “It is key that enforcement authorities take a closer look at this”.
To read Research Live’s complete article, follow this link: https://www.research-live.com/article/news/tech-giants-privacy-policies-falling-short-of-gdpr/id/5040643