Articles from the 'research' series

The Application of Behavioural Economics in Marketing

The Science of Persuasion: Behavioural Economics in Marketing

How can understanding the intricacies of human decision-making and cognitive biases unfold new horizons in crafting marketing strategies that resonate and drive impactful consumer engagement?

The article explains behavioural economics' intersection with marketing, illustrating how understanding cognitive biases like loss aversion and anchoring can significantly enhance marketing strategies. It underscores the practical application of these theories in modern marketing, providing actionable insights for leveraging consumer psychology to drive purchasing decisions.

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Market Research with Generative AI

Using Generative AI for Market Research

What are the market research applications of generative AI? Spanning a multitude of industries and with a myriad of uses, generative AI has the potential to augment, maybe revolutionise how market research is conducted.

Generative AI has the potential to revolutionise the way market research is conducted. It offers a range of benefits, including the ability to produce detailed reports at speed, analyse vast amounts of data quickly and accurately, identify patterns and trends that might not be apparent to human analysts, and generate new ideas and insights. However, there are several challenges to consider when using generative AI for market research.

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Root Cause Analysis in Marketing

Root Cause Analysis - What, Why and How

Fostering a culture of continuous improvement, enabling organisations to identify and resolve performance challenges while enhancing their marketing capabilities and outcomes.

Identifying the root causes of problems is essential for long-term success. Root Cause Analysis (RCA) is a powerful technique that will help uncover the underlying issues in marketing campaigns. By using tools like the "5 Whys" and the Fishbone Diagram, you can dive deep into the problems and find solutions that address the core issues rather than just the symptoms. By incorporating RCA into a marketing strategy, you'll make better-informed decisions and improve your campaigns' overall performance. Ultimately, RCA has proven to be an indispensable tool in any marketing toolkit, allowing you to proactively address problems and optimise for success.

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The Influence of Electronic Word of Mouth

The Influence of Electronic Word of Mouth

This article summarises the research and rationale behind Electronic Word-of-Mouth (EWOM) and its influence on trust.

People do not care as an organisation what you say about yourself. But they do care, deeply, about what other people say. This article summarises the research and rationale behind Electronic Word-of-Mouth (EWOM) and its influence on trust, the primary driver of the effectiveness of eWOM, and the relationships that underpin the strength of this trust. We have three distinct dimensions to consider: The trusted cohort, the platform and the genesis of the information.

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Big Data and Market Research Ethics

Big Data and Market Research: A Primer on Ethics

There are a number of existing ethical considerations that need to be taken into account when conducting market research in the age of big data. These include issues such as informed consent, data privacy, and data security. There are now more ways than ever for companies to collect and use customer information. This has led to increased scrutiny of the way that market research is conducted, as well as how companies use and protect the data they collect.

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