Market research has long been accused of killing creativity. Many in the creative world now look back with nostalgia to the days when market research was the point of contention. With so much more data available now and so many exciting applications for it, data and creative are at loggerheads. Data doesn’t kill creativity; people […]
Archives for March 2016
Behavioral Economics (BE) is the application and study of psychological, social, cognitive and emotional factors on our decision making. It is an exciting and wildly growing field of study, with many implications for society, institutions, business and even personal lives. Integrating BE into your concept testing will help you make better decisions on which products […]
Strong evidence suggests that Indonesia will eventually replace Thailand to become the main automotive production hub in ASEAN
“The truth is rarely pure and never simple,” Oscar Wilde famously pointed out. In the audience measurement business a less famous British commentator, Rodney Harris, noted in the 1980s that “Media research is not designed to find out the truth. It is a treaty between interested parties.”
Certainly, if by truth we mean perfection, then audience measurement falls down. There are no perfect audience numbers; all are estimates. Short of interviewing everybody in the population and achieving error-free recall or tracking of behaviour, all measurement systems are imperfect.So we employ statistical techniques to help us. Four stand out: sample weighting, ascription, data fusion and modelling.