by Bob Walker | Mar 18, 2020 | Communications, Customer experience, Emotion
Every day I receive a deluge of email from companies with whom I have a glancing relationship, yet seem compelled to assure me about their healthy operational status during our shared Coronavirus pandemic.They breathlessly promote their products and services and go...
by Bob Walker | Mar 1, 2020 | Business strategy, Marketing research
There have been some recent news articles about the role of marketing insights and research, most notably Jeff Bezos of Amazon, who in his 2018 letter to shareholders said: “No customer was asking for Echo. This was definitely us wandering. Market research...
by Bob Walker | Feb 25, 2020 | Marketing research, Marketing terms, Media Planning
The New-York based Advertising Research Foundation ARF has released a glossary of commonly used marketing research and creative testing terms, aiming to ‘bridge the gap’ between creatives and researchers, and to help professionals keep up with the...
by Bob Walker | Jan 27, 2020 | Data quality, Marketing research
Typically, when we conduct research of any type, at least two “trap questions” are included. Take the following example from a 2019 study on a consumer product in which we asked: “Which word best describes two people”? Did you know that...
by Bob Walker | Jan 25, 2020 | Media Planning, Multi-touch Attribution, ROAS
Marketers in the programmatic digital ad space are no doubt familiar with the term “multi-touch attribution”, or MTA. When we speak of attribution in this context, we are speaking of a specific digital “touch” in the customer journey to which we can attribute more or...
