The Market Research and Insight Yearbook

Transforming Evidence into Impact

• Éditeur: Kogan Page
• Année: 2016
• ISBN:
  9780749478346
• Édition: 1
• Sujet: Negocios y empresa
• Sous-sujet: Investigación de mercados

The Market Research & Insight Yearbook: Transforming Evidence into Impact brings together for the first time an exclusive selection of case studies featuring the highest calibre examples of market research. Authored by MRS Patrons, Award Winners and Finalists of the MRS Annual Market Research Awards and other recommended MRS parties, the book illustrates the absolute best in contemporary practice.

There has never been a more exciting time to be a market researcher. New technologies and tools are being developed at lightning pace, and a broader-than-ever range of methodologies are within reach. With this growing armoury of tools available, companies large and small are using market research insights to truly change and positively influence their business results.

Each company featured in The Market Research and Insight Yearbook is not only changing the way we think about market research, but telling a powerful story. By showcasing excellence, innovative methodology and then remarkable results, this book offer a unique insight in to leading market research in practice to demonstrate the power of curiosity and insight for change.

Contents

1. Cover
2. Title Page
3. Contents
4. List of figures
5. List of tables
6. Contributors
7. Foreword
8. Introduction
9. Special Report: MRS at 70
10. Special Report: PwC – The business of evidence
11. 01 Tools for a digital world
    1. John Gambles, Quadrangle
    2. Introduction: the first and second waves of digital
    3. The value platform of research
    4. The two most important objectives for decision makers
    5. The uses of research
    6. The second wave of digital
    7. The value of research in a digital world
    8. Research and data together
    9. The future: integrated research and data
12. 02 Widening access to qualitative research participation: giving everyone their say
    1. Maya Middlemiss, Saros
    2. The craft of qualitative research
    3. Recruiting participants for qualitative research
    4. The benefits and challenges of widening participation in qualitative research
    5. Harnessing impact through qualitative research
    6. Conclusion
    7. Case study: Diet food product
13. 03 Using behavioural economics in healthcare research
    1. Jonathan Fletcher and Dan Coffin, Illuminas
    2. The challenge of behavioural economics
    3. Exploratory behavioural economics: The marriage of BE and MR
    4. Analysis and interpretat...