Category Archives: Methods

Transitions: the sweet spot for behaviour change

Danny Kahneman introduced “the best idea I ever heard in psychology” on this week’s Freakonomics podcast. Continue reading

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Ad effectiveness: Les Binet / WARC webinar

The content was so good I’ve been mulling it over for 3 months trying to work out all the implications. Continue reading

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5 takeaways from the MRS Conference

Another year, another MRS conference. Here’s five takeaways from the sessions I attended on the second day. Imagining multiple futures If the past 12 months have taught us anything it is that making predictions is difficult – or even foolish. … Continue reading

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The challenges of media research

Media owners use research to prove that their media channels work and are good value to their customers, the advertisers. Advertisers rely on research to show that advertising has worked both creatively and in terms of media choice. Both need to understand how people use media and receive messages. This sets the challenge for media research Continue reading

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WARC Brainy Bar 3

The Brainy Bar – run by Walnut in conjunction with WARC – brings clients, vendors and agencies involved neuroscience (the “brainy” part) to get together in Creston’s bar (the “bar” part) to share case studies and best practice.

It’s an admirable shared vision of people from different fields working together to create more effective communications. Continue reading

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Reference bias: what does “good” look like?

A recent study by Heckman & Kautz ranked nations according to their self-reported conscientiousness. They then cross referenced the average number of hours a worker in that country actually works each year (see below). National rank in conscientiousness vs. average … Continue reading

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Are we all anthropologists now?

Anthropology – the study of humanity using observational techniques – is a an inspirational, thought-provoking subject for researchers. February’s Radio 4 series “From Savage to Self” was a good primer on its origins and history. Continue reading

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What happens to today’s opinions tomorrow?

Byron Sharp’s How Brands Grow is the only marketing text I refer to on a regular basis. It’s well written and pulls no punches. His conclusions are based on single source datasets tracking attitudes and purchasing over time, giving them … Continue reading

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Crime is falling, and nobody knows why

Our models of reality are only models, not reality itself. We should be more realistic in expectations of what we can – and cannot – control. Continue reading

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Nothing ever becomes real ’til it is experienced

There’s never been so many ways for brands to get closer to their customers. Whether passive (e.g. viewing groups), active (e.g. accompanied interviewing), participative (e.g. co-creation) the outcome is similar: bringing the experience of others to the fore to inspire … Continue reading

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