ABOUT THE AUTHOR: Caroline Brown
A passion for learning and a natural sense of curiosity led Caroline into the marketing research field. She holds a degree from the Terry College of Business, and will soon complete the Master of Marketing Research program at the University of Georgia. When she’s not managing research projects through the MMR program, she can be found at her local hot yoga studio, camped out at a coffee shop with a good book, or planning her next travel adventure."
Market Research Success with Culture

Market Research Success with Culture

Today we are living in an experience economy. Meaning that, a broad scope view of the marketplace supports the reality that consumers are after experiences more than ever before.  This definition of experience stretches further, into things like experiencing cultural connection. People defining themselves less by things that they have and more by their thoughts, passions, causes they support, and communities they are a part of. As a result, many brands feel an unprecedented pressure to deliver on this shift in order to survive, but more importantly to grow. This new challenge is about creating cultural value, and it requires a combination of market research, cultural marketing, and embracing change. Let’s explore cultural marketing and why it is a critical component to a successful brand in today’s world.

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Webinars and Conferences You Don’t Want to Miss in 2018

Webinars and Conferences You Don’t Want to Miss in 2018

In a constantly evolving industry, market researchers have an obligation to keep up with the pace and stay in the know. The best ways to continue learning, grow in curiosity, innovate and stay current in analytics is to register for industry conferences and webinars. Beyond the learning tools that you will learn, conferences and webinars are an excellent tool for building your network. Here are a few upcoming opportunities that might be worthwhile for you.

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Claims Research: Who, What, When, Where & Why

Claims Research: Who, What, When, Where & Why

There’s no denying the proliferation of advertisements these days. As competitive product and service categories become increasingly hungry for the strongest ad claims and most compelling evidence to sway consumers, advertisers have an obligation to uphold the relevant laws and regulations surrounding claims substantiation.

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Blueprints for the Best Studies: Research Briefs

Blueprints for the Best Studies: Research Briefs

Picture this: you’re in the market for a new home and after a wealth of consideration, you decide to build your own. You’re not a builder and you’ve never done any DIY projects, let alone a home building project, but you’re thrilled to see the final product and make it ‘home’. Would you move forward without a thorough blueprint? Let’s hope not! Creating a detailed blueprint ensures that all parties involved are well-versed on the plans, understand the goals of the undertaking, and agree on the timeline and steps to be completed.

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The Heroes of the Programmatic Takeover: Market Researchers

The Heroes of the Programmatic Takeover: Market Researchers

When you go to sleep at night, how far away is your phone? Under your pillow? A foot away? Maybe across the room? The honest answer for most, is that it’s within arm’s reach.

People now carry their phones constantly, and while their bodies recharge overnight, so do their phones, nearby at all times. Mobile phones are estimated to create a massive opportunity for programmatic advertising spending in the coming years. And this is a big deal for marketers, and market researchers. By using programmatic advertising, the use of software to purchase digital advertising has reduced or even eliminated the need for many traditional processes, reinforcing the idea now more than ever that digital advertising is crucial.

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Market Research and Data Science: Friends or Foes

Market Research and Data Science: Friends or Foes

If you Google market research and data science, you’ll get  a broad range of conflicting results. Market researchers and data scientists would confirm these definitional differences, saying that the work they do is worlds away from the other. Many major companies build entirely separate teams of market researchers and data scientists that work with completely different clients and vendors and have different daily tasks and even overall research goals. However, there is a common thread that makes these two disciplines a compatible pair: they are both driven to help their organizations achieve success by making sense of data. So, while they lack the clear appearance of a harmonious pair at first glance, the intersection between market research and data science can make for the ultimate dream team, and a super solid foundation for deeper and richer insights.

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