marketing research

• Article

Intelligent Digital Attribution

Kirk Hendrickson considers the trends that will impact market researchers and clients in 2016 in this Media Post article. Ad spending will continue to move to mobile, brands will increase efforts to measure the “experiencing-self” of consumers, consumers expect to “buy anything, anywhere” in the new shopping landscape, big data keeps getting bigger, the increase in video spending parallels the increase in video consumption, and in-store experience is more critical than ever.

Research will be more flexible, customizable, and focused on the “experiencing–self.”  In addition, researchers will continue to incorporate innovative technology into their research offerings, and to create a cohesive story for their clients.

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• Audience & Media Measurement
• Article

Using AI to Revolutionize Generational Consumer Research

• MSI

This study explores the potential of generative AI, specifically large language models (LLMs) and multimodal models (LMMs), to revolutionize generational study within consumer research. It examines how these advanced AI tools can enhance various stages of the research process, from idea generation to reporting.

• Article

Future-Proofing Brands – An Introduction to Foresight

Kirk Hendrickson considers the trends that will impact market researchers and clients in 2016 in this Media Post article. Ad spending will continue to move to mobile, brands will increase efforts to measure the “experiencing-self” of consumers, consumers expect to “buy anything, anywhere” in the new shopping landscape, big data keeps getting bigger, the increase in video spending parallels the increase in video consumption, and in-store experience is more critical than ever.

Research will be more flexible, customizable, and focused on the “experiencing–self.”  In addition, researchers will continue to incorporate innovative technology into their research offerings, and to create a cohesive story for their clients.

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• Past Event Highlights
• Article

Future-Proofing Brands – An Introduction to Foresight

• YOUNG PROS

The ARF Young Pros led an exploration of a new and increasingly prominent discipline of research: Foresight, used by leading global brands to future-proof success and relevance. Panelists from McDonald’s shared insights, best practices and examples of how to embed principles of Foresight into day-to-day work to ensure long-term sustainability and relevance for brands.

• Article

Media Research Legends Podcasts - Summer Listening Suggestions

Kirk Hendrickson considers the trends that will impact market researchers and clients in 2016 in this Media Post article. Ad spending will continue to move to mobile, brands will increase efforts to measure the “experiencing-self” of consumers, consumers expect to “buy anything, anywhere” in the new shopping landscape, big data keeps getting bigger, the increase in video spending parallels the increase in video consumption, and in-store experience is more critical than ever.

Research will be more flexible, customizable, and focused on the “experiencing–self.”  In addition, researchers will continue to incorporate innovative technology into their research offerings, and to create a cohesive story for their clients.

See all 5 Cups articles.

• Research & Data Quality
• Article

Use AI to Automate These Aspects of Market Research

• MSI

Adopting AI usage into business functions seems to be the new trend, but can it be used to increase efficiency in market research? This study finds that it can help reduce costs and improve speed by automating some aspects of the process. One such way is to use Large Language Models (LLMs) as stand-ins for human survey respondents. The pool of respondents is shrinking. Moreover, the research finds that LLMs can realistically reflect consumer preferences because they have been trained on extensive online data. This process is also a fraction of the cost and time required with conventional methods.