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methods

CMO Briefs: Understanding Biases in Panel and Census Research Using AI/ML

Numerous bias types can impact panel and census research. Artificial intelligence (AI) and machine learning (ML) algorithms can perpetuate them. This is true of surveys, panels and the big data sets that are often used to calibrate each other. The following report touches on some of the biases that can occur, where they may affect panel and census research that use AI/ML and mitigation efforts to account for them. Read the article.

KaH: Understanding Biases in Panel and Census Research Using AI/ML

Numerous biases can impact panel and census research. While some believe that artificial intelligence (AI) and machine learning (ML) offer easy ways to circumvent them, the truth is, algorithms can perpetuate such biases. This is true of surveys, panels and the big data sets that are often used to calibrate each other. The following report covers the numerous biases that can occur, where they may infiltrate panel and census research that use AI/ML and mitigation efforts to account for them. Read the article.

CMO Brief: Attention and Ad Impact — New Insights from New Research

One of the essential goals of advertising is to get customers’ attention. However, a lot of campaigns approach this simplistically. More “attention” does not necessarily mean an ad is more effective. Attention is a much more complex phenomenon than that. While attention is a prerequisite for ad impact, the term is ambiguous, complex and attention is difficult to measure. Moreover, “attention” does not necessarily indicate a positive response, and a high level of attention is not always a sign of a positive ad impact. Read more.

KaH: Attention and Ad Impact: New Insights from New Research

One of the essential goals of advertising is to get customers’ attention. However, a lot of campaigns approach this simplistically. More “attention” does not necessarily mean an ad is more effective. Attention is a much more complex phenomenon than that. While attention is a prerequisite for ad impact, the term is ambiguous, complex and attention is difficult to measure. Moreover, “attention” does not necessarily indicate a positive response, and a high level of attention is not always a sign of a positive ad impact. Read more.

MSI: Web Scraping for Consumer Insight “Nuggets”

One technique that offers a treasure trove of insights into consumer behavior is “web scraping.” Although worthwhile, using it to gather data requires a specific, methodological approach. Otherwise, validity is threatened. This MSI working paper addresses how researchers should go about web scraping in order to ensure design transparency, analytic reproducibility, analytic robustness, replicability and generalizability of effects.

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