This article will give all researchers insights on how to use WhatsApp in their methodology toolbox. It will also illuminate how WhatsApp can allow for capturing more natural responses and stories, an approach aligned with the research industry’s increasing recognition that research methods that cultivate real-world storytelling are vital to surfacing deep insights. […]
By Roben Allong, Lightbeam Communications (M/WBE), New York, New York, robena@lightbeamnyc.com Welcome to Another Fantastic Issue of VIEWS! I am honored to be the […]
I hope that this issue inspires you the same way it did all of us on the VIEWS team. You’ll be whisked away to the desert of Burning Man and the beautiful landscape of Southeast Asia. You’ll learn all about dark marketing and how to use WhatsApp in your qualitative research. Interested in storytelling? We’ve got something for you to sink your creative teeth into in this month’s Luminaries column which profiles Nancy Cox, a storytelling consultant. […]
Reviewed by Susan Fader, FaderFocus, New York Metro Area, susanfader@faderfocus.com […]
Every year, Marketing Brainology conducts a Super Bowl study that measures an average of 40 participants’ reactions to commercials using a three-step process—leveraging EEG, eye-tracking, and in-depth interviews. These processes are done consecutively on the same day, to capture participants’ raw reactions to the ads, as these reactions have the potential to fade or be forgotten as time passes. […]
Dark marketing, or dark advertising, is a type of online advertising visible only to the advertiser’s publisher and the intended target audience. In the early 2010s, dark marketing emerged as a new way to target potential customers through targeted ads, primarily within social media platforms. A decade later, it has evolved into a powerful tool offering marketers unprecedented marketing opportunities by giving them more of a laser-focused approach versus a shotgun approach. […]
Book Reviewer Caryn Goldsmith says that Adam Grant’s book, Think Again: The Power of Knowing What You Don’t Know, gives readers refreshing look at how to avoid confirmation bias and desirability bias, and develop a trusted challenge network . […]
Book Reviewer Melanie B. Brewer says that Julia Galef’s book, The Scout Mindset: Why Some People See Things Clearly and Others Don’t, makes a strong case that we are hardwired to defend our opinions and stick to our beliefs—and shows how to develop the best possible map of reality. […]
Book Reviewer Susan Stanicek says that Shelley Paxton’s memoir, Soulbbatical: A Corporate Rebel’s Guide to Finding Your Best Life, gives readers a front-row seat to the struggles and pain she went through in hopes to inspire others. […]
Like many marketing researchers and facilitators, Mary Ellyn Vicksta uses photos and visuals during focus groups and facilitate meetings to prompt responses. The use of sequencing can be extremely helpful to get to a deeper meaning—whether that is with consumers or with clients as they develop products or services. This article explains sequencing and how to use it. […]
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