Uncovering the truth | Comment | Research

Market research is taking a battering in some quarters, with opponents fired up since the General Election polling problems. But are market research techniques really to blame?

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There seems to be a lot of articles and comment on decision making behaviour recently. Here is another that, in part, defends the approaches taken to research likely future behaviour. 

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‘No defence for being dull’ | Comment | Research

In the third of a series of video blogs looking at different methodologies for video content evaluation, Ogilvy & Mather’s vice-chairman, and Impact columnist Rory Sutherland talks to UM London’s Michael Brown.

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A stimulating interview on the role of research in evaluation of advertising effectiveness. Rory Sutherland draws the key distinction between what people say and what they do. He also talks about the obsession with rational argument in marketing. Well worth watching, in my view. 

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Learning at the organizational edge

“Innovation comes from the edge, almost never from the centre”., says Harold Jarche. “It is time to start creating the edge of the organization now. As organizations become more technologically networked, they also face skilled, motivated and intelligent workers who can now see systemic dysfunctions. But those who talk about these problems are often branded as rebels. Pitting rebels against the incumbent power-holders is detrimental to organizational learning. Instead, rebels should be allowed to move to the edge. With some additional help from native pathfinders, organizations can then learn to solve their own problems.”

 

“Change management then has to be seen as a way of working, not a separate process, and not an event. On the edges the answers will not be clear, but they will be less obscured than in the centre. A new partnership is needed, between current management on the inside, workers on the edges, and others living beyond the organizational edges. This can start by creating a trusted space away from the centre, funding it, and letting people start to work and learn anew. It’s like giving birth to a child, and will take time and a lot of nurturing. It’s also a bit of a leap of faith.”

Sourced through Scoop.it from: jarche.com

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Longitudinal logic | Comment | Research

As part of his series on rethinking market research, Colin Strong calls for a greater focus on longitudinal research as part of a bigger discussion on the need to update our consumer model.

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A stimulating article by Colin Strong here. "Our model of the consumer needs updating: we are much more fluid, connected and influenced by context than previously imagined. And it is not just market research that needs to be reconsidered but the wider marketing and big data agendas."

He suggests that as brands are increasingly using personalised marketing, there is a real need to change the way in which research the individual. 

 

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