Does the collective subconscious of 90 people make a better judge than 1...
Gerry Moira Chairman & Director of Creativity, Euro RSCG says that this is a great ad: He awarded it best ad of the month in The Anna’s saying “Against a long term car park of ads with shiny metal...
View ArticleTHiNK Becomes an Ogilvy Innovation Partner
THiNK is proud to announce we are an Ogilvy Innovation Partner and have installed a turnkey eye tracking solution at Ogilvy’s London office in Canary Wharf. The turnkey solution creates fully formatted...
View ArticleIs Market Research Precisely Wrong?
There is a fundamental problem with most market research. David Ogilvy, the ‘Father of Advertising’, recognised it: “People don’t do what they say, don’t say what they think, and don’t think how they...
View ArticleNeuroscience is Childs Play part 1
2003 we purchased the first Tobii eye tracker ever sold to a commercial organisation. We were delighted and wanted to see how far the technology could be pushed so we tried it with Tom who was just two...
View ArticleDiscovery Has No Merit Unless It Can Be Explained To A Barmaid
Ernest Rutherford won a Nobel Prize in Chemistry in 1908 before becoming the first person to split the atom in 1917, he went on to discover and name the proton. The chemical element Rutherfordium...
View ArticleThe Emperor’s New Sneakers
EyeTrackShop claim to be able to eye track a home based panel of participants using standard low resolution webcams. It’s a big claim that could revolutionise market research. We were interested to...
View ArticleGamification of Market Research
In a The Emperor’s New Sneakers I noted that sampling bias and Subject Expectancy effect causes erroneous results in online panel research. There is another problem with traditional question-based...
View ArticleAward Winning Adverts Irrelevant and Incomprehensible?
It may come as a surprise but this insight comes from Millward Brown in the recent article “Creative Effectiveness” (ADMAP, Nov, 2012). In the article Millward Brown writes that ads which won IPA,...
View ArticleSwimming: Lessons Beyond Drowning
Too many children were drowning in Western Australia; the solution was called ‘Every Pupil a Swimmer’ provided training for all children to swim to a basic level of survivability. The solution worked...
View ArticleQuant Online Pre-Testing: Lessons from Warren Buffett
Quant online pre-testing is very popular; in the week 25th to 31st January 2012 I was invited to take part in at least 29 pieces of research from just 3 research panels: 4 Ipsos Surveys 7 MySurveys...
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