Understanding Emotion in Advertising
Can qualitative researchers understand emotions in advertising? Behavioural Economics and Biometics in advertising research has rekindled debate about the role of emotional engagement in effective communication. It’s good that this discourse is alive and well as we have always known that feelings or System One thinking are inherently important to engagement and involvement. Qualitative researchers have been effectively observing […]
Market Research in the New Normal
Market Research and the New Normal Living life in the Pandemic As the world changes due to the Coronavirus pandemic, one of the key issues we see being reported in market research is one of ‘stress’ and concerns about mental health. We are hearing in the media but we are also hearing it from consumers […]
A Marketer’s Guide to Advertising Research
Life happens in the narratives we tell one another, and that is a critical component of advertising research. Great advertising can persuade people, but it might not inspire them to act; to do that, you need to wrap your vision in a story that fires the imagination and stirs the soul. Storytelling is at the […]