The online research bandwagon rolls on

Online research is taking over much of the research world. But are we using it as
creatively as we should?

Unlocking the real
potential of web-based market research

Online research risks going the way of offline – unless we raise our game and enhance the research experience.
Brendan Light and Martin Oxley

Reaching beyond online panels for quality data

Is the panel the only workhorse for online research? Here’s a method that can provide an extra angle.
Richard Thornton and Magdalena Ford

Express checkout: how to raise online retailing
efficiency

Why not use online research to improve the functioning of your website? Here’s how the checkout can work much harder.
Fadi Shuman

ADVERTISING STRATEGY

Marry branding and response for better ad
payback

Can branding ads be built to
generate response? Yes: it’s all a
matter of mindset and technique. Here are some pointers.
Lucas Donat, Donat/Wald

CAMPAIGN EVALUATION

Should accountability metrics dismiss intermediate effects

Intermediate ad measures can’t predict performance, can they? Here’s a set of metrics that show how they can.
Ged Parton and Jon Harper, Synovate

CAMPAIGN EVALUATION

Should accountability metrics dismiss intermediate effects

Intermediate ad measures can’t predict performance, can they? Here’s a set of metrics that show how they can.
Ged Parton and Jon Harper, Synovate

MULTI-MEDIA ACCOUNTABILITY

Accountability: in search of the holistic grail

How can we measure holistic campaign effects? Here’s a three-level programme that can provide the answers.
Claire Spencer, i to i research

TV ADVERTISING

The new television

With TV, don’t think broadcast any more. This is creative video, so plan it with that in mind.
Todd Merriman, Group 1066

MUSIC IN ADVERTISING

Minding music and movies

Does your ad have rhythm? Here’s how music can help structure ads and the emotions they elicit.
Charles Young, Ameritest

EMPLOYER BRANDING

Maximising the power of the employer brand

Do you really market your brand to your employees? Here’s why it matters, and how to do it properly.
Deborah Fernon, CIPD

CUSTOMER SATISFACTION

Adding value to CSM: the Kano Model

Here’s a simple, practical way of conducting and analysing customer satisfaction surveys.
Michael Lieberman, Multivariate Solutions

Making the most of outdoor advertising

The last broadcast medium grows and adapts. Here’s how to use it.
Andrew Green, Ipsos MediaCT

Editorial

KICK back!
Roderick White

Frontlines

New techniques and other findings.

On Marketing

I have seen the future ... Southern California March ‘08
Andrew Seth

Media ink

Good vibrations
Joe Mandese

On research

More electronic snooping ... More TouchPoints to come
Manfred Mareck

Crossing the line

Difficult ‘don’t knows’ in analytics era
Gary Arlen

Winning lines

An A–Z of insights
Peter Field