Burning Questions
Nov
Truth to Marketers: AI is a tool, not THE solution
Aleksey 0 comments artificial intelligence, Burning Questions
Capable professionals know AI is a tool to aid solving problems. Alone it is not a solution.
Our previous post urged fellow marketers to “get over” the artificial intelligence (AI) hype. To stop thinking it’s all about “disruptive,” high-tech tools on the bleeding edges of the frontier. The VR goggles. The eye-tracking studies. The neuroscience applications.
Yes, there are plenty of far edges out there, and we’re often leading them for our clients from the edge into the everyday. But look, today, AI is disruptive only if you didn’t see it coming years ago. It’s now hanging out in the research tool shed with longtime favorites like (examples?)
Nov
About AI: Let’s Disrupt Your Idea of Disruption
Aleksey 0 comments artificial intelligence, Burning Questions
How Artificial Intelligence is frequently viewed from the C-Suite.
The marketing industry has been bombarding itself for years with ways to “manage” or “harness” the “disruption” brought upon us by artificial intelligence, machine learning,[insert advanced marketing buzzword here] and the like.
What do we mean by “disruption?”
We mean “OMG, scary, out-there science that’s escaped from the lab and now everyone has to wear VR goggles and get their galvanic skin responses and eyeballs tracked! WTF! How the hell do we do all that?”
Oct
Continuing with our “Please Comment” campaign, this month’s topic is: “A Passionate Plea to Read the Data Fairly.”
Oct
There are Problems with Self-reported Data that Our Industry Needs to Address
jerry9789 2 comments Burning Questions
We need more than blue-ribbon commissions to “explore” the problem
How many times do we have to be shown there’s something wrong with self-reported data before we actually do something about it?
Below are just three instances of failure in self-reported polling data (wherein the respondent either tells the interviewer how he/she is going to vote or marks in an online or mobile survey how he/she is going to vote).
Oct
Many of the responses to our last blog (“How Has the Mood of the Country Changed in the Past Two Years?”), included comments like “a cheery mood is not what I’m hearing,” and “please run your national survey again.”
Oct
How Has the Mood of the Country Changed in the Past Two Years?
jerry9789 7 comments Burning Questions
There’s been a spate of articles recently indicating that the country’s in a sour mood. Major left and right factions seem to be in unyielding disagreement with each other, leading to a sense of deadlock, hopelessness, and dread.
Hmm…that’s not what our research reveals. Just as our mid-2016 research was at variance with what the major polls were telling us, our research once again differs from the norm. Let us explain.
Sep
Whether it’s brainwaves, skin temperature and conductance, heart rate, perspiration, pupil dilation, facial muscular contraction, or something else, the various methods of measuring biometric response for market research seem to be here to stay.
Sep
These days many people are trying to rescue their various forms of marketing data from the separate, often uncommunicative systems where they reside (“silos”) and integrating these data streams into a coherent framework for decision making. Is your company doing that — un-siloing your marketing data?
Sep
Some people conducting customer satisfaction surveys say they can’t get accurate information because of the dominance of “ringers” – people who are either very angry or very pleased with their experience with the brand, product, or service. This leaves out the great middle – people who’ve had an experience with the brand but don’t have extremes of feeling one way or the other. This can significantly harm the accuracy of the customer satisfaction study.
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