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International Journal of Market Research

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Book review: Inside the nudge unit: how small changes can make a big difference, by David Halpern [PDF]
Omar Mahmoud Vol. 58 No. 1, 2016 pp. 155–157
This book review examines 'Inside the nudge unit: how small changes can make a big difference', which presents an interesting model of human behaviour and demonstrates how it can be applied to different areas of public policy and well-being. The author, Dr. David Halpern, is a behavioural scientist and Chief Executive of the Behavioural Insights Team (BIT), commonly known as the Nudge Unit. This book stands out from other behavioural economics books not because of Halpern's obvious expertise, however, but because of its practicality. Throughout the work Dr. Halpern provides an overview of how the ideas can be applied to a wide range of policy issues and personal concerns which include everything from getting people to pay taxes on time to quitting smoking. This book should, therefore, prove extremely useful for anyone in the business of, or with an interest in, the mechanics of behaviour change.
Published 19 January 2016

Book review: What is a 21st century brand? New thinking from the next generation of advertising leaders, edited by Nick Kendall [PDF]
David Smith Vol. 58 No. 1, 2016 pp. 153–155
This book review examines 'What is a 21st century brand: New thinking from the next generation of advertising leaders'. Edited by Nick Kendall, this book is a collection of award-winning Institute of Practitioners in Advertising (IPA) papers assembled to investigate what brands can do to engage with today's truly empowered and streetwise customers. The main part of the book is split into three sections that seek to answer: 'What is a brand?', 'What is a brand idea?', and 'How should we organise to deliver?'. Overall, the book contains lots of different essays on wide-ranging topics that ask leading-edge thinkers to share beliefs and thoughts on the future of brands. Despite lacking a comprehensive section of overarching conclusions and observations, the book will be enjoyed by advertising practitioners and serves as a useful reference for ideas and inspiration.
Published 19 January 2016

'Tackling data overload: making sense of complex multi-source data', Association of Survey Computing (ASC) conference, Royal Statistical Society, 20 November 2015 [PDF]
Jon Puleston Vol. 58 No. 1, 2016 pp. 141–152
This Association of Survey Computing (ASC) conference was interested in exploring how the concept of "research data" is changing and discovering the ways practitioners are getting to grips with the many challenges and opportunities thrown up by this data revolution. This article showcases a presentation by Jon Puleston – VP of Innovation of Lightspeed GMI at Kantar business – that investigates the science of visual communication and examines the role icons, charts and visuals play in the gathering and delivery of research data. Amongst other things, it discusses how we process visual information, how visuals help us to remember information and how visuals motivate us to consume information. It also provides best practice advice for using icons and charts in research and guidance on how to exploit visuals when delivering research information.
Published 19 January 2016

Experiential motivations of socially responsible consumption [PDF]
Saeed Shobeiri, Lova Rajaobelina, Fabien Duff and Caroline Boivin Vol. 58 No. 1, 2016 pp. 119–140
This paper uses the experiential marketing concept to explain some of the motivations for socially responsible consumption. It is argued that practising responsible behaviour helps consumers to perceive five different types of experiential value: emotional, cognitive, sensory, relational and behavioural. A web-based survey on a panel of more than 1,000 North American respondents confirmed the presence of an average level of each experiential value type in responsible decisions. We also found evidence for gender and age differences in the perception of those experiential benefits. This study provides guidelines to better promote socially responsible consumption through enriching consumers’ experiential motivations. The findings of this study also provide ideas for demographic-based targeting of responsible goods/services.
Published 19 January 2016

Deal of the day: analysing purchase frequency-based subscriber segmentation [PDF]
Edward Boon and Nir Ofek Vol. 58 No. 1, 2016 pp. 95–118
Deal of the day is a form of e-commerce in which an intermediary allows merchants access to a subscriber list, to promote their offerings at a discount. This study performs a cluster analysis on the purchase history of a deal intermediary, to identify customer segments based on their purchase frequency, price sensitivity and the types of deal they buy. Five segments were identified, including a large group of customers who made one purchase and then stopped buying, a small group of extremely deal-prone subscribers, and a segment that limits their purchases to very few types of product (e.g. restaurant meals or spa treatments). The findings further show that targeting deals to specific customers may be desirable in the future to prevent information overload and ensure loyalty.
Published 19 January 2016

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