Research Buyers Guide

The authoritative guide to research suppliers. Go

Research Jobfinder

The No.1 jobs resource for research and insight professionals. Go

The definitive source of research news and opinion. Go

Fair Data

The Fair Data mark helps consumers recognise who they can trust. Go

International Journal of Market Research (IJMR)

The world authority on research methodologies and techniques for professionals and academics. Go

Geodemographics Knowledge Base (GKB)

For people interested in the application of geodemographics and geo-spatial analysis. Go



Viewpoint papers are free for all to access without subscribing to IJMR. However, the majority of IJMR content is still only available to Full MRS members and above, and Warc subscribers. If you want to discuss upgrading your MRS membership please email or call +44(0)20 7566 1820.

70 articles found.

Viewpoint: The EU General Data Protection Regulation (GDPR): European regulation that has a global impact
Michelle Goddard Vol. 59 No. 6, 2017 pp. 703–706 [Download PDF]
In this viewpoint, the author discusses the global implications of the European Union's General Data Protection Regulation (GDPR), which will be enforced from 25 May 2018. The GDPR has six core privacy principles (fairness and lawfulness; purpose limitation; data minimisation; accuracy; storage limitation; and integrity and confidentiality) designed primarily for data protection. A key change is that consent must be freely given, specific, informed and evidenced by clear affirmative action; this makes the legislation user-centric. As the GDPR covers international organisations which target EU individuals, these organisations will be pressured into compliance. There are divergent interpretations in member states and the flexibility of the regulation is unknown. It is likely to be an evolution rather than revolution in data protection.
Published 16 November 2017

Viewpoint: What next for qualitative research?
Kirsty Fuller Vol. 59 No. 3, 2017 pp. 283–284 [Download PDF]
In this viewpoint, the author looks at the current state of qualitative research and looks to the future of the practice for market researchers. There are flaws with approaches to both qualitative and quantitative data. Qualitative researchers often avoid numbers and focus too much on what can be learned about people on an individual level rather than the shared social and cultural experience. Quantitative researchers can look at qualitative data as adding texture and nuance instead of substance. Commoditisation, digitisation and cost efficiency agendas have challenged agencies of both types but this provides opportunity for qualitative data. It can be integrated with big data to add human and cultural understanding and bridge the gap with quantitative data.
Published 31 May 2017

Viewpoint: ‘Is technological change threatening the very existence of “traditional” survey research and, if so, what should we do about it?’
Mike Cooke Vol. 59 No. 2, 2017 pp. 153–156 [Download PDF]
In this viewpoint, the author explores the impact of technology on "traditional" survey research and whether technological change threatens the research’s existence. He argues that the 'survey method' is not a traditional methodology but rather a paradigm that must change when the situation requires it, as it adapted to the invention of the telephone and internet. The emergence of the digital society and the new cultural ecosystems have created a new challenge for researchers to respond to. The real threat to 'traditional research' is the increasing inability, in the commercial sector, to draw representative samples at a cost-competitive price. Researchers will link datasets that were not collected for a specific research purpose and use them to add insights to more traditional survey data, such as qualitative and ethnographic data.
Published 20 March 2017

Viewpoint: Advertising needs rats, not tails
Richard Shotton Vol. 59 No. 1, 2017 pp. 11–12 [Download PDF]
This viewpoint discusses the need for balanced metrics to combat the rise of short-termism and provide a better analysis of campaign success. The author highlights the perils of the cobra effect, where if there is a difference between a metric and the objective then there are likely to be unintended consequences. He argues that advertisers are falling victim to this by attempting to solve complex problems with simple targets. This leads to a focus on short term metrics despite the greater value potential of long term metrics. The author suggests that campaigns need balanced metrics and that people accept that no range of metrics can fully capture a complex problem.
Published 26 January 2017

Viewpoint: Importance-performance analysis: common misuse of a popular technique
Josip Mikulic, Darko Prebežac and Marina Dabic Vol. 58 No. 6, 2016 pp. 775–778 [Download PDF]
This viewpoint discusses the misuse of Importance-Performance Analysis (IPA). The authors argue that in contemporary IPA research importance is rarely regarded as a multidimensional concept despite the topic being debated since the late 1960s. They say that the practice of making absolute, categorical conclusions in IPA, based solely on the relative positioning of attributes, should be abandoned but that stated and derived measures must not be regarded as alternative measures for the same concept, i.e. importance. Therefore, managerial implications in future IPA research must necessarily be adapted to the type of importance measure used, although ideally both should be utilised.
Published 30 November 2016

Viewpoint: The power of brand love
Ryan Barker, Jeffrey Peacock and Marc Fetscherin Vol. 57 No. 5, 2015 pp. 669–672 [Download PDF]
This Viewpoint aims to provide evidence that brand love can lead to greater profitability and total shareholder return. The article is a response to a Viewpoint by Jenni Romaniuk published in IJMR in 2013 which argued that there is no evidence that building brand love leads to higher market share, sales or profitability.
Published 28 September 2015

Viewpoint: Does every opinion count?
David Smith Vol. 57 No. 4, 2015 pp. 517–520 [Download PDF]
This Viewpoint addresses the rise of the opinion culture, an era that seems to legitimise putting opinions into the public domain with little reflection on the implications of offering them. After years of market researchers campaigning on the theme of 'your opinion counts', could its success end up working against the interests of the industry?
Published 28 July 2015

Viewpoint: How not to assess advertising
Dominic Twose Vol. 57 No. 3, 2015 pp. 343–345 [Download PDF]
This article argues that advertising assessment based on ad recognition is essentially flawed and that ad recognition is not a good surrogate for exposure. The author argues that while this type of analysis has a superficial appeal, it is a variant of what has become known as the Rosser Reeves fallacy, which dates back to the 1960s.
Published 26 May 2015

Viewpoint: Helping the public see the value of social research using social media
Alexandra Fry Vol. 56 No. 4, 2014 pp. 421–424 [Download PDF]
This article looks at how the internet has changed the way we communicate and its effect on market research. Both participants and research professionals are unclear on what information can be collected, who or what governs it and whether researchers' code of conduct should be bound by more than just the law. Due to users' concerns about their data, scepticism and suspicion about social research is tied up with their wider concerns about the online world and researchers must be more transparent about research objectives.
Published 30 July 2014

Viewpoint: Behavioural economics: a model of thinking
Caroline Whitehill Hayter Vol. 56 No. 2, 2014 pp. 145–147 [Download PDF]
This article recommends embedding behavioural economics into all market research, instead of seeing it as a separate methodology and demonstrates ways of looking at the way we use language in order to spot biased thinking. It provides six recommendations to look at behavioural economics holistically, including don't take briefs at face value; look at actual behaviour rather than recall or intentions; and take context into account.
Published 26 March 2014

Viewpoint: We can do better
Reg Baker Vol. 56 No. 1, 2014 pp. 11–13 [Download PDF]
Reg Baker recounts a panel discussion and presentation from ESOMAR Congress 2013 where the vexed issue of online panel sampling was addressed, and point to US research for improving it. The ESOMAR participants agreed that the quality of online panels could be a problem but, conceded that increasing pressure from clients for fast research on low budgets meant that non-probability online panels had become the default sample source. Baker states that the research industry's common solution to the bias of such as approach has often been demographic quota sampling, but he questions whether this is really enough. He points to the activities of a US-based task force commissioned by the American Association for Public Opinion Research (AAPOR) created 'to examine the conditions under which various survey designs that do not use probability samples might still be useful for making inferences to a larger population'. It found that the risk of inaccurate data was greatest with simple convenience samples and that risk could be reduced with more complex models. He argues that the research industry should at least explore these options to improve sampling for online panels.
Published 23 January 2014

Viewpoint: The power (and danger) of the story in social media research
Gareth Price Vol. 55 No. 6, 2013 pp. 755–756 [Download PDF]
In this Viewpoint, the author warns against trying to prove the validity of social media research by imposing mathematical order on the work. He is critical of chasing 'buzz' – essentially just 'volume of posts' – and of the belief that a bigger number means better. Instead, it is important to remember that while the numbers can provide the context, they do not necessarily provide useful insight. An example of how the same brand could generate different types of conversation in the US and UK is used to demonstrate this issue.
Published 21 November 2013

Viewpoint: Social media: opportunities and risks for regional market research
Thomas Aichner and Urban Perkmann Vol. 55 No. 5, 2013 pp. 609–610 [Download PDF]
This Viewpoint looks at the benefits and problems of implementing social media to collect data for market research. While it offers easy and cheap access to young customers, there are also serious concerns over the reliability of data. The authors offer solutions for how to overcome the specific concerns relating to accurate regional data.
Published 20 September 2013

Viewpoint: 'My' generation: shared experiences shape individual values and attitudes
Bobby Duffy Vol. 55 No. 4, 2013 pp. 475–476 [Download PDF]
In this Viewpoint, Bobby Duffy looks at how the national balance of opinion in the UK is shifting as the generations change. He looks specifically at how attitudes to welfare benefits and satisfaction with the National Health Service differ between the generations and recommends researchers take a full generational perspective to make sense of how society and consumers are changing.
Published 16 July 2013

Viewpoint: Social media research: developing a trust metric in the social age
Gaëlle Bertrand Vol. 55 No. 3, 2013 pp. 333–335 [Download PDF]
This Viewpoint argues that there is no better place than social media conversations for brands to research what drives consumers' recommendations and what ultimately builds trust in their franchise. Through research that analysed all public social media mentions of British Gas and Marks & Spencer, the author explains how she could derive a barometer of trust for each brand.
Published 17 May 2013

Viewpoint: What's (brand) love got to do with it?
Jenni Romaniuk Vol. 55 No. 2, 2013 pp. 185–186 [Download PDF]
In this Viewpoint, Jenni Romaniuk critiques measuring of brand love, stating that there is no evidence that building brand love leads to higher market share, sales or profitability.
Published 22 March 2013

Viewpoint: Separating methodologies?
Chris Barnham Vol. 54 No. 6, 2012 pp. 736–738 [Download PDF]
Chris Barnham proposes that quantitative and qualitative research are producing research results that are more divergent that they were a decade ago, with quantitative results being consistently more positive. Barnham believes this is due to the predominantly online and unsupervised nature of quantitative research, reducing the participant's feeling of responsibility. Being in the comfort of their own home is also likely to have a positive effect on respondents' answers.
Published 23 November 2012

Viewpoint: Why MRS should broaden its remit
Martin Callingham Vol. 54 No. 5, 2012 pp. 587–588 [Download PDF]
This Viewpoint suggests that market research should bring analysts under the same umbrella as researchers, as it would require very little redefinition of what market research traditionally entails. And so, Martin Callingham suggests that MRS repositions itself so that business analysts see it as their natural home, particularly as people are recruited to both fields from a common pool.
Published 20 September 2012

Viewpoint: NLP in qualitative research
Judy Bartkowiak Vol. 54 No. 4, 2012 pp. 451–453 [Download PDF]
This Viewpoint argues the case for using a neuro-linguistic programming (NLP) technique to quickly identify whether individual participants in a focus group are visually, auditory or kinetically orientated, and how to use this knowledge in increasing rapport and engagement within the subsequent discussion.
Published 18 July 2012

Viewpoint: Lies, damn lies and statlish?
Debrah Harding Vol. 54 No. 3, 2012 pp. 303–304 [Download PDF]
In this Viewpoint, Debrah Harding of MRS questions whether the proliferation of statistics is good for research. Politicians and the media frequently confuse the public by abusing statistics. Researchers need to communicate their own statistics in simple English in order to prevent misinterpretation.
Published 22 May 2012

Results 1 to 20 of 70

MRS Events

January 2018
Speaker 18

The Brexit Diaries: Engaging with the public in Brexit Britain18.01.18 | MRS, London EC1V 0JR

More details Book now

MRS Operations Network23.01.18 | MRS, London EC1V 0JR

More details Book now

Kids & Youth Insights25.01.18 | Etc.venues, London SE1 7PB

More details Book now

MRS News

Call for 2018 election of MRS Main Board Members

28.11.17 Read more

Conducting research with people with dementia

16.10.17 Read more

MRS President's Medal 2017

16.10.17 Read more


The IJMR is published for MRS by Warc, the global provider of ideas and evidence for marketing people.