Market Research Essays October 2013

New routes to the purchase decision

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Marketers who understand the precise pathways shoppers take will influence the consumer’s ‘decisive second’, where the purchase is finalised in the store or online. Michael Fodor of Radius Global Market Research explains.

Ninety-five per cent wrong

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Researching the instant meaning of brands yields a different picture of consumer choice, writes Graham Page, executive vice-president at Millward Brown. 

Marketing is conversation

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Mike Stevens, managing director at Vision Critical, explains why market research and brand building need not be mutually exclusive.

Latest from Marketing Week

Marketing Week Meets… Mark Ritson

The Marketing Week columnist, consultant and professor explains why marketers need to talk about “making money first”, in a podcast recorded at the Festival of Marketing in October.