Market Research Essays October 2013

New routes to the purchase decision


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


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


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

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