Column by subject


Evidence-biased marketing Campaign, March 2017

Qual says one thing, quant says another. What can marketers learn from that?

A little knowledge Marketing, July 2015

The total inaccuracy of the pre-election polls serves as a cautionary tale about the need for a more rigorous academic approach to research

Devoid of meaning Marketing, October 2011

Some industry research studies are nonsense. This is one of them

The inside track Marketing, September 2011

Apple is a proponent of ‘hybrid research’: the belief that a brand’s own employees can be as fruitful in cultivating its future as its consumers

United we understand Marketing, April 2011

Should we blind participants to our true intentions, or can collaborative research work?