How can I give back to my research participants? This is a question that has been in my mind, since I came across the transcript of a talk describing data collection as a gift exchange relationship. I have since lost the link to that talk*, but the main idea was that we should see data … Continue reading Giving back to research participants
Digital, social media and mobile technologies have transformed what we buy, how we buy, and even why we buy. Hence, it is no surprise that both marketing practitioners and academics have turned their attention to these technologies, researching and writing about their impact on both buyers and markets. Do the research efforts of practitioners and … Continue reading Are marketing managers and academics on the same page, regarding digital?
A recent consulting assignment prompted me to revisit the findings from a research project that I conducted three years ago, with Moira Clark and Paul Fennemore. We looked at how business-to-consumer organisations were using social media to complement their segmentation efforts. Here is an overview of our findings. The first part of our study … Continue reading Benefits and challenges of using social media to profile consumers
If you are managing a brand’s social media presence, you probably came across recommendations such as ‘interact regularly with your customers on social media’, or ‘humanise your brand’. But does it work? According to a series of studies, conducted by Simon Hudson, Li Huang, Martin S. Roth and Thomas J. Madden, with social … Continue reading On social media, be human and be active
This month I did not manage to finish (and submit) a journal article; I learned that I was not shortlisted for a fellowship that I had applied for, and my inbox has practically exploded. But, it wasn’t all bad news. These are some of the highlights from October. Researching I may have failed to be … Continue reading October round-up
I like months that start on Monday. I don’t know why. I suppose it’s one of those quirky things that don’t require an explanation. With September starting on a Monday, and no-doubt fuelled by the amazing weather, I was filled with optimism and wrote this in my journal: “September is going to be good”. So, … Continue reading September round-up
If you have flown in and out of the UK in the last couple of years, you might have noticed that you need to provide your passport details well ahead of travel. Yet, you don’t have to do this when you travel between other destinations, say between Lisbon and Paris. The reason you need to … Continue reading Balancing compliance and marketing relationships in the air travel industry