Review of 2015 and Preview of 2016

At the end of 2015 I was invited to join a panel for Research Live to discuss some of the highlights of 2015 and take a forward view into 2016.

Here are my thoughts. These comments also feature on Research Live 



What has been the most significant development of 2015? (technology or methodology)


A continued shift to measuring rather than asking people questions; through the use of techniques like eye-tracking, implicit tests, neuroscience, social listening and passive metering

What was 2015’s buzzword?


System 1 Measurement

What was, in your opinion, the best campaign of 2015? (either ad/ brand/ political – pick just one)


This year’s House Of Fraser Christmas advert.  This was a fabulous campaign designed by one of our sister agencies within the Unlimited Group, 18 Feet And Rising.  It rebelled against Christmas nostalgia and has offered a refreshing perspective through a high energy, hip-hop style-ad.  We’re really proud of our colleagues at 18 Feet & Rising.


What has/have been the year’s biggest success story/ies? (e.g. companies, campaigns, approaches)


The continued rise of neuroscience.  More and more companies are realising the potential of looking at how consumers engage emotionally with a brand.

Neuro 3

What has been the year’s biggest disappointment/ anti-climax?


Big data – it still isn’t being used to its fullest advantage.



What is your New Year’s resolution in 140 characters?


To deliver clear direction through clever thinking – everyday.

Clear Direction Through Clever Thinking

What do you anticipate being the biggest trend for 2016?


Mobile Wallet. It’s a trend we’ve been monitoring since 2011. Apple Pay is making the service much more mainstream and we anticipate a continued trend towards more of us using a ‘mobile wallet’

Blog, Header,mobile wallet

What companies/ brands do you think will do well in 2016?


Any based on the sharing economy – like Air BnB or Uber – since they’re rooted in true insight

Any thoughts on what 2016’s buzzword might be?


Passive measurement

Blog, Header, Thumb,reflected Life

What will success look like in 2016?


The integration of passive measurement alongside existing research methods.

As the Market Research Society enters its 70th year – what issue(s) should it be championing? 


Encouraging diversification of techniques within the sector

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Jane Rudling
01962 842211
Article date - 07/01/2016
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