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 

LOOKING BACK

 

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.

house-of-fraser-your-rules-christmas-2016

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.

LOOKING FORWARD TO 2016

 

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

Sign up to our latest blogs and newsletters


Jane Rudling
01962 842211
Article date - 07/01/2016
View all articles by this author

Let us know your thoughts

Required
Required

twitter in facebook google youtube
Formerly

Welcome to Walnut Unlimited: The human understanding agency.

Marketing Sciences Unlimited has evolved into Walnut Unlimited: The human understanding agency. At the heart of our proposition is a single concept – human understanding –underpinned with no-nonsense science to generate purposeful insights.

We want to help you better connect with your customers and believe these human insights deliver brand growth.

Created by bringing together all four of the Unlimited Group’s insight agencies: ICM Unlimited, ICM Direct, Marketing Sciences Unlimited and Walnut Unlimited we will deliver a new offer which is greater than the sum of its individual parts.

To hear more about Walnut Unlimited click here, but to continue to read this page please close this pop-up.

Click the link below to visit our new site or click on the X to carry on reading the blog


Close
X