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Connect with young consumers using inclusive niche marketing  
By Ed Jessup

In 2015 celebrities like Laverne Cox, Chaz Bono and Caitlyn Jenner made transgender individuals increasingly visible, and those connected to the LGBT community know there is a long line of strong transgender people who paved the way. But what does this mean for marketing researchers and advertising? In the marketing sphere consumer behavior is everything, and appealing to specific markets for support is what makes a brand thrive.
       Read on...

 

Behind the buzz: What researchers should know about machine learning
By Kevin Gray  
  
Machine learning gets a lot of buzz these days, usually in connection with big data and artificial intelligence (AI). But what exactly is it? Broadly speaking, machine learners are computer algorithms designed for pattern recognition, curve fitting, classification and clustering. The word learning in the term stems from the ability to learn from data.
 MICHIGAN STATE UNIVERSITY | Master of Science in Marketing Research 
Emotion and the non-conscious: predicting customer behavior     
By Emily C. Koenig

Marketers and researchers know the powerful role emotions play in driving consumer behavior but the appropriate methods to measure these emotions is often debated and not well understood. In advance of her session, "The notion of emotion," at The Quirk's Event in Brooklyn, N.Y., next month, Quirk's conducted a Q&A session with Collette Eccleston, senior director, Pragmatic Brain Science Institute at Lieberman Research Worldwide, New York, to discuss MR's recognition and use of social science research in the form of non-conscious and emotional measurement.
   Read on...
Model measures brand-related emotion

Westport, Conn., research firm Praxis Research Partners and New York brand intimacy agency MBLM have developed the Brand Intimacy Model, which is used to measure brands based on emotion. The approach uses structural equation modeling to define a brand's strength largely upon the emotional connections between the brand and its users. It also provides a snapshot of a brand's current intimacy profile (its Brand Intimacy Quotient). 
From our blogs
 
Seamless turns guilt on its head

 

Research War Stories: Got no problems  
 
In one focus group, Linda Fitzpatrick began with introductions. The first four women described their young families - names and ages of kids, their husbands, their jobs.
       Read on...

 

Queue Bits
Marketing research and insights news and information. This issue's keywords: customer service; technology; entertainment; airline etiquette; parenting
 
E-mail delivers faster and more accurate customer service in retail compared to social media and other channels ...

A recent survey by The Harris Poll shows that many American adults are divided on how technology impacts our lives ...

Teenagers (ages 13 to 18) use an average of nine hours of entertainment media per day ...

An airline etiquette study released by Expedia, Bellevue, Wash., asked Americans to rank the most frustrating behaviors exhibited by fellow passengers ...

Parents across seven countries (U.S., U.K., France, Canada, Australia, Brazil and Mexico) who are in charge of getting their children to bed say it takes an average of 17.5 minutes each night ...

These reports were compiled from recent issues of the Daily News Queue, a free e-newsletter digest of marketing research and insights news and information delivered each business morning. Not already in the Queue? Sign up here! 
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