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Research World is the global magazine for marketing intelligence and decision-making. It explores the expanding borders of market, social and opinion research, helping readers stay abreast of the latest developments in tools, technology and business applications.
Readers also learn about trends and innovations around the world with case histories illustrating the role and value of market research. Let Research World guide and inform you about how to adapt to the fast-changing ways of bringing consumer insights into the boardroom.
Research World magazine is read in over 100 countries 6 times a year by around 20,000 of the world’s leading marketing, advertising and market research professionals. Available to members, with further out-reach through subscriptions, distribution at global events and through a network of ESOMAR representatives, the online magazine is also distributed through the Wiley Online Library to academic and corporate libraries.
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Keeping up with new ways of consuming media
The continuing fragmentation of the TV market, with so many different ways to view media content, plus the consumer's growing tendency to hop from device to device, has left many tried-and-tested audience measurement methods wanting. We talk to experts from a media network, a media measurement company and the US standards body on the latest ways to measure audiences across devices. What's next on the horizon?
The small screen takes centre stage
While much of the talk about China is about slowing growth, Bessie Lee, CEO of WPP China, highlights the increasing power of mobile in a market that's still expanding. What top-line ad spend figures fail to measure she notes is that "In China, the social media network is WeChat, which has 600 million active users on a monthly basis." WeChat is a mobile-only platform, and this is important in a market where mobile is fast becoming the primary screen for many consumers.
Socio economic status in the digital age: Does this approach still work for Asia Pacific?
With a growing number of segmentation models being generated via digital paths to purchase, social media, analytics and other niche targeting approaches, many believe that socio economic status (SES) is an outdated approach. However, researchers in some APAC countries still believe that SES can be a useful proxy for income which can be difficult to assess, but is it possible to measure SES in an interview of 15 minutes or less?
Go to RW Connect, the online platform for all those involved in consumer insights to share the new and sometimes radical trends in market research offering a platform for open debate and discussion on these topics.
With articles and commentary from those at the forefront RW Connect is an interactive and open source of information, opinion and multimedia.