Results for Mike Broom

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Advertising can be poisonous but it should never damage a brand
Advertising can be poisonous but it should never damage a brandArticle

Clicks' blunder was easily avoidable. Was it worth the gamble, if intentional, or will it damage the brand within the hair care sector, or in the larger brand equity. What was the damage?

mike broom 10 Sep 2020

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Death of the dinosaurs... in the research worldArticle

Mike Broom, CEO at infoQuest (formerly PSA) writes that an unforeseen consequence of the pandemic for the marketing industry has been the welcome slaying of some of the surviving dinosaurs in the research world...

mike broom 4 Aug 2020

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Marketing in the Covid-19 ageArticle

Those of us in marketing have to be concerned with questions concerning the impact of Covid-19 on our work, our clients and the impact on the industry. Here are some thought starters that focus closer to the marketing world...

mike broom 19 Mar 2020

10 questions to ask the marketing director
10 questions to ask the marketing directorArticle

Mike Broom lists some of the key requirements of having necessary, up-to-date knowledge to be able to control the company's marketing destiny with success...

mike broom 3 Dec 2019

Paying tribute to Erik du Plessis
Paying tribute to Erik du PlessisArticle

Erik du Plessis, a local research legend and the former chairman of Millward Brown South Africa, has passed away...

Issued by Kantar 29 Jan 2019

Marketing research - Fact or fiction?
Marketing research - Fact or fiction?Article

It's an important question since many marketing decisions are made on the results of marketing research. Decisions should be made on findings that are valid and reliable, but this knowledge formulation and dissemination is not working well in marketing...

mike broom 7 Jan 2019

What's the use of marketing research? A cynic's answer: Ask Absa!
What's the use of marketing research? A cynic's answer: Ask Absa!Article

Last week there was great fanfare about Absa's repositioning and rebranding. This seemed like a good time to illustrate the power of predictive measurement...

mike broom 13 Jul 2018

Cognitive confusion - measuring non-conscious effects in buying behaviour - prediction and big data
Cognitive confusion - measuring non-conscious effects in buying behaviour - prediction and big dataArticle

Until the mid-70s, attention was paid primarily to building models that would explain consumer behaviour. It's a matter of record that the most successful of these was the Conversion Model...

mike broom 6 Apr 2018

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Influence marketing - tapping into the herd instinctArticle

Mike Broom gives a detailed analysis of the herd theory related to influencer marketing...

mike broom 5 Apr 2018

Cienpies Design © –
Advertising effectiveness has been captured by ‘liking'Article

Whatever has happened to the idea of advertising effectiveness?

mike broom 5 Oct 2017

Luca Bertolli ©
#Pamro2017: Why most quantitative research is inefficient and wastefulArticle

Mike Broom elaborates on why he says most quantitative research and advertising spend is wasteful and inefficient at #Pamro2017...

Juanita Pienaar 5 Sep 2017

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Fake news, fake research!Article

About two weeks ago saw the 10th anniversary of the iPhone, marking the mass acceptance of the smartphone. In truth, the technology had already been developed five years earlier. That technology, together with the global roll out of the internet a scant five years previously, have transformed society forever...

mike broom 19 Jul 2017

How it all fits together - what comes out of Ad-Audit
How it all fits together - what comes out of Ad-AuditArticle

We move on to practical matters and implications, having already unpacked the fact that advertising should be evaluated in terms of predictive models of both strategic intent and executional efficiency...

mike broom 13 Jul 2017

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Measuring the consumers of advertisingArticle

In our previous two articles we referred to measurement, principally measurement of advertising. But, of course, we are talking about obtaining measures from consumers of advertising, namely human beings...

mike broom 4 Jul 2017

Petro Kuprynenko © –
A new measurement paradigm that is ideal for ad testingArticle

One of the difficulties of advertising research is to determine the dimensions to measure.

mike broom 22 Jun 2017

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Bringing precision and elaboration into ad testingArticle

In the 40 years I have worked in marketing research, the elephant in the room has been using focus groups to ‘evaluate', ‘investigate', ‘dipstick', ‘research', ‘copy test' or any other of the politically correct terms for ad testing...

mike broom 12 Jun 2017

Quotas and random sampling within quotas - the PSA experience
Quotas and random sampling within quotas - the PSA experienceArticle

When it comes to demographic variables, none of them change all that much...

mike broom 8 Aug 2016

Five ways POPI will change marketing research as we know it
Five ways POPI will change marketing research as we know itArticle

The implementation is of the Protection of Personal Information Act, No. 4 of 2013 (POPI) is proceeding apace...

mike broom 2 Aug 2016

Can you buy shares in a stokvel?
Can you buy shares in a stokvel?Article

No, you cannot! In fact, that is probably the most defining variable in the definition of what a stokvel is, compared to another way of saving money...

mike broom 5 Jul 2016

Where is marketing research going?
Where is marketing research going?Article

The question is provoked by the weak economy, budget cuts and greater complexity...

mike broom 26 Apr 2016

All set for PAMRO All Africa Media Research Conference
All set for PAMRO All Africa Media Research ConferenceArticle

The 14th PAMRO All Africa Media Research Conference, under the theme "From Local to Global: Media Research in a Developing World", will take place from 26-29 August 2012 in Munyonyo, Lake Victoria, Uganda at the Speke Resort & Conference Centre.

27 Jul 2012

SAARF PAMRO Conference for Africa Diplomat
SAARF PAMRO Conference for Africa DiplomatArticle

By bringing together the media research industry across African borders, the Pan African Media Research Organisation (PAMRO) aims to produce harmonised, compatible and comprehensive audience measurement data for the entire continent. By promoting media research in Africa, PAMRO aims to assist in uncovering the opportunities that exist for growth and development in all African countries. One of PAMRO's key vehicles for bringing people together from around the continent is its annual conference, the PAMRO All Africa Media Research Conference.

15 Jun 2012

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