market research

From haha to aha: Insight, serendipity and humour – CIM Marketing Club

CIM Marketing Club. Anthony Tasgal will deliver a paean to serendipity, insight and wit in a world obsessed with rationality, KPIs, metrics and ‘tick-boxing’. He’ll cover 3 broad areas: Why so serious? The arithmocracy, the obsessive worship of data and facts and what behavioural economics shows us about the power of engaging emotions. From haha to Aha: What can humour teach us about the identification and generation of insight. What do M. Night Shyamalan’s films, Schrödinger’s cat and a goldfish tell us about insight? Not just what insight is, but how it feels.

Campaign effectiveness and advertising research

These practical workshops will show you how to get the most from market research and put data and insight to good use in your business. We’ll take a look at how to measure the effectiveness of your advertising campaigns and conducting advertising research to understand what makes your audience tick, how to use audience and customer insight to see through the eyes of those using your brand, product or service and the importance of tracking your brand’s health. Looking at how to understand the effectiveness of your advertising, understanding ROI when it comes to advertising and improve your creative execution using research.

Perfectly irrational – March 11

Angus Carbarns, Director of Strategy at UX consultancy We Are Engines, explores key psychological biases underpinning consumer decision-making and their impact on market research and strategy with CIM Scotland on 11 March.