Measuring ideas that ‘stick’
We’re told that “all advertising is good advertising”, but common sense tells us that this just isn’t true. For those of us working in the world of marketing and market research, we constantly strive to understand how customers react to product communications, knowing that advertising has the power to persuade, but also the power t...
Tracking Ahead of Expectations – HRW’s Approach to ATU Tracking
ATU tracking research can be one of the most powerful sources of insights – identifying trends early that enable marke...
Infographic: Our Segmentation Philosophy
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Strength in Numbers: Our above average approach to segmentation
My journey with segmentation began when I first joined the mmr-group. Much of the research we did was obviously lookin...
MADS East 2019
December 2019 marked the inaugural run of MADS (Marketing and Data Science) East conference, following four years of whi...
The Theory of Evolution – HRW’s Approach to Tracking
As can happen with many research projects, trackers begin with team buy-in and clear intentions; but quickly become bloa...
The HRW segmentation process: Art supported by Science
I was recently reading about the behavioural bias known as the false consensus effect, which leads us to overestimate th...
Big data and social media listening: Is there a future for traditional healthcare market research?
A number of years back some very wild claims were being made about the future of big data. Some were suggesting that tra...
HRW’s Technological Affinity Score – Predicting Response to Tech Innovations
Here at HRW, we work with a multitude of digital methodologies that bring us closer to the reality of patients and physi...
Predictive Analytics – The important insight might be in data you already have
One of the current buzzwords flying around our industry at the moment (despite being over 70 years old) is predictive an...
Blending quant and qual to paint a new picture…
An approach to research which challenges our traditional thinking and considers both rational and emotional elements of ...
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