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Are you “Positive and Future Focused” or a “Restriction Rejector”? Segmenting the population during the pandemic
It’s undeniable that the ongoing COVID-19 pandemic has had a huge impact on behaviour and attitudes – not only towards our health, but our beliefs about government, society, work/life balance, and beyond. Our sister company, Huxly, conducted a segmentation of 1000 UK consumers to examine emerging groups: from the “optimists”, through to...
Battling Bad Design to Make Great Data Shine
The anniversary of the onset of the COVID-19 pandemic in the UK is almost upon us: a full year of curves, charts, and ha...
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...
Making the Right Choice for Your Campaign: INTER:COM One Year On
It has already been over a year since we launched INTER:COM, our specialized approach to communications testing. In that...
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...
Intrinsic Segmentation – The Antidote to Meaningless Means
How often do you hear professionals making casual reference to ‘the customer’, as if customers constitute a singular...
Debriefs, Reports, and Charts: Where data goes to die…?
Data visualisation and the power of humour, illustration, and design. Data can be a funny thing. Particularly when it’...
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...