Applied Marketing Research Group (AMRG)

Professor Tim Hughes’s experience of playing and performing blues music got him thinking about how an individual’s happiness or subjective well-being is often co-created with many other people. Given a long-term interest in co-creation of value Tim, together with Associate Professor Mario Vafeas, have recently been examining co-creation of happiness as an area that is … Continue reading "Playing the blues- the cocreation of happiness"

In the recent furore around Cambridge Analytica’s political marketing, much of the attention focused on ethics.  Yet, the company’s approach was based on some really interesting academic studies examining differences in consumers’ personality traits.  There are many ways of describing a person – or in marketing terms ‘a consumer’.  Often we use demographic descriptors such … Continue reading "Why personality matters"

In a survey I conducted a few years ago, I was keen to discover what agencies thought about the quality of the briefing process. The results were disconcerting, though not surprising. For example, asked to score the statement ‘Clients are good at writing briefs’, with 7 as strongly agree and 1 as strongly disagree, the … Continue reading "Successful Client-Agency Briefing: Mission impossible?"