If there’s one conclusion we can draw off work from behavioural scientist. It’s that we cannot trust our brains when it comes to processing abstract information such as statistics.
In his 1997 book Whose Reality Counts? Robert Chambers, himself an economist wrote: Economists have come to feel What can’t be measured, isn’t real. The truth is always an amount – Count numbers; only numbers count. 20 years on, is Chambers still right? If so, does it matter? If so, what can be done about it? *** The topic of the poem, the ‘truth’, is a complex one. Truth in an … Continue reading Atticus Under-30 Essay 2017
This post originally appeared on the Wunderman Thompson blog and was written together with Chloé Van Elsen. “Now that’s a fun campaign, but did it actually work?” is a reaction often heard in our industry. At Wunderman Antwerp, we continuously strive to make sure our communication efforts are as effective as possible. Last month, we … Continue reading EFFIE SUCCESS IS CLOSER THAN YOU THINK
This post originally appeared on the Wunderman Thompson blog. A couple of years ago after leaving my role as a researcher at the University of Antwerp, I applied for a strategist job at Wunderman. During the interview, I didn’t really feel like my academic background was an asset. Advertising professionals are supposed to be creative, … Continue reading HOW BORING ACADEMIC RESEARCH CAN LEAD TO EXCITING CREATIVE ADVERTISING
This post originally appeared on the Wunderman Thompson blog. Conversational technology is omnipresent. It’s becoming clear that constant, real-time, personalised communication is dominating customer-centric services. Indeed, Forrester research found that using chatbot technology leads to a 71% increase in customer satisfaction. After optimising chatbots for customer service, the sector is now positioning chatbots as an … Continue reading HOW EFFECTIVE ARE COMMERCIAL CHATBOTS?
The short answer: Yes. In my most recent study, we started from that question. We checked the difference between the effectiveness of Facebook’s two desktop ad placements: in-stream ads and sidebar ads. Effectiveness was in this case the most basic outcome of advertising: minimising ad avoidance. In our experiment, we found that sidebar ads are … Continue reading Do Facebook’s Sidebar Ads Work?
I hate it when people make statements about topics that they just don’t know anything about. Like my girlfriend, every April she makes the same comments about bike racing being boring. She totally oversimplifies the beautiful sport by asking questions like “Why do they have to drive 200km? They win in the sprint anyway.” Every time, … Continue reading Marketing Research Rules!
As a Ph.D. student, I already have attended quite a few conferences. These are some things I learnt: Be sure to know beforehand the Twitter hashtags. Make sure you have a full battery and tweet the shit out of that conference! Photos of presenters & compliments about the ‘lovely’ conference venue and great organization have a high chance … Continue reading Things I Learned Attending Academic Conferences