Kudos Articles

At Kudos we invest 20% of our time thinking about new approaches and new ideas in market research. Innovation comes through our utter thirst for whats new. One spin-off is that we are quite prolific in terms of papers and articles designed to be shared with the profession.

Some of our articles are rearward looking - and they focus on the roots of market research methodologies: coming from our quest to find out why practitioners do what they currently do. To be honest, weve formed the fairly depressed view that most innovations occurred more than 50 years ago, and that the business templates formed in the 1950s have more or less kept a lot of methodologies in a hold-pattern since then.

Other papers are thinky pieces prepared for conferences. You are welcome to download these, but please, credit where its due. Cite your references when you refer to us.

Thanks!

 BACK TO HOMEPAGE

1. People are just so limited. In the future we’ll employ artificial intelligence to conduct much more powerful, useful research. This was a a research paper Duncan presented in 2003 and is still very current.  Award winner.

Artificial_Intelligence_Smarter_Research_and_Decision_Theory
PDF - 36 pages
	Click here to download the document. Last updated on: 10 Feb 2008 || File size: 496 Kb - Approx 70.66 secs to download at 56k. Acrobat Reader required - download here.

2. Fuzz is the Buzz. Oh dear. All that data sitting inside the spreadsheet - what exactly do we do with it? Well, bar charts, pie charts and mean scores only scratch the surface and have the effect of fragmenting the story. In this paper we put forward four other ways of looking at information - ways that accept that we might deliver less decimal point accuracy but in return get a much, much richer picture. This was a research paper Duncan presented in London, 2005.   Finalist Best Paper and Best Overall Contribution to Conference.

Fuzz_is_the_Buzz
PDF - 17 pages
	Click here to download the document. Last updated on: 10 Feb 2008 || File size: 853 Kb - Approx 121.53 secs to download at 56k. Acrobat Reader required - download here.

3. Everything connects. (or To hell and back via Cambodia.) In our minds, in our social cliques and in our world - everything connects. This idea challenges the highly individualistic nature of market research which treats respondents largely in isolation.  Is this appropriate? This was a research paper Duncan presented in 2007. 

Everything_Connects
PDF - 31 pages
	Click here to download the document. Last updated on: 10 Feb 2008 || File size: 1175 Kb - Approx 167.4 secs to download at 56k. Acrobat Reader required - download here.

4. January 2009 - a reflection on how new online survey technology is actually changing the whole way researchers need to listen. Instead of colecting granular facts, new surveys err toward a more narrative style - thanks to smart logic, open enders and the tendency to create a respondent-driven experience. Bravo! we say.

The_Changing_nature_of_Questionnaire_Design
The changing face of listening
	Click here to download the document. Last updated on: 28 Jan 2009 || File size: 282 Kb - Approx 40.18 secs to download at 56k. Acrobat Reader required - download here.

5.  And for our friends who missed it heres a link to 10 Market Research Megatrends by Alastair Gordon and Duncan Stuart. This was published in the UK journal Research in June 2010.