Monthly Archives

August 2016

echo chamber 2 - Hook Research
Consumer Insight
26/08/2016

How many Millennials does it take to build an echo chamber?

I want to be a bit pedantic just for a moment. Post-Brexit I heard quite a bit about the ‘echo chamber’: many have spoken about how Millennials were so caught up in an echo chamber of social media and liberal friend groups that they failed to fully participate in the referendum.…
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market research techniques 2 - Hook Research
Qualitative Market Research
23/08/2016

Success in Shyness – Market Research techniques for shy participants

Shy people are often very creative and thoughtful, expressing through writing, art and music what they find difficult to express in words. However, modern market research techniques often fail to bring these characteristics to the surface. Shyness and diffidence are not qualities one naturally looks for in a research participant…
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Qualitative Market Research
16/08/2016

What is an online research panel? – Qualitative research methods

Maybe you’re thinking about using an online research panel for your next big project, or perhaps you’ve just been asked by a local researcher to take part in one. Regardless, you may be wondering exactly what the panel is, or how valuable it is in the overall research process. If…
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Media Research
12/08/2016

Hijabs and High Jumps: Sexism in sports commentary at Rio 2016

Over the past week, there has been a lot of noise in the news about women in the Olympics – but, sadly, much of this has nothing to do with their sporting successes. Attention grabbing headlines have devoted more words to the amount of skin showed by the female athletes…
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2016 Olympics Opening Ceremony 2 - Hook Research
Media Research
09/08/2016

A Sustainable 2016 Olympics Opening Ceremony – Success or Failure?

With all of the negative news around this year’s Olympics in Rio de Janeiro, it’s finally nice to hear about something a bit more up-lifting. Like the various bits of rubbish bobbing throughout Rio’s Marina da Glória, bribery, poverty, doping scandals, and shoddy construction work have equally polluted the headlines…
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Brand voice - Hook Research
Brand StrategyHook NewsMedia Research
04/08/2016

What makes a great brand voice? – Thoughts from Hook’s new starters

Exciting times in Hook's office as we have two new starters - Jess and Sam! To introduce them both, we've asked them to tell us a bit about their favourite brand voice, and what that says about the organisation behind it. Let’s be frank, Frank is a bit of a…
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Semiotic Analysis
02/08/2016

Solving crosswords, semantics, and other human puzzles

Solving crosswords - particularly, cryptic crosswords - is a uniquely British phenomenon. Crosswords' history - and the myth-making around them - is tied not just to titles but to people, personalities and professions who symbolise the eccentricity of the Briton. This reputation is based in fact (the recruitment of solvers to…
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