Kantar's Profiles Blog

Alex Wheatley

Director of Digital and Technical Innovation, Kantar

Alex Wheatley leads Kantar UK’s efforts to identify, scale and commercialise new research, insights and analytical methodologies and innovations.

He is an award-winning researcher and graduate of Philosophy, Logic and Scientific Method from the London School of Economics.

Prior to his role as UK Director of Digital and Technical Innovation, he was a member of Lightspeed’s multi award winning ‘QuestionArts’ Innovation department. Applying his analytical and creative skill-set to explore, evaluate, and present upon the challenges of online survey design and data analysis. In 2016 Alex was awarded the ESOMAR Corporate Young Professional Award for his research into political polling.

Recent Posts

Framing Questions: Marketing Data Integration (Part 1)

Posted by Alex Wheatley on Aug 8, 2018

If you've seen the introduction to our Marketing Data Integration Series, you understand the extent new technology and mobile plays in modern research. So now you're on a mission to modernize your research (bravo!). You understand how to reach the representative audience you need (include mobile!), and you’ve identified the right tools available to get the answers you need (responsive programming!).

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Topics: questionnaire design, modern surveys, data series

What’s in a Word: A look at Gender Differences in Verbatim

Posted by Alex Wheatley on Mar 7, 2018

We are living in an era of change, and one fundamental human right being addressed now is the injustice and imbalance of how certain groups are perceived in society and how it affects their advancement in life. At the heart of this change is progress in women’s rights globally and the desire to create a more equal society.

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Topics: Marketing Research Data

What now? Looking at voter feelings after the same sex marriage vote results

Posted by Alex Wheatley on Dec 6, 2017

During the same sex marriage vote, we asked Australians about their voting intentions as well as surrounding feelings to the decision-making process. Not only was this an interesting comparison of the 'for' and 'against' camps, but the results of the survey matched the real voting outcome exactly, with 62% for and 38% against.

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Topics: Mobile, Market Research

The differences between Australia’s Marriage Equality Voters

Posted by Alex Wheatley on Oct 20, 2017

“Should the law be changed to allow same-sex couples to marry?”

This is the question many Australians are now answering. And it’s not a simple yes or no response; the debate on same sex marriage is complicated. With the divides being multidimensional and diverse, Lightspeed conducted a survey of more than 1,000 Australians to reveal their reasoning behind their votes.  

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Topics: Market Research

Can You Really Trust Uninterested Respondents?

Posted by Alex Wheatley on Sep 25, 2017

Survey design in research is something that has generally evolved rather than proactively developed with questions phrased in the language of research and designed solely to answer the researcher’s query. What we tend to forget is whether anyone actually wants to read that question, let alone whether it’s engaging enough to make someone want to answer it.

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Topics: Healthcare Research, Survey Engagement

Why does qualitative research have to mean a focus group?

Posted by Alex Wheatley on Jun 21, 2016

The role of qualitative research has traditionally been to create and foster the discussion about your consumers’ needs and desires. Quantitative research has been viewed as a tool for testing the statistical relevance of these ideas.

Generally speaking, quantitative research tends to consists of nationally representative samples of respondents evaluating a concept in a survey of closed metrics; however, it doesn’t have to be this way. At its core, the online research platform is simply a means of mass communication -- that communication is not limited to a box ticking exercise.

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Topics: Marketing Research, qualitative research, quant vs. qual

SURVEY CONFESSION:  THE IMPACT OF SURVEY DESIGN ON HONESTY

Posted by Alex Wheatley on May 3, 2016

In any context there are many questions with factual answers which are difficult to answer: “have you considered an affair?,” “how many vegetables do you eat?,” “how often do you go to the gym?” and “have you lied to your boss?” to name just a few.

When it comes to a question like “how much do you drink” it can be hard enough to be honest with ourselves let alone a researcher! Fortunately the anonymity and context of online research puts it in a unique position to secure honest answers to sensitive questions; however, this is no easy feat. When we ask a question there are many hurdles we must overcome to reach an honest answer.

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Topics: Honesty Detector, Marketing Research, Data Quality

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