Quant is becoming increasingly unfashionable and misunderstood, but used properly it can provide a deep and statistically representative understanding of society, something that qual on its own isn’t able to do.
When it comes to estimating the values and aspirations of mainstream audiences, marketers based outside London get it just as wrong as marketers based in the capital.
Focusing on the cost crisis will only increase anxiety among your target customers. Brands are far better off highlighting their quality and reliability in times of uncertainty.
Leading questions and researcher bias have fuelled the social purpose orthodoxy, which marketers are only now acknowledging has no basis in evidence.
The marketing profession is awash with more research than ever, but how do you tell good from bad? Here are three basic questions to ask yourself.