Jo Roberts

What do women really want?

Jo Roberts

Marketers are always warned to stay away from clichés. It has long been recognised that ’pinking’ brands is the least imaginative, patronising way to appeal to a female customer. Yet there are plenty of brands, especially mobile handset ones, that still use this tactic in an attempt to attract female shoppers.

Gaming is the new family pastime

Jo Roberts

Avid gamers are getting younger, it now seems that a games console is as an important part of family household entertainment as television with 98% of children having a games console in their home. The study which questioned children between the ages of four -14 indicated that the interest in gaming is growing in its appeal.

Jo Roberts

Marketers want to go back to school

Jo Roberts

Marketers are regularly criticised for not knowing enough about social media. New online marketing techniques are becoming de rigour before businesses have a chance to become experts. But more than half of marketers are keen to keep up-to-date and be specifically trained in the art of social media, according to our own Marketing Week attitudes research.

A wave of stability hits the nation

Jo Roberts

The health, wealth and happiness index has now been tracking the well-being of the nation for 25 weeks. During this time 2CV has asked a panel of consumers from a range of age groups about how they are feeling.

Jo Roberts

Getting emotional

Jo Roberts

The market research industry is often, and rightly so, accused of being about numbers. For marketers the right numbers can mean a decent budget for the next campaign or project. But the market research industry is turning its hand quite nicely to the more emotional side.

Pass it on

Jo Roberts

Predicting how viral a piece of content will become is enormously difficult, some say impossible, but research shows that if a brand bothers to aim the message at its target audience the content is much more likely to be passed on.

Jo Roberts

Marketing to the 100-year old consumer

Jo Roberts

We’re not getting any younger. Research tells us that an increasing portion of the population will live to be 100. So what does this mean? Well, aside from the queen and her heirs having to write more telegrams, marketers have a new demographic that they need to get their heads around.