Marketers should pay more attention to attention
Mark RitsonThere’s ample evidence that longer dwell time on ads raises brand recall and choice, so ignore Byron Sharp’s claims that you shouldn’t pay for more attention.
There’s ample evidence that longer dwell time on ads raises brand recall and choice, so ignore Byron Sharp’s claims that you shouldn’t pay for more attention.
Every research agency has a methodology it wants to sell, but here are five that marketers should consign to the scrap heap.
Using value curve analysis, mental health brand Spill pivoted its entire product and approach in just six days.
Experiments show being in a good mood makes consumers likely to pay more, so reaching them in positive contexts could make marketing more effective.
Unfiltered, unfettered conversations among real people reveal their values and priorities, so make your focus groups more spontaneous and less controlled.
Leading questions and researcher bias have fuelled the social purpose orthodoxy, which marketers are only now acknowledging has no basis in evidence.
Although the concept of ‘brand love’ was overused and went out of fashion, it remains an insightful way to consider consumers’ attitudes towards brands.
Data shows that consumers are more willing than they claim to share personal information when engaging with gamified marketing.
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.
Experiments show the framing of language used to describe products influences how consumers perceive them and their propensity to purchase.
With only just over half of marketers convinced they are measuring ROI throughout the funnel, is the fragmentation of both customer data and media shaking confidence?
The BBC’s decision to invest heavily in research should be celebrated by us all and noted by marketers. Investing 5% of your budget in market research is not superfluous, it’s key to understanding customers, serving them better and growing your business.
Brands are spending more on marketing as the end of the pandemic increases confidence, but there are clouds on the horizon as pressures from the Ukraine war and inflation mount.
Customer research can help brands find new narratives that drive engagement, leads and sales, as delegates heard at the Festival of Marketing.
A combination of complex consumers, zero-based budgeting and stretched teams is making the role of consumer and marketing insights more challenging, says Reckitt’s George Papadopoulos.