How brands are taking advantage of innovations in market research
From neuro-research and behavioural economics to sensory insight and even programmatic, Marketing Week explores the latest techniques for market research.
Market research on a shoestring: How to get big insights from small budgets
Marketers are forever being asked to achieve more with less so how can brands cut the budget without cutting corners when it comes to research?
From introvert to extrovert: The changing nature of insight teams
To deliver responsive, data-driven consumer understanding, insight teams are investing in fresh talent and new skills.
Why emotional reactions are a better indicator of behaviour
Consumers do not always say what they mean, which is giving rise to new forms of market research based on emotional reactions.
The rise of automation in market research
Brands are increasingly turning to automated research techniques to prune the market of poor methodologies, toxic panels and anecdotal results, but there will always be a need for human analysis.
Mark Ritson: Stop propping up brand purpose with contrived data and hypocrisy
Channel 4’s research claiming consumers want purpose-driven ads is the latest flimsy attempt to bolster a morally bankrupt concept that simply covers over corporate indiscretions.
Mark Ritson: The first rule of marketing is you are not the customer
A new report confirms media agency staff are nothing like the consumers they serve, but the bigger question is whether they and marketers are market-orientated enough to know this and let customer insight guide them.
Richard Shotton: The ‘safest’ ads are at greatest risk of going unnoticed
Marketers, like all humans, believe everyone is as interested in their work as they are, leading to ads that fall at the first hurdle by taking it for granted that they will be noticed.
Customer experience is the opportunity to grow influence
Sponsored by Omobono
The business world’s preoccupation with customer experience has led to billions being invested in digital transformation. This means marketers can play a bigger role, says Omobono’s Jonathon Palmer, but to do so successfully requires clarity on where to best focus efforts.
The marketing insights of the top beer brands
Sponsored by YouGov
YouGov research reveals the consumer profiles and buying preferences of beer and cider drinkers, including the habits of pubgoers and the brands with the top perception scores.
Richard Shotton: If you want to earn consumers’ love, flaunt your flaws
Marketers need to be confident enough to turn challenges to their advantage, rather than airbrushing out their imperfections and claiming extravagant benefits.
‘Data doesn’t need to be big or creepy to shed light on consumer psychology’
In a post-GDPR world, there will be little value in large behavioural and demographic databases when just a few contextual psychological insights are more effective, says CrowdCat chief scientist Richard Summers.
Richard Shotton: Aim for average and you’ll serve no one well
Behavioural insights show targeting the average consumer can backfire among key groups, even it succeeds among the majority, which is an argument for in-depth research on individual segments.
F1’s commercial boss on transforming the ‘under-managed’ business
Sean Bratches admits there have been times that he hasn’t known whether to “laugh or cry” as he tries to get under the skin of the brand for the first time.
Mark Ritson: 10 reasons why Superbrands 2018 is a worthless list
Superbrands’ bogus methodology regularly turns up inexplicable and nonsensical ‘findings’. Here are my top 10 aberrations from this year’s Superbrands Consumer Top 20 ranking.
Unilever trials in-store facial recognition technology
Tests with Unilever’s Knorr brand in Brazil showed in-store marketing can increase how noticeable a product is three-fold, as the company seeks to bolster measurement of its retail investment.
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Russell Parsons: If marketers really want to understand customers, research cannot be seen as discretionary
Investment in market research is declining but cutting back on consumer insight will severely hinder marketers’ ability to be the voice of the customer.
Measuring behavioural insights of the connected consumer
Brought to you by Toluna
Learn how taking a digital approach to research can help measure actual behaviour and marry it to ‘claimed’ behaviour for a richer picture of how consumers are acting.
Data Storytelling Awards return and are open for entry
The Data Storytelling Awards celebrate excellence in the use of data tools and techniques in insight and analytics.
Big brands’ insight innovations help level the playing field for everyone
Sponsored content
The insight techniques used by the world’s biggest brands may seem unattainable, but their experimentation gives all companies something to learn from, says ESOMAR director general Finn Raben.
Tackling market research with confidence
Understanding customers is vital but market research isn’t always as high up the agenda as it should be.
Marketoonist on the problem with focus groups
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Pepsi’s ad failure shows the importance of diversity and market research
The backlash over the Kendall Jenner ad shows marketers need an outside perspective, whether from an ad agency or by conducting thorough market research and reaching out to consumers.
The key sessions you should not miss at Marketing Week Live and the Insight Show
Marketing Week Live and the Insight Show return next week and will again deliver a mix of inspiration and insight that will help you do your job better.
The impact of image-based posts on social media insight
Brands and agencies are developing ‘visual listening’ techniques to better understand the sentiment expressed in emojis and gifs.
Mark Ritson: There’s a new weapon in the targeting armoury
Psychographic segmentation has been out of favour for a while despite its obvious usefulness, but combining it with behavioural and addressable data creates a potent mix that could make targeting supremely effective.
Marketoonist on how not to do market research
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here