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.
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.
Marketers need to focus more on consumer behaviour rather than segmenting people simply by generation, according to two new studies.
Consumers do not always say what they mean, which is giving rise to new forms of market research based on emotional reactions.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The Data Storytelling Awards celebrate excellence in the use of data tools and techniques in insight and analytics.
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.
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.
Understanding customers is vital but market research isn’t always as high up the agenda as it should be.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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.
Brands and agencies are developing ‘visual listening’ techniques to better understand the sentiment expressed in emojis and gifs.
HSBC is on a journey to overhaul its approach to research, scaling back large stand-alone projects in favour of more responsive ways to gain insights that are valuable for the brand and its customers.
The summer has shown the phenomenal pulling power of sport and while it is not always the big brands that win over the consumer, choosing the right promotion vehicle will always be crucial no matter how large or small the brand.
Content plays a critical role for technology brand Fujitsu so its market research efforts focus on developing thought leadership ideas.
The secret to uncovering actionable insight is knowing how to ask a sincere, enquiring question – not trying to have preconceived answers to everything.
Meet Ed Smith, the Australian CMO on a mission to get under the skin of the UK population by interviewing 500 people in 100 towns and cities. We ask him whether more marketers should be seeking a perspective from outside the London bubble, given how Brexit has revealed the disparity between the capital and the rest of the country.
What makes brands stick in the memory and what can less ‘sticky’ brands do to change consumers’ minds?
There is a clear gap between how marketers think consumers view data and their true feelings, which if not addressed ahead of the introduction of the new data law in 2018 could be bad for business.
Mark Ritson, our award-winning columnist, consultant and marketing professor, is never one to shy away from an opinion and he had plenty of those in his talk at Marketing Week Live. Ritson gave his view on the importance (or lack thereof) of eight marketing concepts: millennials, CSR, brand purpose, brand valuation, digital marketing, zero based budgets, targeting and TV advertising.
For a rebrand to be successful brands need to undertake extensive market research to ensure the new look or positioning is received positively and loyal customers don’t feel like the identity they know and love is being ripped away.
‘Understanding millennials’ is just a rebranded way of saying ‘demographic segmentation’, which is inadequate to describe such a large a varied group. Combining their passions with life stage and life event data is the only way to target them accurately.
Given a quarter of people in the UK experience mental health problems each year, brands need to take a more active approach to help remove the stigma and stresses associated with mental illness to better serve customers and employees.
Icelandair took advantage of a growing apathy towards traditional tourism with its ‘Stopover Buddy’ campaign, which paired travellers to Iceland with a local host. And the quirky campaign has seen big success with demand outstripping supply and website bookings up by 30%.
In today’s digital age, marketers have dozens of tools at their disposal to analyse and assess consumer purchase behaviour. Marketing insight provided by location-based data is arguably becoming the most popular – allowing brands to build extensive customer profiles to target their advertising accordingly.
With just over 100 days to go until Rio 2016, brands stand to benefit greatly from being associated with the major sporting event as research reveals a third of people define themselves as ‘obsessed’ with the Olympic Games.
There is no point hiding from the fact the last general election was bad for political polling. But what does all of this mean to marketers who want to know where public opinion research goes from here?
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