Market Research

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.

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.

Personal Development

Agency Relationships

Mark Ritson

100 Disruptive Brands

Media Strategy

Customer Experience

Digital Transformation

Team Management

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

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

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.