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For a true view of the consumer, get them to talk like themselves
Unfiltered, unfettered conversations among real people reveal their values and priorities, so make your focus groups more spontaneous and less controlled.
Uber’s brand health takes hit following leak of damning company files
Michaela JeffersonUber’s overall brand health score is at its lowest in more than two years, but consumer purchase intent has been unaffected by the unlawful practices revealed in the 124,000 leaked documents.
How Yorkshire Tea plans to steal market share from rivals
Niamh CarrollYorkshire Tea is on a mission to grow the declining black tea category while luring “habitual shoppers” of other tea brands.
‘A new era’: Why Aston Martin is making its biggest brand investment in over a decade
Niamh CarrollAston Martin aims to drive salience and differentiate its brand by building a more “emotional connection” with consumers.
Marketing’s pay inequalities and McDonald’s brand strength: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the persistent pay discrepancies in marketing to McDonald’s crediting its “marketing machine” , it’s been a busy week. Here is my take.
‘Bounce back’ or damp squib: What does the cost of living crisis mean for travel brands?
Niamh CarrollTravel brands need to think carefully about how and when they spend their marketing budgets and launch discounts, as British holidaymakers look to save their cash.
How BT Sport used data to tackle the unseen side of online hate
Marketing Week ReportersReflecting the obsession with stats in sport, BT Sport dug deep into the data behind the online abuse epidemic to start a nationwide conversation about the scale of unseen hate.
Marketing’s gender pay gap: Without quotas the clock will only turn back
Helen JamesThere are many intersecting causes for marketing’s gender pay gap – and the fact it has got worse – but failure to address it now will only exacerbate the issue.