Qualitative research is sometimes viewed as the poor relation of quantitative studies, with focus groups and interviews not deemed by some as robust or broad enough in their scope. But given the overwhelming level of data at marketers’ fingertips, one of Google’s top marketers argues its relevance is actually rising.
Market research is a key tool in any marketer’s playbook. But when budgets are being squeezed can SMEs find new ways to make their research spend go further?
In conversation with Papa John’s vice-president of marketing and Paperchase’s chief digital officer, Tenzer lamented the “increasingly commoditised” nature of the market research industry.
Experiments show there are several effective ways to get research subjects to commit to being truthful, thus making their behaviour claims more reliable.
The professionalisation of marketing has brought many benefits – but that innate ability to spin a yarn to capture the attention of the board has been left in the past.
Following a ‘surprise’ two-year high last month, consumer confidence has fallen.
Consumers often “shop around” in the UK supermarket sector, says Morrisons chief customer and marketing officer, Rachel Eyre. The supermarket hopes its price match will “reassure” customers to do more of their shopping with it.
Increased volume sales must be a “bedrock” of sustainable growth, Nestlé CEO Mark Schneider said, indicating the company must invest in marketing and innovation to achieve this goal in 2024.