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Five research techniques that are living on borrowed time
Every research agency has a methodology it wants to sell, but here are five that marketers should consign to the scrap heap.
Three tips to help you spot bad research
Andrew TenzerThe marketing profession is awash with more research than ever, but how do you tell good from bad? Here are three basic questions to ask yourself.
If you don’t invest 5% of your budget in research, you don’t know what you’re doing
Mark RitsonThe BBC’s decision to invest heavily in research should be celebrated by us all and noted by marketers. Investing 5% of your budget in market research is not superfluous, it’s key to understanding customers, serving them better and growing your business.
Brands on the rationale behind the market research renaissance
Megan TatumAs market research budgets enjoy their strongest performance since 2013, marketers discuss what the Covid-fuelled reinvestment means for brands.
Restructures and optimising spend: 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 Diageo’s marketing investment to the relentless nature of team restructures, it’s been a busy week. Here is my take.
Why Channel 4 revived 90s icon Smash Hits magazine
Marketing Week ReportersTo ensure its comedy hit Derry Girls went out with a bang, Channel 4 masterminded the return of iconic music mag Smash Hits to take fans back to the 90s.
One media marketer on ‘reshaping’ her life with a leap into journalism
Molly InnesLiz Moseley explains how her knowledge of the media helped her transition from Cannes Lions CMO to editor at Tortoise Media.
LVMH reports record profits following boost to marketing spend
Michaela JeffersonViewed by analysts as a bellwether for the luxury market, LVMH’s earnings for 2022 suggest the most affluent consumers are willing to continue spending through inflation.