How can brands make the most of co-creation?
Marketers and insight experts give their advice on how to get the best results out of online communities, and explain why it’s key to go in with an objective in mind.
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Where online communities are failing
Mindi ChahalThe research industry is not offering brands the support to exploit the co-creation opportunity.
Tesco, The FA and Orange explain the value of online research communities
Mindi ChahalBrands are using co-creation more than ever to get instant insight to inform product and service innovations. So what are the key appeals for marketers?
Researching the emotional drivers behind purchase behaviour
Steve HemsleyIt was always important to Honda founder Soichiro Honda that society was pleased his company existed and that the brand had an emotional bond with consumers.
All-female motorsport W Series revs up its pursuit of sponsors
Matt BarkerAttracting the right brand partnership will be crucial if W Series wants to cement its status as the home of female motor racing as the tournament gears up for its second season.
Marketing budgets, digital spend, data skills: 5 killer stats to start your week
Sarah VizardWe arm marketers with all the numbers they need to tackle the week ahead.
How Dixons Carphone overhauled its CRM programme
Ellen HammettA focus on people and quick wins has allowed the UK’s largest electronical retailer to move away from a discount-heavy strategy it believes would have killed the business within five years.
BBC, John Lewis, Brexit campaign: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
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