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.
How marketers can win over the C-suite
Charlotte RogersTo win over internal sceptics, marketers must forge stronger bonds with the C-suite by talking about marketing as a lever for growth and better defining their scope and impact.
Why corporate-NGO partnerships are now as much about knowledge as cash
Lucy TesserasCorporate-NGO partnerships are becoming increasingly strategic as brands look to gain insight about new markets, while charities want more than financial investment.
Brands’ pricing shouldn’t be bound by their categories
Richard ShottonConsumers don’t perceive price in absolute terms but relative to similar products, so if you want to change your pricing model you just have to change your comparison set.
Brand value, buying power, programmatic: 5 killer stats to start your week
Erin LyonsWe arm marketers with all the numbers they need to tackle the week ahead.
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