Small companies can benefit just as much as big conglomerates from gaining insight into their customers and marketplaces when rolling out new ideas. Although market research sounds expensive, there are ways to achieve valuable knowledge without a huge outlay.
Using transactional data to guess customers’ motivations gives a limited backward-looking view. Brands must use social data to add personality to their insights, according to dunnhumby founder and Starcount chief data scientist Clive Humby.
Political polls have been wide of the mark in numerous elections around the world in the past 12 months, posing the question of whether surveys can be trusted any more, and if so, how brands can ensure market research results are relevant and reliable.
The beverage giant saw a boost to sales resulting in a 5% year-on-year increase in revenue to $9bn (£6.4bn), as CEO James Quincey credits the actions Coca-Cola took during the pandemic in helping its recovery.
With the reopening of travel on the horizon, Expedia hopes to be seen as the “ultimate travel companion” with its biggest brand spend in five years.
The proposed league format takes many of its pointers from the hugely successful US sports model, but can it win over local fans and brands, or is the reputational risk too high?
We arm you with all the numbers you need to tackle the week ahead.