New year, new brands – it’s a real phenomenon
Richard ShottonResearch has found that customers are more open to trying something new soon after a landmark event, opening up an opportunity for brands to get them to switch.
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Ben & Jerry’s CEO on why too much market research can cause ‘mediocrity’
Molly FlemingBen and Jerry’s CEO discusses embracing different ways of doing business from side-stepping research to prioritising activism.
Your 2020 to-do list
Russell ParsonsFrom standing up and being proud of marketing as a career, to turning back to insight to understand customers, and from the need for new routes to attract a more diverse workforce, to TimeTo campaign’s uphill struggle, we set out the key items that need to be on your list of priorities in 2020.
The power of nostalgia for building brands
Marketing Week PartnerNew research from YouGov and the7stars investigates what triggers nostalgia and how it influences their buying behaviour.
Marketoonist on A/B testing
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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Marketoonist on brainstorming
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketing Week Explores: The customer insight gap and gender stereotypes
Marketing Week ReportersThe Marketing Week Explores podcast has a brand new format. This month we look at why brands are failing to get the most from customer insight and discuss whether the ASA’s gender rules have gone too far.
How Avon is using social listening to streamline innovation
Molly FlemingBy looking at more than one million comments about mascara online, the beauty giant was able to come up with what it believes is the ultimate product.
The right questions are more important than the right answers
Colin LewisWhen it comes to customer insight, all to often marketers go in knowing what they want the answer to be, but becoming a better questioner is a skill that can be learnt.
Meet the DTC beauty brand founded on the psychology of consumer behaviour
Charlotte RogersDirect-to-consumer brand Beauty Pie layers data with psychology and qualitative research to gain the rich user insights that power its subscription model.
The direct-to-consumer customer insight advantage
Charlotte RogersHelloFresh believes it is in a strong position when it comes to consumer insight as it has direct relationships with its customers.
Marketing needs to go back to extreme basics
Helen EdwardsBefore climbing up the benefits ladder marketers need to focus on getting the simple things right.
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True customer-centricity requires proper investment
Russell ParsonsMarketers often talk about their desire to be more customer-centric, but it won’t be achieved by cutting corners. Brands must invest both time and money to get it right.
Missing the point: Why brands are failing to get the most from customer insight
Charlotte RogersWith investment in customer research on the decline, marketers are not addressing the basics, let alone testing new techniques like behavioural science, which means brands are missing what consumers want.