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Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
People want to shop green – what can brands and retailers do to help them?
Jeremy KingAttest research shows consumers want to shop sustainably, but brands and retailers need to offer good-quality and good-value products to help them make that choice.
‘Average audiences mean average results’: GSK on bringing diversity into market research
Michaela JeffersonMarketers are “setting themselves up to fail” if they rely on averages and don’t make an effort to include diverse communities in their marketing strategy from the beginning, says senior media director Jerry Daykin.
How Coca-Cola maintained ‘human-centric’ insight throughout the pandemic
Manny PhamCoca-Cola had young participants take part in a digital diary during lockdown to gauge consumer habits and ensure marketing activations remained relevant.
Market research budgets return to growth as marketing spend rises rapidly
Michaela JeffersonMain media advertising budgets saw the biggest boost over the third quarter of the year, as marketers report growing optimism about the prospects of their businesses.
‘Expensive isn’t always better’: How marketers can produce quality insight on a slim budget
Michaela JeffersonWith the right question, strategic investments, a range of methodologies and a “brilliant learning plan”, even those marketers with a small budget can produce effective and efficient research.
Marketers urged to bridge the ‘say-do’ gap
Michaela JeffersonThe contradictions between what consumers say they want and what they actually do represent an opportunity for marketers to help bridge the gap, says Dr Carol McNaughton Nicholls.
Convince consumers your product tastes good before you tell them it’s healthy
Richard ShottonConsumers’ enjoyment of food is influenced by what they see and know in advance, and while flavour-focused messages improve perceptions, health-based ones actually harm them.
How Givaudan Active Beauty has grown globally by remaining locally-minded
Marketing Week PartnerUnderstanding cultural differences through research has made Givaudan Active Beauty’s international expansion faster, easier and more impactful.
Ehrenberg-Bass reveals the negative effect an advertising hiatus has on brand growth
Michaela JeffersonResearch by the Institute finds that on average, brands saw their sales fall 16% after one year without advertising and by 25% after two years.
‘Warmer, human, empathetic’: Inside the Mirror’s new brand strategy
Michaela JeffersonAs the Mirror revamps its brand for the first time in eight years, director of insight and brand strategy Andrew Tenzer explains why adding strategy to his remit was a “natural evolution” of his role.
From asking to listening: How Danone is using social insight to stay relevant
Manny PhamDanone uses social listening to get a deeper of understanding of what really matters to people, which has become all the more important since the onset of the pandemic.
How Oddbox mastered national expansion while cutting campaign costs
Marketing Week PartnerGetting a handle on existing brand awareness made launching into three new UK regions cheaper and more effective.
Santander’s marketing boss on why there’s ‘no role’ for focus groups
Matthew ValentineFocus groups are “incredibly unhelpful” in the market research mix, according to Santander UK chief customer and analytics officer Saj Arshad, who believes new methodologies are proving to be more effective.
It’s good to offer consumers choice, but not too much
Richard ShottonPeople value something more if they have options to choose from but too much choice hampers decision-making, especially if it’s hard to differentiate.