How one brand switched its business model in under a week
Charlotte RogersUsing value curve analysis, mental health brand Spill pivoted its entire product and approach in just six days.
Customers will reward brands that get them in the mood
Richard ShottonExperiments show being in a good mood makes consumers likely to pay more, so reaching them in positive contexts could make marketing more effective.
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For a true view of the consumer, get them to talk like themselves
Helen EdwardsUnfiltered, unfettered conversations among real people reveal their values and priorities, so make your focus groups more spontaneous and less controlled.
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How bad research underpins the social purpose marketing debate
Andrew TenzerLeading questions and researcher bias have fuelled the social purpose orthodoxy, which marketers are only now acknowledging has no basis in evidence.
It may be tainted, but don’t underestimate the power of brand love
Mark RitsonAlthough the concept of ‘brand love’ was overused and went out of fashion, it remains an insightful way to consider consumers’ attitudes towards brands.
How the ‘say/do gap’ opens up opportunity for marketers
Martin Bjørn MadsenData shows that consumers are more willing than they claim to share personal information when engaging with gamified marketing.
Three tips to help you spot bad research
Andrew TenzerThe marketing profession is awash with more research than ever, but how do you tell good from bad? Here are three basic questions to ask yourself.
Would a Patagonian toothfish by any other name taste as sweet?
Richard ShottonExperiments show the framing of language used to describe products influences how consumers perceive them and their propensity to purchase.
Marketers and media: Is fragmentation causing a confidence crisis?
Matthew ValentineWith only just over half of marketers convinced they are measuring ROI throughout the funnel, is the fragmentation of both customer data and media shaking confidence?
If you don’t invest 5% of your budget in research, you don’t know what you’re doing
Mark RitsonThe BBC’s decision to invest heavily in research should be celebrated by us all and noted by marketers. Investing 5% of your budget in market research is not superfluous, it’s key to understanding customers, serving them better and growing your business.
Brands ‘gearing up for growth’ as marketing budgets hit eight year high
Niamh CarrollBrands are spending more on marketing as the end of the pandemic increases confidence, but there are clouds on the horizon as pressures from the Ukraine war and inflation mount.
The ‘boom moment’: How to uncover new brand stories through customer insight
Marketing Week PartnerCustomer research can help brands find new narratives that drive engagement, leads and sales, as delegates heard at the Festival of Marketing.
Reckitt: The role of insight is more difficult than ever
Charlotte RogersA combination of complex consumers, zero-based budgeting and stretched teams is making the role of consumer and marketing insights more challenging, says Reckitt’s George Papadopoulos.
Saga invests in expanded customer insight capabilities as losses narrow
Niamh CarrollHaving laid the foundations for growth through increased investment in marketing and insight, Saga is on a mission to become a ‘superbrand’ for older consumers.
The five driving forces of FMCG consumer behaviour
Marketing Week PartnerConsumer research from GfK reveals how post-pandemic behavioural trends are playing out, and what marketers should do to adapt.