Marketers too readily accept and share the findings of behavioural ‘science’, when they should be demanding the sources and challenging the contexts.
The gap between generational attitudes to advertising is widening, as differences in the media to which people are exposed growing up emerge.
The State of Market Research series continues with an examination of the role internal data has played in the seemingly diminishing position of market research. Is internal data a cheap effective resource or is it leading brands to false conclusions?
Marketing Week’s exploration of the state of market research continues as we explore whether marketers put too much stock into quantitative research and the occasions when it is used to poor effect.
Our market research series continues with a look at why marketers are moving away from qualitative research – and what the common pitfalls are that have led to its decline.
In the second part of our series on market research, we explore if spending 5% of your budget on market research still holds true in challenging economic times – and the consequences if you ignore it.
According to data shared exclusively with Marketing Week, net spend on market research has been negative for the best part of a decade with some businesses turning to data and cheaper research sources. In the first part of a series looking at the use of market research by brands, we explore what sits behind the shift and some of the consequences.
Despite notable gains for cinema, search and display for 2023, and an upward revision for ad spend growth this year, the Advertising Association and WARC’s report paints a picture of an industry still struggling with economic conditions.
Quant is becoming increasingly unfashionable and misunderstood, but used properly it can provide a deep and statistically representative understanding of society, something that qual on its own isn’t able to do.
Many are talking of the ways AI will rip up the rulebook on creativity, but for B2B the biggest disruption AI will cause is to diagnosis.
The value of some types of qualitative research have come into question over the years but in a sea of quantitative data, Google’s Yonca Dervisoglu urges marketers not to overlook its importance.
Apple continues its reign as the world’s most valuable brand, according to Kantar’s BrandZ global top 100, but Amazon falls back to fourth.
Despite the challenging economic environment, a new report from Linkedin shows many B2B marketers are set for increased budgets, backed by finance peers who have greater faith in their ability to drive revenue.
Market research is a key tool in any marketer’s playbook. But when budgets are being squeezed can SMEs find new ways to make their research spend go further?
When it comes to estimating the values and aspirations of mainstream audiences, marketers based outside London get it just as wrong as marketers based in the capital.