The supermarket giant developed a ‘Happiness Platform’ to mine insights into British life, helping it curate a programme of “caring acts” designed to serve both brand and audience.
As online retailer Very launches this year’s spring campaign, new CMO Jessica Myers outlines the considerable insight behind it and how she plans to boost business growth.
Marketers and researchers should be given the freedom to test the waters with new ideas, the brand’s insight director argues – but their work has to be tied to business outcomes.
Brands must ensure marketers have time to use both data and human insight to build out a long-term strategy, research bosses at Coca-Cola and Philips argued on a panel today.
Research shows consumers make changes when landmark birthdays approach, but few brands target people based on these important ages.
Focusing on the cost crisis will only increase anxiety among your target customers. Brands are far better off highlighting their quality and reliability in times of uncertainty.
In conversation with Papa John’s vice-president of marketing and Paperchase’s chief digital officer, Tenzer lamented the “increasingly commoditised” nature of the market research industry.
After rethinking its approach to innovation and implementing a new pipeline, Durex is now able to develop product concepts quicker, cheaper, and with “greater confidence”.
Marketers often overlook how brand tracking surveys can be used to build fully permissioned data sets of exactly the kinds of consumers they want to reach.
Experiments show there are several effective ways to get research subjects to commit to being truthful, thus making their behaviour claims more reliable.
There’s ample evidence that longer dwell time on ads raises brand recall and choice, so ignore Byron Sharp’s claims that you shouldn’t pay for more attention.
Every research agency has a methodology it wants to sell, but here are five that marketers should consign to the scrap heap.
Using value curve analysis, mental health brand Spill pivoted its entire product and approach in just six days.
Experiments show being in a good mood makes consumers likely to pay more, so reaching them in positive contexts could make marketing more effective.
Unfiltered, unfettered conversations among real people reveal their values and priorities, so make your focus groups more spontaneous and less controlled.