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.
Leading questions and researcher bias have fuelled the social purpose orthodoxy, which marketers are only now acknowledging has no basis in evidence.
Although the concept of ‘brand love’ was overused and went out of fashion, it remains an insightful way to consider consumers’ attitudes towards brands.
Data shows that consumers are more willing than they claim to share personal information when engaging with gamified marketing.
The 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.
Experiments show the framing of language used to describe products influences how consumers perceive them and their propensity to purchase.
With 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?