Gillette, Lego and Coca-Cola are among the big brands using crowdfunding as a means of increasing the speed and reducing the risk of innovation, while getting rare direct access to consumer data and feedback.
The coffee giant is trying to bring its marketing and product development closer together so it can jump on trends faster and get better insight on what resonates.
PepsiCo is taking a “systemic approach” to insight that positions it as a driving force within the business and enables it to continually learn and grow each year.
Focus groups are a bone of contention, as a Twitter debate featuring Professor Byron Sharp this week showed, but while they are flawed, they are still a quick and cheap route to useful insights.
Unilever is aiming to “minimise grunt work” and maximise creativity as it embraces tech to streamline innovation feedback.
Consumers have a dizzying array of choice when making purchase decisions and they often use these unconscious cognitive processes to simplify the task, so brands should adapt their marketing accordingly.
Stream this webinar on-demand to find how key trends around technology, media consumption and trust will impact your activity.
There are five key ways for brands to grow and disrupt a category, none of which begin with data or technology.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Attitudes towards meat eating are changing consumers’ dietary habits, with consumers making more conscious choices, according to new research by YouGov.
Customers expect more natural communications from brands today, with marketers having the challenge of creating a personal connection, increasingly through the use of automation.
The latest opinion on the world of marketing, brand strategy and communications from award-winning columnist, marketing professor and marketing consultant Mark Ritson.
Market research companies need to make the most of machine learning to devise research methods that adapt to consumers’ changing digital habits and attention spans.
Nike is not the first brand to take a stand on social issues but its campaign featuring American footballer and anti-racism campaigner Colin Kaepernick is one of the most divisive, and new research suggests the strategy could be effective.
Increasing satisfaction doesn’t always require costly service improvements – sometimes shifting expectations is equally effective for much less investment.
New research from YouGov examines whether it’s riskier for brands to speak up on important social and political matters, or to stay silent.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Too many marketers are asking for data that’s easy to measure and KPIs that are simple to track, rather than really listening to customers and understanding their wants and needs.
Channel 4’s research claiming consumers want purpose-driven ads is the latest flimsy attempt to bolster a morally bankrupt concept that simply covers over corporate indiscretions.
It’s often hard to look at trends objectively if you’re living through them, but marketers have got to ask themselves whether what they know today will be proven false tomorrow.