Les Binet and Peter Field’s research has gained fame by showing the need to balance long- and short-term marketing, and while criticisms of their methods are fair, their conclusions still appear to be valid.
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.
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.
New research from YouGov and the7stars investigates what triggers nostalgia and how it influences their buying behaviour.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The Marketing Week Explores podcast has a brand new format. This month we look at why brands are failing to get the most from customer insight and discuss whether the ASA’s gender rules have gone too far.
By looking at more than one million comments about mascara online, the beauty giant was able to come up with what it believes is the ultimate product.
When it comes to customer insight, all to often marketers go in knowing what they want the answer to be, but becoming a better questioner is a skill that can be learnt.
Direct-to-consumer brand Beauty Pie layers data with psychology and qualitative research to gain the rich user insights that power its subscription model.
HelloFresh believes it is in a strong position when it comes to consumer insight as it has direct relationships with its customers.
Before climbing up the benefits ladder marketers need to focus on getting the simple things right.
Marketers often talk about their desire to be more customer-centric, but it won’t be achieved by cutting corners. Brands must invest both time and money to get it right.
With investment in customer research on the decline, marketers are not addressing the basics, let alone testing new techniques like behavioural science, which means brands are missing what consumers want.
The ‘Prius effect’ demonstrates the importance of distinctiveness – products need to fit the narrative of a consumer’s self-image.
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.
