Market research, data strategy, remote working: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.
Market research budgets enjoy strongest boost in nine years as marketing spend slows
Michaela JeffersonOmicron, rising inflation and supply chain disruption have taken their toll on overall marketing budget growth, but spend on market research is on the rise.
How to create a winning brand strategy post-Covid
Marketing Week PartnerBrands need the right insights to devise a winning strategy that attracts and retains more customers – driving volume sales, premiumisation or both.
Three ways to convince rejecters of the value of your offer
Richard ShottonConfirmation bias makes it difficult to persuade people who don’t want to change, but experimental evidence shows three effective ways to overcome this.
Why marketers don’t need a big budget to produce effective market research
Marketing Week ReportersWith investment on a downwards trend, many brands are dealing with falling market research budgets. But marketing bosses at PepsiCo, Aviva and PZ Cussons believe expensive isn’t always better when it comes to producing quality insight.
Ritson’s top tips for small brands looking to make big plays
Marketing Week ReportersMark Ritson shares 10 hacks for smaller businesses looking to make the most of their marketing budget.
Data-centric tech and talent are essential for bold and rapid decisions
Peter FeldIn an open letter to the industry, GfK CEO Peter Feld explains why radical, evidence-led change is required to adapt to consumers’ shifting attitudes and behaviours.
Marketoonist on ratings and reviews
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
People want to shop green – what can brands and retailers do to help them?
Jeremy KingAttest research shows consumers want to shop sustainably, but brands and retailers need to offer good-quality and good-value products to help them make that choice.
‘Average audiences mean average results’: GSK on bringing diversity into market research
Michaela JeffersonMarketers are “setting themselves up to fail” if they rely on averages and don’t make an effort to include diverse communities in their marketing strategy from the beginning, says senior media director Jerry Daykin.
How Coca-Cola maintained ‘human-centric’ insight throughout the pandemic
Manny PhamCoca-Cola had young participants take part in a digital diary during lockdown to gauge consumer habits and ensure marketing activations remained relevant.
Market research budgets return to growth as marketing spend rises rapidly
Michaela JeffersonMain media advertising budgets saw the biggest boost over the third quarter of the year, as marketers report growing optimism about the prospects of their businesses.
‘Expensive isn’t always better’: How marketers can produce quality insight on a slim budget
Michaela JeffersonWith the right question, strategic investments, a range of methodologies and a “brilliant learning plan”, even those marketers with a small budget can produce effective and efficient research.
Marketers urged to bridge the ‘say-do’ gap
Michaela JeffersonThe contradictions between what consumers say they want and what they actually do represent an opportunity for marketers to help bridge the gap, says Dr Carol McNaughton Nicholls.
Convince consumers your product tastes good before you tell them it’s healthy
Richard ShottonConsumers’ enjoyment of food is influenced by what they see and know in advance, and while flavour-focused messages improve perceptions, health-based ones actually harm them.