Would a Patagonian toothfish by any other name taste as sweet?
Richard ShottonExperiments show the framing of language used to describe products influences how consumers perceive them and their propensity to purchase.
Marketers and media: Is fragmentation causing a confidence crisis?
Matthew ValentineWith 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?
If you don’t invest 5% of your budget in research, you don’t know what you’re doing
Mark RitsonThe BBC’s decision to invest heavily in research should be celebrated by us all and noted by marketers. Investing 5% of your budget in market research is not superfluous, it’s key to understanding customers, serving them better and growing your business.
Brands ‘gearing up for growth’ as marketing budgets hit eight year high
Niamh CarrollBrands are spending more on marketing as the end of the pandemic increases confidence, but there are clouds on the horizon as pressures from the Ukraine war and inflation mount.
The ‘boom moment’: How to uncover new brand stories through customer insight
Marketing Week PartnerCustomer research can help brands find new narratives that drive engagement, leads and sales, as delegates heard at the Festival of Marketing.
Reckitt: The role of insight is more difficult than ever
Charlotte RogersA combination of complex consumers, zero-based budgeting and stretched teams is making the role of consumer and marketing insights more challenging, says Reckitt’s George Papadopoulos.
Saga invests in expanded customer insight capabilities as losses narrow
Niamh CarrollHaving laid the foundations for growth through increased investment in marketing and insight, Saga is on a mission to become a ‘superbrand’ for older consumers.
The five driving forces of FMCG consumer behaviour
Marketing Week PartnerConsumer research from GfK reveals how post-pandemic behavioural trends are playing out, and what marketers should do to adapt.
How Boots balances creativity and science to drive effectiveness
Michaela JeffersonUsing new tools to optimise campaigns before launch and taking a “brave” approach to driving progress have helped Boots CMO Pete Markey produce more effective advertising.
For product claims, three is the magic number
Richard ShottonExperiments show making just one claim makes that message more effective, but three is the optimum number for driving product preference.
The three questions KFC asks to achieve ‘something special’
Marketing Week ReportersManaging director of Marketing Week’s 2021 Brand of the Year, Paula MacKenzie outlines why strategic, undeniable and fame-generating ideas help KFC attain higher levels of creativity.
Brands on the rationale behind the market research renaissance
Megan TatumAs market research budgets enjoy their strongest performance since 2013, marketers discuss what the Covid-fuelled reinvestment means for brands.
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.