In a recessionary environment where budgets are under pressure, market research needs to “loosen up”, show how it fuels creativity and adopt the language of the C-suite, or risk being devalued by business.
Covid-19 has accelerated the shift to digital in the market research sector, but balance is needed to ensure brands retain the human touch.
With the coronavirus crisis causing marketers to pull back even further on market research expenditure, how can the sector rebound and stay relevant?
Brands that ignore the small signs customers are unhappy will soon feel the financial impacts if they don’t respond.
Google might have an 80% share of the search market, but as the investigation by the US Department of Justice will no doubt show there are now many more ways people find information online.
Skipton Building Society had to convince its own stakeholders of the value of brand investment to secure a budget for a successful campaign.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The Covid-19 pandemic has exposed the frailties of behavioural science and shown marketers are underestimating the significance of signs when it comes to understanding customer behaviour, Edwards argues.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
From creating a “work from anywhere policy” to building a new direct-to-consumer site in just three weeks, Coty is using Covid-19 to reset its business.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
In a bid to devise the best reopening strategies post-lockdown, brands are using behavioural insight to help them strike the right tone amid the collective trauma of Covid-19.
A famous old name turned its fortunes around and repositioned itself as the leading whisky brand thanks to clever targeting and content creation.
Join this webinar to find out how consumers’ interactions with the world around them are affecting brands’ roles in their lives.
As coronavirus causes shifts in consumer behaviour, we explore how brands can adapt to the opportunities and challenges of consumer research.