As the Mirror revamps its brand for the first time in eight years, director of insight and brand strategy Andrew Tenzer explains why adding strategy to his remit was a “natural evolution” of his role.
Danone uses social listening to get a deeper of understanding of what really matters to people, which has become all the more important since the onset of the pandemic.
Getting a handle on existing brand awareness made launching into three new UK regions cheaper and more effective.
Focus groups are “incredibly unhelpful” in the market research mix, according to Santander UK chief customer and analytics officer Saj Arshad, who believes new methodologies are proving to be more effective.
People value something more if they have options to choose from but too much choice hampers decision-making, especially if it’s hard to differentiate.
Research and innovation have been key to Peperami’s growth strategy as the brand launches a campaign featuring Rio Ferdinand to showcase its revamped look and new products.
Customer director Claire Pointon outlines marketing’s role in John Lewis’s revamped business strategy, which includes a new pricing architecture, “reimagined” high street stores, and bringing the Waitrose and John Lewis partnership closer together.
Several of this month’s biggest winners on YouGov’s BrandIndex metrics launched new products – but will the sales boost be long-term?
New consumer research shows TikTok is a hotbed for brand discovery – find out how your brand can get in on the act.
Avon is using a test and learn approach to attract a younger team of representatives as it continues on its digital transformation journey.
The last 12 months have seen significant changes in consumer behaviour due to the pressures of Covid-19. Here are some of the most important for marketers.
With outdoor dining resuming in April, restaurant brands’ media, brand and purchase metrics all appear to have benefited from consumer anticipation.
Covid has forced an overhaul of research tools and approaches, making them quicker, more accessible and more focused on both long- and short-term KPIs.
The latest IPA Bellwether data anticipates particularly strong growth in main media advertising over the coming year, suggesting marketers are plotting a return to brand building.
M&S wants to show consumers how far it goes to ensure food is sourced ethically and responsibly, with its latest campaign based on insights gleaned from social media.