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.
Experiments show the framing of language used to describe products influences how consumers perceive them and their propensity to purchase.
With 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?
The 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 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.
Customer research can help brands find new narratives that drive engagement, leads and sales, as delegates heard at the Festival of Marketing.
A 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.
Having laid the foundations for growth through increased investment in marketing and insight, Saga is on a mission to become a ‘superbrand’ for older consumers.
Consumer research from GfK reveals how post-pandemic behavioural trends are playing out, and what marketers should do to adapt.
Using 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.
Experiments show making just one claim makes that message more effective, but three is the optimum number for driving product preference.
Managing 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.
As market research budgets enjoy their strongest performance since 2013, marketers discuss what the Covid-fuelled reinvestment means for brands.
We arm you with all the numbers you need to tackle the week ahead.
Omicron, rising inflation and supply chain disruption have taken their toll on overall marketing budget growth, but spend on market research is on the rise.
Brands need the right insights to devise a winning strategy that attracts and retains more customers – driving volume sales, premiumisation or both.