The State of Market Research series continues with an examination of the role internal data has played in the seemingly diminishing position of market research. Is internal data a cheap effective resource or is it leading brands to false conclusions?
Marketing Week’s exploration of the state of market research continues as we explore whether marketers put too much stock into quantitative research and the occasions when it is used to poor effect.
In the second part of our series on market research, we explore if spending 5% of your budget on market research still holds true in challenging economic times – and the consequences if you ignore it.
Luxury brands have always used packaging as an effective way to showcase their quality to the consumer, but with stricter regulations from the EU on the way this is all set to change.
Co-op is hot on the heels of Sainsbury’s, which introduced Nectar Prices last week, and Tesco, the first brand to launch exclusive prices for loyalty card holders.
ITV’s marketing push behind ITVX appears to be paying off, as YouGov BrandIndex data reveals a dramatic improvement in consideration since it replaced ITV Hub.
A combination of experimentation, econometrics and short-term digital attribution has been referred to as the ‘golden trinity’ when it comes to measuring effectiveness, but is it the answer all brands have been looking for?
From assigning tasks and lines of report to finding the right time for training and the need to go back to basics, there are many things brands must bear in mind when taking on an apprentice.
As new channels emerge the opportunities for brands multiplies, but with control over place diminishing, what can marketers do to reclaim influence over this often forgotten P?
If marketers are to reclaim their influence over the product in the 4Ps, how do they get the best out of their relationships with design agencies?
A cornerstone of the 4Ps, has product fallen out of marketing’s control or does the level of influence depend on the scale of the brand?
Attracted by their curiosity and intrinsic knowledge of digital transformation, brands are ramping up their interest in appointing marketers as non-executive directors.
Far from regretting returning to a previous employer, many ‘boomerang employees’ are finding renewed energy and motivation in making a comeback.
Patience, open communication and human contact are crucial when navigating price changes in the B2B world, particularly in the current climate.
Is the definition between B2C and B2B becoming obsolete? Consumer marketers who have made the move into business reflect on why the two sectors are more alike than many think.
As the economy continues to hang in the balance, should brands focus on growing their appeal to new consumers or rewarding existing customers?