Political polls have been wide of the mark in numerous elections around the world in the past 12 months, posing the question of whether surveys can be trusted any more, and if so, how brands can ensure market research results are relevant and reliable.
Small companies can benefit just as much as big conglomerates from gaining insight into their customers and marketplaces when rolling out new ideas. Although market research sounds expensive, there are ways to achieve valuable knowledge without a huge outlay.
I went to see the doctor the other day. As usual, she got me to fill in a form about my weekly alcohol consumption. And as usual, I lied. Well, I didn’t lie as such. I ticked the box immediately to the left of the one I should have.
Is personalisation still relevant, or even achievable, in a post-cookie world? Perhaps, if marketers are willing to lean in closer to consumers, suggests GSK’s Jerry Daykin.
Two years ago, the travel agency was front and centre in the news as it slowly crumbled under the crushing weight of its own debt. Now the brand is back on the market, rebuilding online with a new proposition.
With the right question, strategic investments, a range of methodologies and a “brilliant learning plan”, even those marketers with a small budget can produce effective and efficient research.
Marketers need to stop showing off and start knuckling down to help address sustainability targets, according to top marketers Danone, Asahi and Credit Suisse.