Research suggests most marketers grew up in a household where the highest earner was social grade AB – to better represent people of all walks of life the industry needs to diversify.
The optical retailer relied on research to help drive a 22.9% increase in sign-ups to its contact lens service.
Weeks after the first Christmas ad teasers launched on 1 November, data from System1 and Kantar reveals which are most effective.
Bumble’s VP EMEA and APAC marketing Naomi Walkland explains how the female-first dating app kept the brand focused on its core proposition even as it diversified into new products and territories.
Brands love reported data that shows people care about sustainable consumption, but these spurious findings just hold back real behaviour change.
Ready for the era of synthetic data? The implications for strategy and execution could be significant if marketers are willing to look long term.
The latest GfK consumer confidence barometer has dire implications for UK marketers, as the British public seeks to save rather than spend.
Our State of Market Research series concludes with a look at what is to come in the field of market research. From the advent of new technology to an uncertain economic climate; it remains a fascinating and volatile industry.
Speaking at EffWorks, Magic Numbers and VCCP presented the case for challenger brands to be aggressive while consumers tighten their pursestrings.
In the next installment of our series looking at what it takes to build brands effectively, marketing leaders from Sage, Boots, Guinness and Yorkshire Tea – four of the five brands shortlisted for the coveted Brand of the Year prize at the Marketing Week Awards – share their thoughts on research and category entry points.
The latest instalment in our State of Market Research series looks at four times when market research has made a real difference to an organisation – and the lessons that can be learned from it.
Marketers too readily accept and share the findings of behavioural ‘science’, when they should be demanding the sources and challenging the contexts.
The gap between generational attitudes to advertising is widening, as differences in the media to which people are exposed growing up emerge.
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.