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.
Although the concept of ‘brand love’ was overused and went out of fashion, it remains an insightful way to consider consumers’ attitudes towards brands.
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.
Google might have an 80% share of the search market, but as the investigation by the US Department of Justice will no doubt show there are now many more ways people find information online.
Ofcom’s latest data yet again shows why TV should be at the top of most big brands’ media plans, yet some marketers insist on ignoring the facts. Here are the answers to their most common quibbles.
Focus groups are a bone of contention, as a Twitter debate featuring Professor Byron Sharp this week showed, but while they are flawed, they are still a quick and cheap route to useful insights.
A new report confirms media agency staff are nothing like the consumers they serve, but the bigger question is whether they and marketers are market-orientated enough to know this and let customer insight guide them.
Superbrands’ bogus methodology regularly turns up inexplicable and nonsensical ‘findings’. Here are my top 10 aberrations from this year’s Superbrands Consumer Top 20 ranking.
Psychographic segmentation has been out of favour for a while despite its obvious usefulness, but combining it with behavioural and addressable data creates a potent mix that could make targeting supremely effective.
Even if we smack our heads in frustration when consumers make stupid choices, there’s nothing worse than a marketer who wastes money ‘educating’ a market. Customers’ perceptions must become your reality.
Marketers can learn from the approach of Spectre director Sam Mendes – make time for the market, don’t rely on quant data and experience what your customers experience.
Once again CoolBrands has released its list of the ‘coolest brands’ in the UK and once again marketers should hang their heads in shame – and once again our branding correspondent loses the plot.
In an age of big data and real-time marketing it’s important for brand managers to remember that the best insights usually come from one person – the brand’s founder.
I have a client who I work for each year helping to run their global marketing training. We send 700 executives a super-sexy iPad Mini at the start of the year, which has uploaded on it case studies, readings and simulations that we will use to train them during the year.