According to data shared exclusively with Marketing Week, net spend on market research has been negative for the best part of a decade with some businesses turning to data and cheaper research sources. In the first part of a series looking at the use of market research by brands, we explore what sits behind the shift and some of the consequences.
Many are talking of the ways AI will rip up the rulebook on creativity, but for B2B the biggest disruption AI will cause is to diagnosis.
In conversation with Papa John’s vice-president of marketing and Paperchase’s chief digital officer, Tenzer lamented the “increasingly commoditised” nature of the market research industry.
Quant is becoming increasingly unfashionable and misunderstood, but used properly it can provide a deep and statistically representative understanding of society, something that qual on its own isn’t able to do.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
The Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.
The broadcaster’s CMO Penny Brough exclusively tells Marketing Week the inside story about why it felt the need to make the change to U, the research that underpinned it and what it hopes it will achieve.
Marketing Week is proud to name HSBC’s Ucheora Obi-Wheeler as one of our inaugural Future Marketing Leaders, sponsored by Digitas.