Subscriber Exclusive 
Don’t get ‘bamboozled’: Marketers on the best approach to research and category entry points
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 role of research is vital when it comes to understanding consumers, seeing how marketing efforts are moving the dial and identifying opportunities for growth. All crucial when it comes to building brands.
Likewise, successful brands need to think about how to attract consumers and ensure they are front of mind when it comes to purchase.
