Coca-Cola’s and Aldi’s Christmas ads ranked most effective of 2023
Chris SutcliffeWeeks after the first Christmas ad teasers launched on 1 November, data from System1 and Kantar reveals which are most effective.
How consistency helped Bumble diversify
Chris SutcliffeBumble’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.
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Badly designed surveys don’t promote sustainability, they harm it
Mark RitsonBrands love reported data that shows people care about sustainable consumption, but these spurious findings just hold back real behaviour change.
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Synthetic data is suddenly making very real ripples
Mark RitsonReady for the era of synthetic data? The implications for strategy and execution could be significant if marketers are willing to look long term.
‘Bad news for marketers’: Consumer confidence falls across the board as UK economy stalls
Chris SutcliffeThe latest GfK consumer confidence barometer has dire implications for UK marketers, as the British public seeks to save rather than spend.
What does the future hold for market research?
Matthew ValentineOur 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.
Economic uncertainty gives challengers a ‘rare opportunity’ to ‘break in’ to categories, research finds
Chris SutcliffeSpeaking at EffWorks, Magic Numbers and VCCP presented the case for challenger brands to be aggressive while consumers tighten their pursestrings.
Don’t get ‘bamboozled’: Marketers on the best approach to research and category entry points
Michaela JeffersonIn 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.
Four brands on the benefits market research brought to their business
Josh StephensonThe 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.
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Scientific findings should be replicated somewhere other than PowerPoint
Helen EdwardsMarketers too readily accept and share the findings of behavioural ‘science’, when they should be demanding the sources and challenging the contexts.
Report reveals generational divide in trust around advertising
Chris SutcliffeThe gap between generational attitudes to advertising is widening, as differences in the media to which people are exposed growing up emerge.
‘You can be blinded’: The perils of falling into the data trap
Matthew ValentineThe 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?
‘The 101 of research’: Are brands using quant correctly?
Matthew ValentineMarketing 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.
‘A numbers game’: What does qualitative research look like in 2023?
Ian BurrellOur market research series continues with a look at why marketers are moving away from qualitative research – and what the common pitfalls are that have led to its decline.
‘You can’t do your job without it’: Why protecting research budgets matters
Matthew ValentineIn the second part of our series on market research, we explore if spending 5% of your budget on market research still holds true in challenging economic times – and the consequences if you ignore it.