1. Introduction Customer centricity is at the heart of any successful business today. Digital has empowered consumers in numerous ways, giving them greater choice and convenience when they shop, but also offering a platform for them to share their views at the touch of a button. There are a host of platforms enabling consumers to […]
Getting to Grips with Market Research and Insight - Best Practice Guide
This report identifies common marketing and business problems that research can help solve and provides a practical introduction to the main research tools, techniques and methodologies that can drive faster customer-centric decision-making.
Research, Trends and Best Practice
1. Introduction Marketers have always sought to find the most relevant buyers for their products. In the 1950s, this concept took a step forward when Wendell Smith published an award-winning article in the Journal of Marketing on product differentiation and market segmentation. This article put segmentations on the map for marketers, and soon market segmentations […]
From the Blog
Michele Morelli is Senior Vice President of Global Marketing Strategy at Toluna, a market research company. We spoke with Morelli about her day-to-day working life, and how it has been impacted by Covid-19.
With digital advertising spend set to overtake traditional for the first time this year, there is no longer any debate on where the future of advertising lies. But many large advertisers are yet to transform their approach, being still beholden to an old model of media buying. This means they lack access to advertising data, […]
The insight industry has a golden opportunity to step up and provide leadership for business in the current climate, but first the industry itself needs an overhaul if it’s to help others.
Covid-19 has forced most consumers worldwide to change their habits and behaviors and to rely on online solutions for things usually done face to face. Brands that are providing their customers with easy, enjoyable and seamless online experiences during the crisis are likely to benefit from these forced behavior changes post Covid-19. If you want […]
The COVID-19 coronavirus pandemic may be wreaking havoc through our healthcare systems, financial markets, social structures and daily lives. But it’s also leading to a massive and abrupt surge in digitalisation as consumers, families and communities take up digital services and form new habits to lead their lives and stay in touch online.
Supermarket brand Sainsbury’s has just unveiled a new type of concept store in Mansion House, London with an emphasis on sustainability, customer centricity and hyperlocal purchasing habits.