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
Björn Darko, VP of product at Searchmetrics, explains the power of search data, which some brands are exploring, and how it can be added to your market research armoury to support insight and decision making
The insurance comparison market is a colourful, competitive place full of larger-than-life marketing characters, from opera-singing men to catchphrase-uttering meerkats, all of them vying for consumer attention and recall. From 2016 to 2017, Confused.com also had its own memorable character in the form of James Corden, who was the face of the brand’s ‘Drivers Win’ […]
A robust, data-driven ecommerce strategy has become ever more crucial to brands over the past decade as they try to navigate a market that is turning increasingly to digital channels.
Jacob Colman, Strategist at M&C Saatchi, addresses the challenges that marketers face in gathering human insights in a post-Covid world.
At Day Three of the Festival of Marketing 2020, IAB UK’s Chief Marketing Officer James Chandler sat down with Matthew Bushby, UK Marketing Director at Just Eat, aptly just around lunchtime, to talk TV advertising, digital brand-building, and the changes that Just Eat has observed in the nation’s ordering habits as a result of Covid-19 and the lockdown.
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.