An introduction to the basics of market research, providing an overview of the main tools and techniques available to address the most pressing marketing questions, and offering a starting point for marketers looking to establish a research strategy.
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
This best practice guide looks at the feedback economy, why it is important, and the challenges and opportunities it presents brands. It explains how marketers can capitalise on ratings and reviews, including how to unearth insights from customer feedback, diffuse any emerging crises and measure its effectiveness as a channel.
A best practice guide exploring the benefits and challenges of segmentation and personas, explaining why and how to use market segmentation, communication segmentation, customer segmentation and personas.
From the Blog
The Festival of Marketing is back once again in October, this time looking to ‘The Year Ahead’, with four jam-packed days of virtual content designed to provide marketers with a toolkit for success in 2022.
On day two of Festival of Marketing’s Fast Forward event, Wunderman Thompson’s Chief Strategy Officer, Sid McGrath, emphasised the increasing need to identify fractured brands in retail and the reasons why such fracturing is occurring. Perhaps most importantly, he shared his tips on how to make these brands whole again to deliver a first-class, coherent experience that will keep customers returning.
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.