While third-party cookies will currently continue to exist, the reality is that a big proportion of the open web cannot be addressed by third-party cookies. In light of this, marketers are urged to pursue other ways of targeting and measuring to prepare for a low-cookie world. This chapter explores different data types and collection methods, […]
Nataly Kelly is Chief Marketing Officer at consumer insights platform Zappi, which helps B2C brands with their advertising research and innovation. We caught up with Kelly to ask about the changing nature of market research; any brand doing ad testing ad hoc “will miss out on the latest opportunities to leverage AI for consumer insights,” […]
“A lot of people, for a long time, have been talking the talk but perhaps not walking the walk,” said Burns, CEO at design and innovation company Magnetic, highlighting the importance of customer insight and experience design.
Data holds the key to unlocking myriad valuable customer insights, enabling marketers to enhance various marketing tactics and strategies, make more informed decisions and ultimately connect with consumers on a more meaningful level. Gaining a deep understanding of customers The survey findings from Econsultancy’s 2021 Digital Trends Report, created in partnership with Adobe, demonstrated how […]
Angharad Exley, Senior Marketing Manager at Pasta Evangelists, discusses the brand’s personalisation journey, including their approach to email and discounting.
In the midst of a mounting cost of living crisis, consumers are more aware of their financial wellbeing than ever – making straightforward, accessible financial services absolutely paramount. According to research conducted by Legal & General, also known as L&G, 75% of its customer base expect 10 specific top tasks to be simple, intuitive, and […]
Market research provides vital insight into customer behaviour. This best practice guide defines a framework for conducting market research and demonstrates how data can be turned into insight, and then into action.
Steve Phillips is the founder and CEO of consumer insights platform Zappi. I recently caught up with with Steve to find out about his day-to-day work. He explains Zappi’s B-corp status, its company culture, and the increased digitisation of the market research industry. Tell us about your role – what does a typical day look […]
There’s plenty of enthusiasm from the world of business and technology about the prospect of the metaverse. But how well does this match up with what consumers are feeling?
At Econsultancy Live: CX 2022, Specsavers Group CRM and Analytics Director Tina Christison sat down with Econsultancy’s Steffan Aquarone to share how Specsavers’ approach to the customer has evolved.
The knowledge management solution’s CEO and founder tells us more about his SaaS business and what it does for market research and insights.
This quick guide examines the different types of segmentation that can be used to group audiences and customers, explaining the key benefits and challenges of each approach and how personas can be used to bring segmentations to life.