Education is when you read the fine print. Experience is what you get if you don’t. This quote from American folk singer and social activist Pete Seeger is broadly accepted wisdom when it comes to the importance of reading the subject matter thoroughly before signing on the dotted line. And yet, so many of us
How do the consumers that you’re looking to target with your marketing make decisions when it comes to buying? This is a key piece of insight for any brand and the foundation of successful interaction with those who could become your customers. However, it’s not always a straightforward question to answer. While there are plenty
Where does your brand stand on the issue of sustainable packaging? Much more so than sustainability in the supply chain or daily operations, eco packaging is now right at the heart of the brand resonance discussion. Consumers increasingly want to know whether product packaging is sustainable. It’s not just about the impact of packaging in
London Fashion Week’s Men’s takes place twice a year, several months before the womenswear fashion week events. While it doesn’t (yet) compete with London Fashion Week (LFW) in terms of international press attention and the swathe of famous faces in the FROWs of the main shows, it is winning on another very important front: authenticity.
Influencer marketing is becoming increasingly powerful. While it’s unlikely to replace social or content marketing (primarily because it requires both to thrive) it’s fast rising to the top of the talent pool as a way to get consumers to engage with a brand. From b2b technology sales, to Amazon marketing, influencers are being employed across
In 2011, Daniel Kahneman published Thinking, Fast and Slow, the book which has since been responsible for challenging the thinking of leading marketers worldwide and influencing billions of £s of marketing and corporate expenditure. The extraordinary fact is that this isn’t even primarily a marketing book – it’s a psychology book –described by many as
How can personality theories be leveraged in marketing? Personality theories have a long, rich history of engaging consumers, from the influence of Freud on 1960s advertising to the “Which Game of Thrones Character Are You?” quizzes on Buzzfeed. In marketing terms they work because they enable brands to better understand audiences, going beyond general shared
Do I really need to read an article on psychographics? Chances are, if you are a B2C or B2B marketer in the process of devising your brand’s marketing and communications strategy, or if you are a market researcher involved in brand and communications research, then this article is going to be for you. It will
The purpose of this article To be honest, there are already lots of articles out there that explore what it takes to be a great qualitative researcher. So why on earth do we need another one? The reason is that most of them just focus on the skills required to actually moderate qualitative research (usually
Great research creates great brands The ultimate purpose of market research is to minimise risk and maximise ROI, by ensuring the business has total clarity when making important decisions about its customers, brands or service delivery. Its not surprising then that most larger, B2B and B2C organisations have a market research budget that adds up