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.
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.
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.
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.