According to data shared exclusively with Marketing Week, net spend on market research has been negative for the best part of a decade with some businesses turning to data and cheaper research sources. In the first part of a series looking at the use of market research by brands, we explore what sits behind the shift and some of the consequences.
Many are talking of the ways AI will rip up the rulebook on creativity, but for B2B the biggest disruption AI will cause is to diagnosis.
In conversation with Papa John’s vice-president of marketing and Paperchase’s chief digital officer, Tenzer lamented the “increasingly commoditised” nature of the market research industry.
Quant is becoming increasingly unfashionable and misunderstood, but used properly it can provide a deep and statistically representative understanding of society, something that qual on its own isn’t able to do.
TikTok is working with ParalympicsGB to raise awareness of the games and inspire future athletes by reaching new audiences.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the growth of Guinness 0.0 and the marketing strategy that has driven its success to Nuby becoming the first baby brand to secure a title sponsorship in English football, it’s been a busy week. Here is my take.
Simon Groves joins Barclays after almost 25 years working at O2, and will report into former O2 colleague Nina Bibby at the bank.
CMO of Warner Hotels, David Murdin, worked at big brands including British Airways and Sky before moving into general management at Costa and Debenhams. And while the experience was crucial in making him a more rounded leader his passion for brands has ultimately seen him return to marketing.