System 1 and System 2 aren’t in competition – they are equal partners
Tim HoskinsIn an excerpt from their book, Tim Hoskins and Brett Townsend explore the development of qual research and why it shouldn’t be a choice between System 1 and System 2.
Why commission new research when you are already sitting on a treasure trove of insights?
Helen EdwardsMarketing’s most overlooked asset is the data already sitting in research studies, so take time to dig them out and review what you already know.
Marketoonist on idea killers
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
‘A different way of building brands’: Diageo on using AI to get closer to ‘real consumers’
Grace GollaschDiageo is using AI to better understand “real behaviour, not unintended”, which it is using to drive innovation.
Marketoonist on market research
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Remove the ‘drudge work’: How is AI changing market research?
Ian BurrellAI: Beyond the Hype. Generative AI has the ability to transform market research, removing menial, time-consuming tasks. But tools need to be briefed “rigorously and comprehensively”, and results must still be “validated and interpreted by qualified humans”.
McDonald’s on the insight that shifted its approach to trust
Niamh CarrollCampaigns designed to drive trust in the brand had traditionally centred around rational fact but with its most recent effort, McDonald’s decided humour could enable it to more effectively drive food quality perceptions.
Marketoonist on focus groups
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
‘Coming to mind is critical’: Top B2B marketers on research and category entry points
Michaela JeffersonIn the third installment of our series looking at what it takes to build B2B brands effectively, marketing leaders from KPMG, Vodafone Business and EY share their thoughts on research and category entry points.
Where are you on the rich/poor staircase? Let’s find out
Andrew TenzerResearch suggests most marketers grew up in a household where the highest earner was social grade AB – to better represent people of all walks of life the industry needs to diversify.
How Specsavers shocked consumers out of their ‘spectacle stasis’
Marketing Week ReportersThe optical retailer relied on research to help drive a 22.9% increase in sign-ups to its contact lens service.
Coca-Cola’s and Aldi’s Christmas ads ranked most effective of 2023
Chris SutcliffeWeeks after the first Christmas ad teasers launched on 1 November, data from System1 and Kantar reveals which are most effective.
How consistency helped Bumble diversify
Chris SutcliffeBumble’s VP EMEA and APAC marketing Naomi Walkland explains how the female-first dating app kept the brand focused on its core proposition even as it diversified into new products and territories.
Badly designed surveys don’t promote sustainability, they harm it
Mark RitsonBrands love reported data that shows people care about sustainable consumption, but these spurious findings just hold back real behaviour change.
Synthetic data is suddenly making very real ripples
Mark RitsonReady for the era of synthetic data? The implications for strategy and execution could be significant if marketers are willing to look long term.
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