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.
In 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.
Marketing’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.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Diageo is using AI to better understand “real behaviour, not unintended”, which it is using to drive innovation.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
AI: 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”.
Campaigns 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.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
In 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.
Research 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.
The optical retailer relied on research to help drive a 22.9% increase in sign-ups to its contact lens service.
Weeks after the first Christmas ad teasers launched on 1 November, data from System1 and Kantar reveals which are most effective.
Bumble’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.
Brands love reported data that shows people care about sustainable consumption, but these spurious findings just hold back real behaviour change.
Ready 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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