Stop selling creative disruption and start selling risk reduction
Jon LombardoMarketers, particularly in B2B brands, need to show CFOs that brand building is about limiting the business’s downside as much as generating upside.
‘Sweating the information harder’: How AI is making its mark on market research
Megan TatumFrom “pressure-testing” ideas to democratising insights, brands are balancing the benefits of using AI within market research with the need for human nuance.
Market research is a relationship that mustn’t falter in the age of change
Jane FrostMarketers are under increasing pressure to get more out of troves and troves of data – a strong relationship with insights has never been more important.
Brands need foresight, not just insight, to survive and grow
Andrew GeogheganA ‘frame, scan, plan’ approach gives marketers the necessary foresight to assess the threats and opportunities beyond their business’s 12-month plan.
Reality Check: Twitter and X are one and the same irrespective of how you feel about them
Ian MurrayMarketers are no strangers to rebrands – so why has the change from Twitter to X being so contentious in the marketing industry? It reveals a gap in thinking between consumers and marketers that is quite telling.
Bumble on how embedding AI into its qualitative research process boosted engagement
Josh StephensonBumble’s insights team found itself on the fringes of the big conversations – until it started using an AI tool to help it deliver some work quicker.
‘The customer is front and centre’: How insights got a seat at the table at Morrisons
Josh StephensonThe insights function at Morrisons has gone from “knocking on the door” to being a key partner, as the supermarket prioritises a customer-first mindset.
Marketoonist on market research pitfalls
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
YouGov on why its new brand positioning emphasises the ‘quality’ of its data
Josh StephensonYouGov hopes that its new brand positioning will bolster confidence in the brand and cement it as a leader in a changing field.
It’s time for brands to go beyond the platitudes of inclusion
Jane FrostBrands know they need to be more inclusive in their marketing – but so often stumble in application. Good, considered research can help change that.
Repressed men lead to supressed growth opportunities
Jane CunninghamMen are typically less open than women when it comes to sharing how they feel, but a better understanding of men’s needs could be key to unlocking a wealth of opportunity for brands.
PepsiCo’s Stephan Gans on how insights went ‘from silos to strategic powerhouse’
Josh StephensonThe development of PepsiCo’s digital insights tool – ADA – has freed up the insights team to work on answering the questions that really matter.
‘We are partners’: How Microsoft’s insight team built a stronger relationship with marketing
Josh StephensonInsights professionals are looking for marketers to be “advocates” for the profession which, in turn, will help them create stronger, better researched campaigns.
Five mistakes to avoid for genuine consumer feedback
Martha EspleySurveys are more than just questions; they’re opportunities to connect with your audience on a deeper level. Steer clear of these common pitfalls for dependable survey results and confident data-driven decisions.
The 10 reasons Marks & Spencer is the Brand of the Year
Mark RitsonTo celebrate the retailer being recognised as Marketing Week’s Brand of the Year, our branding columnist writes about its remarkable five-year transformation. This is not just a marketing column, it is a Marks & Spencer marketing column.