Marketers 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.
Your choice of media channel mix signals more about the quality perceptions of your brand than you might imagine.
Demographics are sometimes unfairly demonised but that’s because marketers aren’t using them correctly, argue Everyday People’s Ian Murray and Andrew Tenzer.
In the first of a monthly insight column, Reality Check, insight specialists Andrew Tenzer and Ian Murray of Everyday People argue that Aldi has found success by avoiding the ‘flim flam’ of unnecessary entry points.
Despite the name, social media makes people less connected with their communities. Brands should focus more on bringing them together in the real world.
Marketers may like to be believe they can identify with a wide range of people but, in reality, they are as likely to be led by their biases as anyone else.
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.
Marketers pay less attention to where ads are seen than their customers do, which is making them indifferent to unsuitable environments.
Young marketers lack the historical perspective needed to understand culture, being indoctrinated in the Thatcherite concept of the consumer society.
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.
When it comes to estimating the values and aspirations of mainstream audiences, marketers based outside London get it just as wrong as marketers based in the capital.
Focusing on the cost crisis will only increase anxiety among your target customers. Brands are far better off highlighting their quality and reliability in times of uncertainty.
Leading questions and researcher bias have fuelled the social purpose orthodoxy, which marketers are only now acknowledging has no basis in evidence.
The marketing profession is awash with more research than ever, but how do you tell good from bad? Here are three basic questions to ask yourself.