‘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.
‘Bad news for marketers’: Consumer confidence falls across the board as UK economy stalls
Chris SutcliffeThe latest GfK consumer confidence barometer has dire implications for UK marketers, as the British public seeks to save rather than spend.
What does the future hold for market research?
Matthew ValentineOur State of Market Research series concludes with a look at what is to come in the field of market research. From the advent of new technology to an uncertain economic climate; it remains a fascinating and volatile industry.
Economic uncertainty gives challengers a ‘rare opportunity’ to ‘break in’ to categories, research finds
Chris SutcliffeSpeaking at EffWorks, Magic Numbers and VCCP presented the case for challenger brands to be aggressive while consumers tighten their pursestrings.