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.
Ditching in-person focus groups is a mistake that will lead to weaker insights
Joe SmithDespite the convenience and reach of online research, don’t underestimate the enduring power of face-to-face focus groups to deliver insight and spontaneity.
Why one spirits brand ditched its ‘most distinctive’ asset
Niamh CarrollSuntory Global Spirits whiskey brand Basil Hayden saw sales and brand health metrics grow after it ditched its most recognisable asset, its “bib” label.
Brands should take more interest in bridging societal divisions, report suggests
Grace GollaschMarketers can use inclusive advertising to help drive progress in “healing divisions” while strengthening long-term brand building, according to a new report from Effie UK and Ipsos.
Marketoonist on sales-focused advertising
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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.
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