Reality Check: Consider your media mix if you want to drive pricing power
Andrew TenzerYour choice of media channel mix signals more about the quality perceptions of your brand than you might imagine.
Reality Check: Find demographic differences that make a real difference
Andrew TenzerDemographics are sometimes unfairly demonised but that’s because marketers aren’t using them correctly, argue Everyday People’s Ian Murray and Andrew Tenzer.
Reality Check: How Aldi owns the entry points that matter to win
Andrew TenzerIn 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.
Brands focusing on ‘social’ media are making us more antisocial
Andrew TenzerDespite the name, social media makes people less connected with their communities. Brands should focus more on bringing them together in the real world.
Marketers need to accept they are no more empathetic than anyone else
Andrew TenzerMarketers 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.
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.
Brands should care more about where their ads appear
Andrew TenzerMarketers pay less attention to where ads are seen than their customers do, which is making them indifferent to unsuitable environments.
Marketing is hindered by its individualistic, neoliberal worldview
Andrew TenzerYoung marketers lack the historical perspective needed to understand culture, being indoctrinated in the Thatcherite concept of the consumer society.
Quant research is every bit as powerful as good qual
Andrew TenzerQuant 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.
The London bubble is a misnomer, the real bubble is the culture of marketing
Andrew TenzerWhen 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.
Cost of living crisis: Why it’s better for brands to say nothing at all
Andrew TenzerFocusing 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.
How bad research underpins the social purpose marketing debate
Andrew TenzerLeading questions and researcher bias have fuelled the social purpose orthodoxy, which marketers are only now acknowledging has no basis in evidence.
Three tips to help you spot bad research
Andrew TenzerThe 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.