Blog Post by Peter Sumpton
Peter Sumpton11 min read
What a gap in marketing skills actually costs your business
A marketing capability gap becomes commercially significant when it weakens the quality, ...
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Peter Sumpton4 min read
Segmentation: how to divide a market in a way that actually helps
Segmentation is one of the most misunderstood parts of marketing strategy. Too often, it ...
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Peter Sumpton3 min read
The hardest part of market research is not collecting data. It is analysing it properly
Market research gives marketers one of their most valuable assets: evidence. But evidence ...
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Peter Sumpton12 min read
Training in marketing makes you a better marketer. Comparing the routes to becoming a better marketer.
Despite unprecedented access to tools, data and platforms, too many marketers still lack ...
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Peter Sumpton8 min read
What is backwards research? The framework that stops marketing research from becoming expensive decoration
Once you have the results from your market research, what are you going to do with them? ...
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Peter Sumpton3 min read
Where AI market research could go next
Most current conversations about AI in market research focus on efficiency. Faster ...
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Peter Sumpton3 min read
More than half of marketers don't know what media neutrality means
When measurable channels mislead decisions, media neutrality is the answer – but ...
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Peter Sumpton8 min read
Ethnography: stop hiding behind the numbers
While numbers offer safety and scalability, they don't tell the full story. Discover why ...
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Peter Sumpton4 min read
Listen, audio is your secret weapon when it comes to ESOV
Don’t overlook audio as part of your media mix. Used well, it doesn't just add reach – it ...
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