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Read now:65% of marketers fail to meet basic knowledge benchmark, reveals Ipsos study
In a landmark study from Ipsos, trained marketers outshine their self-taught counterparts in every category
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Read now:“How to build better agency partnerships” – according to experts on both sides
From CMOs to agency consultants, marketing leaders on both sides of the fence share their view on getting the best out of client-agency partnerships
Is imperfect market research better than no market research?
Usually, yes. Learn why the goal of market research is never perfection – and why that ...
Quant vs qual is a rookie debate. Smart marketers use both
What marketers should be asking is: “what am I trying to understand, and which ...
What are category entry points?
Category entry points (CEPs) focus on the buyer – not the brand. But marketers can ...
Synthetic data is as good as real – next comes synthetic strategy
AI customers can now deliver a 95% match to real survey results, which will ultimately ...
Only crap marketers mistake stereotypes for segments
The ASA’s research into harmful gender stereotypes is spot-on, but why do marketers ...
Ethnography beats focus groups hands-down, but they still serve a purpose
Focus groups are a bone of contention, as a Twitter debate featuring Professor Byron ...
Badly designed surveys don’t promote sustainability, they harm it
Brands love reported data that shows people care about sustainable consumption, but these ...
Synthetic data is suddenly making very real ripples
Ready for the era of synthetic data? The implications for strategy and execution could be ...
Brand diagnosis is the brand manager’s first job, so prioritise it
Marketers have lost sight of proper research into what drives brand successes and ...
