If you are selling diapers (nappies we call them in the UK) you should target parents with babies. If you’re selling razors, target people who shave. This is common sense. Or is it? An article in the Financial Times last week caught our eye bec...
During a briefing by academics at the London School of economics, the Queen of England asked a very nasty question about the credit crunch – “why did nobody notice it?”. One or two people since have put their hands up and said that they had pre...
If you opened the Financial Times this weekend, on page 3, the slot reserved for beautiful women in the Sun and the Mirror, you would have seen the above advert. For those of us in marketing this sepia image is just as arresting as bare bosoms. Here ...
Three years ago, an interesting experiment was carried out by Guy Mayraz, an economist at the University of Melbourne. He divided students into two groups. He told one group to imagine they are bakers and the other group to imagine they are farmers. ...
Selling has never been regarded as a profession – at least it’s never been thought of as a profession in the same way as architects, doctors or engineers are seen as professions. It is associated with the Avon lady, the Fuller Brush Company o...
Everybody’s at it aren’t they? Infographics that is. And quite rightly so. We market researchers need to synthesise data. Our clients constantly berate us for the 150 page deck of findings. They want simple, clear presentations in as shor...
We all think that there is not much more to say on how and why brands grow. It is all about getting a good product or service, deciding who it should be aimed at, fixing a price that makes a decent profit and is attractive to the market, targeting th...
A significant number of changes have happened to the market research industry over the last few years. These include increased automation and digitisation of surveys, commoditisation of traditional research methods, and further consolidation of resea...
Effective storytelling is crucial if you want your marketing to be successful. A big problem for many brands is how to tell stories that engage and resonate with their audience. As marketers are all too aware, it’s getting more and more difficult t...
The customer should be at the heart of your marketing. To keep your finger on the pulse of ever-changing customer needs, the voice of the customer must be listened to and taken into consideration by everyone from top to bottom. Is your company lookin...
