Marketing’s New ROI Framework
March 11, 20144 min
Analytics have changed not just what marketers measure but how brands now appraise success.
NEW THINKING
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Brand Research - Page 7 of 13 - Branding Strategy Insider
The most successful brand research studies the habits of people who use your competitors and points to ways to affect their environment to get them to think about your brand as a choice. Most brand research does not consider this. The focus is on studying people’s actions and reactions, not habits. Explore the latest brand research techniques on Branding Strategy Insider.
The New Roles Of Marketers And Researchers
January 27, 20145 min
What is it, exactly, that brand marketers want to do? Maybe this question only makes sense to marketing researchers like me because to many researchers it seems that, increasingly, marketers want us to do their jobs. I’m not being critical. I’m just wondering what the role of brand marketers will become if, or more likely when, researchers step up to the biggest strategic roles that marketers fill today.
Triggering Brand Impressions And The Mind
September 18, 20133 min
For some time now I have been exploring the role of meaning in marketing. I think being perceived as meaningfully different is the origin of a brand being able to command a price premium.
Attacking Market Research
September 6, 20132 min
Neuroscientists, designers and authors all seem agreed on one thing: market research is pretty much useless. They all agree that new insights are required but, unfortunately for their credibility, they all offer a different means to that end. But why has market research become such a popular whipping boy?
The Enduring Value Of Random Sampling
August 6, 20138 min
There is a view in brand marketing research these days that random sampling is on its last legs. With tons of data in hand and real-time testing on the rise, many claim there is no need for random sampling anymore.