Tactics
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Vouchers: reclaiming the market from the deal-chasers
Brands are at risk of being held to ransom by consumers unwilling to buy without a money-off deal. Does the solution lie in offering added-value incentives with a personal touch?
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Research and insight: endeavour to see how the customer sees
Five insight experts tell Lucy Handley their high points from last year and their plans for this - including coping with a budget squeeze - and the skill to getting better results from research
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Retail media: opportunity rises for online retail media
Debate is raging as to whether online retailers should build their websites around point-of-sale presence for partner brands or focus on their own communications.
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How new tech can deliver more consumer insight
New techniques are revealing valuable pieces in the puzzle of how consumers truly use and interact with brands rather than what they tell researchers.
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Free samples still best way to win friends
As more brands incorporate social media into their experiential campaigns, a study seen by Marketing Week reveals the free sample is still highly valued.
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Customer titles explore online engagement
As more brands move the readers of their print magazines down a digital route by providing exclusive online content, Jo Roberts asks if the writing is on the wall for hard copy titles.
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Join the dots to see the full insight picture
The role of the brand researcher is evolving into one that gathers data from diverse parts of the business and turns it into actionable insight to fulfil company objectives.
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Human face of brands receives an e-makeover
Field marketing may be an unrivalled way to get products into the hands of consumers, but our expert panel tells Lou Cooper that it must be an integral part of the marketing mix.Ross Webster: Managing director of sales, European markets, The Weather ChannelDermot Ryan: Joint director, electronic, ’cigarette’ brand E-LitesSarah Hurle: Customer marketing manager, UnileverAimee ...
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All roads to improvement start at insight
Whether it is Sky looking for differentiation, or More Than setting out to improve customer service, the mantra from all brands at our 1-2-1 Research Summit was ’insight’.
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Points of view put brands on the right lines
Market research specialists from big brands talk about what will be important this year, how they measure customer opinion and the growing use of social media. By Michael Barnett
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A mind's eye view reveals bigger picture
New research techniques can give brands deeper levels of consumer insight - but the 21st century tools must be used in conjunction with tried and tested methods.
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Extracting value from a wealth of raw online data
Social media has opened many new streams of information for brands, but technology is only valuable if it is married to solid research methodology.
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Gathering intelligence is the secret to success
Marketing Week’s roundtable, run in association with Communisis, gains insight into how brands can benefit from clever data marketing.
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Brands get to grips with the art of design
As design makes an ever-greater impact on marketing programmes, six senior marketers share their views on the many ways it can help a build a brand.
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Getting all emotional can work wonders
Slowly but surely, the industry is learning how to measure emotional responses and use the results it gets to devise new marketing strategies.
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Brand image at forefront of innovation
Exclusive research by Marketing Week reveals agencies and their clients agree the impact of design on campaigns can only increase.
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PEER PANEL: Market research
With research the key to product development, six specialists in the sector answer questions posed by Marketing Week about the burning issues that face the discipline.
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Pushing boundaries in brand identities
More companies are using animations and interactive elements in their brand designs to engage ever-increasing audiences across the internet, mobile and print media. By Mike Exon
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Competitive co-operation finds favour
As clients demand greater cost efficiencies, market research agencies are setting a trend for pooling their resources. Morag Cuddeford-Jones reports
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Classification maps draw on group culture
As society continues to evolve, marketers are turning to a new generation of hi-tech consumer classification tools and market research methods to identify targets by groups rather than demographics.