A couple of stories prompted this week’s blog post… The first one is a brilliant anecdote about two retailers. Retailer 1 one spends astonishing of amounts of money on its store location strategy; analysing many streams of data to find
So, you need a segmentation? Aside from the philosophical arguments from those such as Byron Sharp and Mark Ritson around whether marketing should target specific audiences or build brands via mass appeal, many organisations find it useful to create a
Throughout my near 20 years of working in research, there have been two moments where I have faced genuine embarrassment. The first was as I embarked upon the Grad training scheme at BMRB and happily told my friends what an
The BBC has very recently announced its new Children’s strategy which looks set to deliver an increase in investment in this area with an added focus for online delivery. *Applause* for the BBC for making what looks like a bold move. TV consumption among
Here is an interesting question for you. Whether you work in sales, marketing, media, content creation, product development, distribution, operations (or wherever), businesses and organisations have audiences. For most of them, one of the most crucial audiences is the consumer.
Populism: “a political strategy based on a calculated appeal to the interests or prejudices of ordinary people“ (one of the definitions of ‘populism’ from Dictionary.com). A little under two weeks into the new US Presidency and the world already appears to have
I’ll be honest up-front, the opinions expressed in this post are largely based on my personal preference (albeit with a very healthy dollop of common sense and some peer group thinking). People, it’s time to get rid of survey grids.
So much has already been written and will be written about Netflix… its success since launching a streaming service 10 years ago, its strong share price, its ability to leverage global audiences through content, its $6bn budget, its short-comings as a
The Insight industry is in rude health – at the time of writing there are 36,037 people on Linkedin with the word “insight” in their job title [UPDATE Jan 2017 – this is now 49k]. That’s enough to fill the
Not the one about any-colour-as-long-as-it’s-black but the ‘other’ famous quote from Henry Ford… “If I had asked people what they wanted, they would have said faster horses” …is often used as a way of knocking consumer research and for many