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Marketing magazine interviewed marketing directors in four key sectors - automotive, leisure, food and insurance - to hear how they plan to spend their budgets as the economy improves.
What do the UK's foremost market research experts think about how brands can get the greatest insight? Read and listen to what they have to say in Marketing's series of essays and short films (via the links below) and see what happened when we brought them together for a roundtable discussion. Videos...
Calculating the return on investment of research activity is tricky, but there are ways in which those who commission research can make sure that the results lead to tangible benefits for a brand.
Broad samples may be more costly and time-consuming for researchers, but the results can bring a depth of insight that cheaper, more two-dimensional online surveys cannot come close to matching.
The web can be a cost-effective and efficient medium for information-gathering, but researchers must take steps to ensure that consumers can interact with surveys without getting bored.
Marketers must change their mindset if they are to reap the full potential of market research to gain the foresight that can help them to shape the future strategy of both their businesses and brands.
Changes affecting the media landscape mean the future is far from certain. However, an analysis of the forces at play shows how research can continue to help with the challenges that lie ahead.
A client round table earlier this year revealed the appetite among advertisers for research that brings together information from disparate sources, gathered using non-traditional methods.
Localism has become a primary consumer virtue these days, guiding many consumer attitudes, purchasing decisions, online innovations and public policy developments. In this trend summary, The Future Foundation explores the new dimensions of Localism and maps out key commercial implications for business...
With mobile apps like Foursquare and Vouchercloud providing incentives for us to spontaneously visit shops, restaurants and bars in our local vicinity, we explore how the Digital Revolution is seriously energising the appetite for local offers across a range of commercial sectors.
