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Fighting the casinofication of market research – more specifically the research users’ feeling of having only a 50% chance of gaining back their money invested in research – goes beyond the insights department. Increasing the return on insights is a company-wide challenge and responsibility. Yet in reality, CMI departments are often seen as separate silos, …
We live in an age where information is more accessible than ever before. In the past, information was a scarce resource and its accessibility was (p)reserved for those who knew the right people or were willing to pay for it. The ones that stood out were those that had access to the right data, information …
When I told my parents a few months ago that my main holiday destination for 2018 was going to be the Philippines, there was frowning in all possible directions, followed by the comment: “Why always so far? We didn’t do …
What if the legendary Burger King Whopper was no longer available? This was demonstrated in a Grand Effie winning documentary-style campaign where the flagship Whopper sandwich had been taken off the menu. The resulting TV spots showed the reactions of …
Marketing research is in a casino situation, where the feeling exists that half the money put on the table for research won’t lead to anything. Although the global annual research spend has never been this high (with around 70 billion dollars spent in 2016, according to ESOMAR figures), many corporate researchers seem to be struggling …
During the industrial revolution, man created the machine to speed up product manufacturing. Since then, both the functional and intellectual capability of machines have grown to the extent that their presence has stretched far beyond the industrial sector, including the field of marketing (research). During the Mad Men days, ca. ’60s, marketers were seen as …
As consumer insights professionals (aka insight leaders) we have the sometimes-arduous task of providing provocation and inspiration to our business stakeholders. Powerful consumer or end-user insights can be the key currency here – yet how often do we actually involve our stakeholders in this process? Why do we assume that insighting can only be the …
What is trending in advertisement, retail, technology, media and sports and what can brands learn from this? This question gathered more than 1,300 brand managers, communication specialists and marketing professionals at the UBA Trends Day, a yearly event with speakers from all over the world talking about the next big thing. This year, the pink …
Last Sunday, the most important & exciting award ceremony of the year took place in LA, California: the Oscars. So, what did we learn from this 90th Academy Award edition – apart from the fact that ‘The Shape of Water’ …
We continuously read stories which showcase that times change and things are not as they used to be. Many brands are struggling to keep up with the fast pace. Applebee’s, for example, recently announced they will be closing more than 130 of their restaurants after failed rebranding efforts, following other chains like TGI Friday’s, Chili’s …
