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The shifting marketing (research) reality: from scarcity to abundance

The shifting marketing (research) reality: from scarcity to abundance

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 …

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3 steps to increase your return on insights today

Engage inspire activate

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 …

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The shifting marketing (research) reality: from craftmanship to automation

The shifting marketing (research) reality: from craftmanship to automation

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 …

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The shifting marketing (research) reality: from linearity to acceleration

The shifting marketing (research) reality: from linearity to acceleration

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 …

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The 3 futures of market research

The future of market research | Learnings from the IIeX conference

2 days, 81 presentations, 135 speakers and over 700 market research professionals. Those were the ingredients for yet another successful edition of the IIeX Europe conference in Amsterdam. The main goal of the Insight Innovation Exchange is to introduce new ideas and innovations in the world of insights to market research professionals, so let’s have …

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Bring back the edge in a world in turmoil

Bring back the edge in a world of turmoil

As published in Research World Magazine, the February 2018 issue. The world is in turmoil: politically, economically, socially, technically. While change and turmoil are universal, the difference now is that the gaps between the current and the new are extreme and opposite. This spread has not spared the marketing insights industry either. Tweetaway: How the gap between …

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Marketers are data drunk

Marketers are data drunk

As published in Research World Magazine by ESOMAR in October 2017. Over the past few months I have had the opportunity to interact with and observe several evolutions on the end client side. Depending on how we look at the glass, the developments are worrying or an opportunity for our profession as well as an …

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Irritating (buzz)words

Irritating words

As published in Clou Magazine on Friday January 19, 2018. Gender-neutral, which refers to a lack of distinction between genders, has been voted the most irritating word of 2017 in the Netherlands. It obtained 43% of the votes in the annual election at the Instituut voor de Nederlandse Taal (i.e. Institute for the Dutch Language). Irritating …

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The state of market research: keep and gain relevance

Keep and gain relevance

As published in Research World – September 2017 issue. One may feel overpowered and dazzled looking at what is going on in the insights and research industry and by extension in the bigger marketing sphere. The technological developments around social media, the IoT, AI, AR or VR, are fast and furious. The offspring of it …

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Market Research Trends for Today, Tomorrow & the Day after Tomorrow

Market Research trends for Today, Tomorrow & the Day after Tomorrow

What is buzzing in marketing research? Which trends are being taken forward? What’s on the research buyers’ and users’ road map and what is their vision for the future? We mapped the key trends and evolutions using McKinsey’s strategic 3-horizon framework: (1) what do corporate research professionals see as things they need to act upon …

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