As published on February 15, 2013 at Marketing Tribune. Any good marketing strategy starts from a strong consumer insight. Take a brand, e.g. J&B (Diageo). The ‘insight’ that lays at the base of innovation and communication concepts for the brand is: “In a world of day-to-day constraints and social pressure, consumers want nights out that offer the promise that the unexpected can happen”. But when do you actually have a strong insight?
Of course, attending the closing ceremony of the Accenture Innovation Awards in Finance in the Brussels BOZAR yesterday evening, could not come without the usual hurdles/suspects: traffic jams, parking issues. But, eventually I made it to the event, and it was all worth it. Really! Accenture did not only succeed in bringing together over one hundred bankers and relevant stakeholders involved with innovation within the financial sector, the BOZAR was really set on fire during the engaging speech by Jamie Anderson (the ‘management’ guru) on individual creativity. Can you imagine, bankers in nice tailor-made suits throwing paper planes throughout the venue unraveling their most creative moments?
As smartphone usage and mobile marketing have grown exponentially over the last year, the market research industry is keeping a close eye on the ball. Mobile has changed consumer behaviour, so we are faced with numerous new opportunities and challenges. More specifically, marketeers are in need of deeper insights into what mobile can offer. This is why we invite you to join our Research in the Mobile Mindset Smartees Webinar on Tuesday 12 March, a 1-hour online session which will teach you all about how market research can help with your mobile marketing challenge.