Marketing research is only useful in the way that it triggers marketing actions and drives marketing impact. We create and spread new marketing thoughts and research innovations via inspiring bookzines. Here’s a flavor of our latest marketing (resarch) insights!
Looking for insights to glorify your business?
Impact is the (new) name of the game
Turning insights into action. Although information has never been this accessible and data this abundant, brands and insight professionals are on a continuous quest for deep consumer insights. Yet the true challenge lies in activating these insights as CMI managers feel that only 45% of their research spending actually leads to business impact. Why is it that marketing research is struggling to drive impact? Are research professionals stuck in an executional role? How do we change the role of insight professionals within the organization and turn the CMI team into a valuable business partner?
frAGILE: Is NextGen marketing more chemistry than science?
In today’s post-truth society change comes rapidly and unexpectedly. We’re living in a world where facts can be alternative facts, where truth and stability are hard to find and where gender and age are blurring . To cope with this fragile environment, NextGen (Gen Y & Z) consumers developed an agile mind and they expect the same agility, speed and good sense of brands. Based on dozens of international expert interviews with senior marketing executives of renowned brands (such as PepsiCo, LEGO, Freitag, LEVI’s, Beiersdorf, Audible, MasterCard, AB InBev, eBay, IKEA, Tommy Hilfiger…), the frAGILE bookzine share insights on brands that bond beyond disruption.
Have we lost our EDGE?
How to be marketing-ready for today’s future! Back in the Mad Men days, marketers were creative superstars that lived on the edge to move people, brands and businesses. Since the nineteen sixties, we moved from a world characterized by linearity, craftmanship and scarcity to one being defined by acceleration, automation and abundance. While we shifted to this opposite, marketing (research) seems to be still holding on to the same old principles and values as if nothing has changed.
We are fooling ourselves in thinking we are part of this transformation. Instead we are characterized by ignorance, where we keep on chasing the same practices. Is our market at a standstill? Have we lost our edge? This bookzine will highlight a framework to bring back the edge marketing (research) deserves.
Millennials at Work
Understanding Gen Y’s needs to build a future-proof HR strategy. Millennials (born 1980-1996) are entering the workplace in increasing numbers. Estimations say that four years from now, Millennials will make up 50% of the global workforce. Raised differently and in different times, Millennials are not like the previous generations, both in their attitude and in their approach towards work.
The Millennials at Work bookzine will show you how to optimally capitalize on the Millennials’ talents and maximize their impact on business performance. Discover how & why Millennials are different and how companies can adapt their HR approach to become Millennial-proof.
Shed a new light on today’s marketing beliefs. Since the early days of business, marketing gurus have preached their beliefs on how to build strong brands. These theories and models have been translated into numerous books to provide a clear framework for marketers on what to aim for and how to grow their brand. But in this abundance of models and theories, marketers might find themselves lost in translation.
In the Brand Religion bookzine we aim to simplify the world of marketing in three main Brand Religionsbeyond the classic Kotler-ian thinking. You will discover the core beliefs behind each of these Brand Religions and, together with relevant case study examples, find out how to track the different performance metrics that go hand in hand with these models.