What are category entry points?
Category entry points (CEPs) focus on the buyer – not the brand. But marketers can ...
Only crap marketers mistake stereotypes for segments
The ASA’s research into harmful gender stereotypes is spot-on, but why do marketers ...
Ethnography beats focus groups hands-down, but they still serve a purpose
Focus groups are a bone of contention, as a Twitter debate featuring Professor Byron ...
Badly designed surveys don’t promote sustainability, they harm it
Brands love reported data that shows people care about sustainable consumption, but these ...
Synthetic data is suddenly making very real ripples
Ready for the era of synthetic data? The implications for strategy and execution could be ...
Brand diagnosis is the brand manager’s first job, so prioritise it
Marketers have lost sight of proper research into what drives brand successes and ...
Jeff Bezos' success at Amazon is down to one thing: focusing on the customer
For all Amazon’s innovation and invention, it is the world’s most valuable brand ...
