Using qualitative research to stay close whilst staying distant

March 25, 2020

These are uncertain times for all of us. As well as presenting a major health hazard, Covid-19 may trigger a global recession. Emotionally, psychologically and practically, people are struggling to ...

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Marketing do’s and don’ts during the COVID-19 crisis

March 23, 2020

The current crisis is a far cry from the Great Recession but there are things we have learned that are applicable when trying to figure out how to protect brands, ...

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Recommendations for brands, media and content during the COVID-19 crisis

March 20, 2020

In these unprecedented times, I thought it would be good to share some of Kantar’s thinking on what brands should do during the Covid-19 pandemic. Here are links to three ...

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Attention brands: the 'helicopter children' are your new consumers

March 18, 2020

As parents we all vowed not to turn into one of those over-controlling creatures, the helicopter parent. And yet, to a greater or lesser degree, we secretly praise modern technologies ...

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Will the demise of TV force advertisers to measure effectiveness?

March 16, 2020

For the vast majority of brands growing market share requires growing penetration which, in turn, requires reaching and influencing a wider audience. Until now, TV has been the primary reach ...

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How brands can survive the COVID-19 crisis

March 11, 2020

The good news about working remotely is that you can still do so while self-isolated after a skiing trip in the Italian Dolomites. However, unlike humans, brands cannot isolate themselves ...

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The recipe for improved online ad effectiveness? Better ads.

March 9, 2020

I am constantly amazed by the way people make assumptions based on data. In response to learning that people only watch online ads for an average of a few seconds ...

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Customer experience can be as simple as a coffee cup

March 4, 2020

On a recent flight with British Airways, my attention was drawn to the sensation of touch. Running my fingers over the vertical waves on the side of my coffee cup ...

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Penetration or loyalty, what makes sense for your brand?

March 2, 2020

A couple of weeks ago I asked if there was a flaw in Burger King’s promotion strategy. Neil Hopkins replied and then queried the statement that I had made about ...

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All bark no Byte?

February 26, 2020

Monday saw the launch of new social media app, Byte, to much fanfare. Largely seen as the spiritual heir to the dearly-departed Vine, it’s easy to see why: it retains ...

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