Online vs Offline: The Next Big Consumer Battlegrounds May 12, 2018 The way we shop has been changing since the late 90s. More and more, shops are opening online avenues to their products, with some ditching brick-and-mortar stores altogether. We looked at six industries where shopping online and on mobile is yet to achieve equal status to the in-store experience, and asked 3000 consumers their thoughts. (...)
Should Brands Take a Stance on Social Issues? April 12, 2018 The debate as it stands… Every day, brands sit side-by-side with social and political issues. Adverts for all kinds of consumer goods are nestled snugly around current affairs articles in newspapers; they’re played just before and after the news; while advertising billboards and protesters share the same streets. For years, the mainstream thinking has suggested (...)
An Introduction to Brand Tracking February 12, 2018 When your job involves anything to do with marketing – or managing your own business – one of your main goals is to create a popular and well loved brand. If one of your priorities is to create a real desire for your product or service, then brand tracking can help. Do you aspire to (...)
2019 Trends to Watch Report January 04, 2018 2018 has been another rollercoaster year for brands around the globe. While eCommerce and digital-first companies mostly bloomed, their success came with increasing data landscape. scrutiny and the introduction of GDPR. Meanwhile, traditional High Street retailers were left to fight for a shrinking market and reconsider their strategy in an increasingly digital-first These shifts both (...)
From Gen Z to Boomers in 2017: An In-Depth Understanding of Generational Attitudes, Beliefs & Behaviours August 31, 2017 Stereotypes tend to be borne from lazy thinking, and evolve like Chinese whispers. This is why stereotypes often bear very little resemblance to reality, even if there is some kernel of truth buried in there. Generational stereotypes are a perfect example of this. “Boomers are out of touch & disinterested in learning new things.” “Gen (...)
Brand Intelligence in the Age of Dark Social and Bad Data August 31, 2017 A great brand raises the bar — it adds a greater sense of purpose to the experience, whether it’s the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you’re drinking really matters. Howard Shultz, Executive Chairman and former CEO, Starbucks Why start with this quote? Because (...)
2017 Media Consumption Report August 31, 2017 Marketers in the UK had a media spend of £21.4bn in 2016. This was a 3.7% rise, and the 7th consecutive year of growth. Spend looks set to continue to grow in 2017 in spite of Brexit. And media spend continues to increase inn digital, with 95% of new media spend allocated to digital-mobile media (...)
2017 Food & Drink Consumer Trends Report August 21, 2017 To say that food and drink is big business for the UK would be a gross understatement. The Food and Drink Federation, a UK trade body, estimates that the industry contributes some £28.2 billion to the UK economy; and across the whole supply chain it produces over £100bn in economic value each year. That’s £2,453 (...)