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Latest Market Research News

Array
Reading Room’s Tim Banks on data-backed inclusion and diversity

Reaching the minority: inclusive design begins with the right data

Opinion: Guest Columnists
Diversity and inclusion are values in themselves. But what’s the best route to genuine representation? For our Deep Dive on... Read more
Tim Banks - 09/12/2021
Agencies
What can marketers expect in the run-up to Christmas?

Here are the consumer holiday behaviors that are critical to 2022 retail strategies

Opinion: Guest Columnists
Marketers are throwing out the book on how to market to customers during what is traditionally the busiest shopping period of the year.... Read more
Holden Bale - 02/12/2021
Technology
premium
64% of B2B buyers cannot differentiate between one B2B brand’s digital experience and another

How B2B CMOs can use first-party data to drive business growth in 2022

Opinion: Guest Columnists
As part of The Drum’s Data Deep Dive, Merkle B2B’s Sudeshna Sen explains how B2B CMOs can build first-party data strategies... Read more
Sudeshna Sen - 17/11/2021
Market Research
Marketing success relies on finding harmony between the left brain and the right brain, says Emma Tavernor

Do CMOs focus too much on optimization? Creativity in a world of data

Opinion: Guest Columnists
In recent years, marketers have increased their reliance on data and insights to inform the work they do and assess its effectiveness.... Read more
Emma Tavernor - 16/11/2021
Advertising
Established companies, including John Lewis, are creating new budget lines to appeal to more cost-conscious customers

Globalization doesn’t mean globally consistent without context

Opinion: Guest Columnists
  ... Read more
Fiona Lloyd - 21/10/2021
Market Research
What are customers looking for when shopping for fashion online?

What matters to fashion shoppers across the globe?

Opinion: Guest Columnists
With the Covid-19 pandemic precipitating perhaps the biggest shift to online shopping we’ve ever seen, Carly Price, global head of... Read more
Carly Price - 20/10/2021
Advertising
The insight behind the Studio You launch

This teenage girl can: lessons in inspiring young women into sport

Opinion: Guest Columnists
Jenny Anderson is associate director at Hopscotch, a social impact consultancy specializing in education programs. She shares... Read more
Jenny Anderson - 20/10/2021
Advertising
Gaming is a key channel to tap into the New Heartland customer base

Want to speak to America’s New Heartland? Get into gaming (and country music)

Opinion: Guest Columnists
There are lots of dollars locked up in the American Heartland. Brands that play their cards right are reaping the rewards. And play they... Read more
Paul Jankowski - 19/10/2021
Advertising
Your goal is to move the conversation away from commodity features into how you understand and solve their business problems

How do you negotiate with a client that thinks you’re a commodity service provider?

Opinion: Ask the negotiator
I was talking to a client last week and they said to me: “We’ve got a significant problem negotiating a deal with one of our... Read more
Mike Lander - 08/10/2021
Agencies
video
Many brands are working hard to improve their sustainability credentials and make a difference on important topics

Less green is more green: sustainability or the ‘say-do gap’

Opinion: Guest Columnists
We do not live only here and now, says Matthias Blume, the group marketing director in Frontline ASEAN and South Pacific at The... Read more
Matthias Blume - 07/10/2021
Market Research
It’s so important to talk to your customers

Marketers, don’t just collect data on your customers – talk to them

Opinion: Guest Columnists
Despite more data than ever available to tell marketers what consumers do and don’t want, brands are still wasting comms on closed... Read more
James Calvert - 22/09/2021
Digital Advertising
By drawing on the full power of the growth triple play, chief marketers can boost their chances of success

McKinsey on winning in the ‘next normal’: 3 elements to fuel growth

Opinion: Guest Columnists
Want to know what the top 7% companies do well? McKinsey partner Brian Gregg explains what chief marketers must do to win and how to... Read more
Brian Gregg - 16/07/2021
Digital Advertising
The summer of 2021 represents an opportunity for marketers

Summer is here, and marketers may not be ready

Opinion: Guest Columnists
Consumer spending is back. But so is the marketing clutter. As consumers shift from discovery mode to buying mode, marketers are at... Read more
Chelsea Gross - 08/07/2021
Digital Advertising
A lot of work and expectation setting goes into an RFP outside of the document you receive

How to win at RFPs

Opinion: Ask the negotiator
It’s Monday morning, it’s raining, and I get a call from Gia, an agency CCO I’ve known for a few years. We catch up... Read more
Mike Lander - 06/07/2021
Advertising
video
The ever-evolving measurement landscape is acting as a forcing function for marketers and the entire industry to adapt

Organizing & unifying your measurement portfolio is hard – here’s how to do it in 3 steps

Opinion: Guest Columnists
Advertisers are increasingly leaning in on a variety of measurement solutions to enable metrics-driven media investments across channels.... Read more
Maggie Zhang - 11/06/2021
Digital Advertising
Wearing your heart on your sleeve will have severe implications during any negotiations

'It’s been emotional' – the problem with letting feelings get involved at the negotiating table

Opinion: Ask the negotiator
Although I wouldn’t say “Big Chris” from Lock, Stock and Two Smoking Barrels is a character we want to immortalise, he... Read more
Mike Lander - 05/06/2021
Advertising
video
Listen to the podcast to hear insights from Facebook Gaming's new report which taps into 13,246 self-reporting gamers

How advertisers can speak to the universe of new gamers

The Covid-19 outbreak propelled gaming to a whole new level in 2020. Mobile players of the moment are younger and more social, unlocking a host of new and varied opportunities in mobile gaming for brands. In the last year there has been a 50%...

Read more
World - 25/05/2021
Advertising
video
Which new business opportunities did agencies pursue in 2020?

Which new business opportunities did agencies pursue in 2020?

Opinion: The Drum Network speaks
Over the course of last year agencies in the UK took advantage of the pandemic freeze to re-evaluate their core priorities. That in turn... Read more
Chris Sutcliffe - 06/05/2021
Agencies
Consumers itching for holidays and big ticket purchases

Consumers itching for holidays and big ticket purchases

Opinion: Self-published content
From a consumer confidence perspective, 2021 has got off to a relatively optimistic start. That’s promising news, given that we... Read more
Alex Wright - 27/04/2021
Market Research
Aprais announces sponsorship of WFA Global Marketer Week

Aprais announces sponsorship of WFA Global Marketer Week

Aprais, the global leaders in building stronger business relationships, will join the likes of Facebook and TikTok in sponsoring this year’s WFA Global Marketer Week. ...

Read more
World - 12/04/2021
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