Do you use ad testing as a go, no go decision?

Should you Test your Advertising? If so, What, When and How?

  One of my clients recently asked me a very interesting question, which I share here, as I am sure that you too have asked it from time to time. It was this: “Should I test my advertising and if so, when and how?” Depending upon whether you work on the client side, in a [...]

Checking the 7Ps of outstanding customer service

The New 7Ps of Best Practice Customer Services. Are you following them?

If you claim to be customer centric are you sure you’re walking and not just talking the talk of true customer service? Last year I was prompted to question this of the Swiss cable company Cablecom. It had been desperately trying to address a long-term deficit in customer care versus its main competitor Swisscom. Swisscom [...]

Developing actionable insight is the true source of business growth

The Ultimate Guide to Developing Actionable Insights

One of the biggest challenges of many marketers is developing actionable insights about the market and it’s customers. Are you satisfied with the way you turn your data and information into understanding and then develop insights on which you can take clear actions? If not, then you will find this post tremendously useful in helping you to update [...]

Cannes Lions Award

Award Winning Communications are Powered by Insight & Customer Understanding

This time last month, many marketing and communications professionals had just returned from Cannes, France, where they had attended the annual Lions Awards Festival. They are now back in their offices and have probably been comparing their own communications to this year’s winners and wondering what they can do to get one of these coveted prizes [...]

The new marketing man is a brand manager

Are P&G Right to End Marketing?

In the last couple of weeks, there has been a tremendous amount of discussion around P&G’s decision to change marketing into brand management. The consumer products world closely watches whenever P&G announces changes, whether to their strategy, marketing or in this case their organisational structure. As this AdAge article (here) mentions “P&G seems well out in [...]

Getting better customer understanding

How Well do you Know your Customers? Can you Answer these 12 Questions?

How well do you know your target customers? I mean really know them? Are they men, women, young, old, Fortune 100 companies, local businesses? If you can at least answer that, then you have the basics, but how much more could you know about them? Can you answer the following twelve questions? I was recently working [...]

The future of information and insight

Is there a Future for Information & Insight? Yes, if we learn these new skills

Last week I had the privilege of presenting at the European Pharmaceutical Market Research (EphMRA) Annual Conference in Brussels. My talk was on the important topic of the future of the Market Research profession. My invitation came as the result of one of the committee members seeing a question I had posted at the end [...]

Checking the 7Ps of outstanding customer service

Which of these 10 Customer Centricity Steps are you Missing?

Last Saturday was the start of Summer in the Northern hemisphere and the weather certainly confirms this, at least for now! Summer is a great time to reflect on the progress we have made to date on our journey to Customer Centricity. Organisations need to take a step back occasionally and review how their plans [...]