B2B organisations have always had a natural inclination to expand internationally. With a finite customer base at home and products which can be ‘translated’ with relative ease it makes good sense. And as globalisation continues at a pace, the importance …
What you see isn’t always what you get. Horse meat in our Findus Crispy Pancakes. Sub-prime mortgages hidden within bundles of triple-A rated loans. Dodgy surveys parading as fact. This deception – whether intentional or accidental – has far-reaching repercussions. …
Spring. As birds migrate north to secure nesting ground, gaggles of marketers flock to secure budget for their marketing plans. The most fruitful of these plans are built on customer insights. But insights into what exactly? Here are three things …
Warning. Market research can be bad for your health. It can actively hurt business performance by drawing misleading conclusions. Conclusions which fail to consider the full picture, which focus on the obvious rather than delving deep or which are simply …
People matter. A marketer’s our raison d’etre is to understand people and influence their behaviour. And for the majority of agencies supporting marketers, people are essentially what they’re selling – their time, their expertise and the experience they create for …
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