Consumer Insight Archives

Jul 01 2020

How has media consumption changed by generation?

By David Taylor 'Turbo Charged' Marketing Plans, Consumer Insight, Covid Crisis

I recently came across an interesting graphic illustrating increases in media consumption by lifestage during this period of pandemic-induced social isolation (1), using a Global Web Index study of 4,000 internet users…

Jun 10 2020

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Embracing virtual working to keep brands fit: 13th Annual Research Paper

By David Taylor Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Covid Crisis, Grow Your Core Business, Workshops

Our 13th annual research project explores the impact of the Covid-19 crisis on brand strategy. Lots of research has been published about cuts in marketing investment, but what about the fundamental…

May 27 2020

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Category ‘switches’ during the Covid crisis: which are most satisfying?

By David Taylor Consumer Insight, Covid Crisis

"Which categories are more likely to 'snap back' to normal post-Covid?" is a question we posed last week, in a post looking at the impact of the Covid crisis on consumer…

May 21 2020

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Will Covid-19 change everything or nothing for brands?

By David Taylor Brand Vision, Positioning & Purpose, Consumer Insight, Covid Crisis

Predicting the long term implications of Covid-19 for brands is the hottest topic in marketing today. Most predict radical and permanent changes. “The emergence of a new behavioural group is…

Apr 15 2020

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Pepsico Future Brands: innovation quality@speed

By David Taylor Consumer Insight, Core Range Extension, Distinctive products & services, Innovation to Stretch into New Markets

There were some interesting inside tips on creating quality innovation@speed in a recent interview with Karen Scott, head of PepsiCo Europe’s Future Brands division (1). Speeding up innovation is a…

Apr 08 2020

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Big brands need to ‘think young’ to fight the insurgents

By David Taylor Big brands under attack, Brand Vision, Positioning & Purpose, Consumer Insight, Innovation to Stretch into New Markets, Leadership & performance

Post by Prasad Narasimhan, Managing Partner based in Bangalore, India and Head of Brand Experience. Big brands are trying to fight back against a rapidly growing tribe of insurgent brands…

Apr 01 2020

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Using rapid insight to ignite innovation

By David Taylor Consumer Insight, Innovation to Stretch into New Markets

A recent FT article highlighted how big consumer goods companies are harnessing rapid, digitally-enabled insight to reignite growth, following years of sluggish sales (1). Revenues at the top 30 global…

Dec 18 2019

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Bournvita: the challenge of balancing freshness AND consistency

By David Taylor Brand rejuvenation, Brand Vision, Positioning & Purpose, Consumer Insight

Post by Prasad Narsimhan, Managing Partner Asia based in Bangalore. A new campaign by Bournvita, Indian kids’ favourite malted drink, shows the challenge of balancing freshness and consistency to maintain…

Dec 04 2019

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Adidas re-focus on marketing EFFECTIVENESS, not efficiency

By David Taylor 'Turbo Charged' Marketing Plans, Consumer Insight

The global media director of Adidas, Simon Peel, shared some important insights on how the global sports brand is shifting its focus from marketing efficiency to marketing effectiveness in a…

Sep 25 2019

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‘Rocketing’ for faster and cheaper ‘innovation: brandgym research part 2

By David Taylor Big brands under attack, Consumer Insight, Innovation to Stretch into New Markets

This post looks at how marketers can respond to the 'innovation squeeze' introduced in last week's blog: the dual demands of lower costs AND rapid innovation to drive topline growth. Two key…

Consumer Insight45

How has media consumption changed by generation?

Embracing virtual working to keep brands fit: 13th Annual Research Paper

Category ‘switches’ during the Covid crisis: which are most satisfying?

Will Covid-19 change everything or nothing for brands?

Pepsico Future Brands: innovation quality@speed

Big brands need to ‘think young’ to fight the insurgents

Using rapid insight to ignite innovation

Bournvita: the challenge of balancing freshness AND consistency

Adidas re-focus on marketing EFFECTIVENESS, not efficiency

‘Rocketing’ for faster and cheaper ‘innovation: brandgym research part 2

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