Breadth and Depth: How to become a better Market Researcher

Despite (or perhaps because of!) the growing number of training courses in consumer / market research, it can be difficult to know where to start. So, as someone who once found themselves wondering that exact thing, here are a few tips. A good researcher needs to build two things: Breadth: A strong technical skill set …

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The100: Best of 2020

As is tradition, below is a list of the top 10 most clicked articles that featured in The100 during 2020. In 10th place we have Lisa Charlotte Rost’s tremendously detailed piece on how to pick more beautiful colours for your data presentations. Pleasing. Next, in 9th, is a video about why an empty shampoo bottle …

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The100: Negotiation tips, icebreakers and Toco Toucans

On a scale of none to thermonuclear The Noble Baron of Marketing, Mark Ritson, is again anointing us with his wisdom, this time in the form of the marketing BS Index. Maslow built his [hierarchy of needs] model from qualitative research on the Native American inhabitants of the Blackfoot reservation who later pointed out that …

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The100: Career lessons, communication tips and the sound of rain

The Empire strikes back Fortune favours the brave.  Or in the instance of brands during a pandemic, fortune favours the large.  Big brands are reclaiming the market share they were once hemorrhaging, with many reporting their highest growth in years.  But, because there’s always a but, is back to basics shopping here to stay? (You …

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The100: competition myopia, BeSci pitfalls and giant beetroots

Tube vs. Scooter The Right Honourable Lord of Marketing, Mark Ritson, has been reminding us that our competition may not be our competition. In fact, we shouldn’t be calling it competition at all. Instead we should ask consumers about alternatives: It’s a dangerous blind spot because focusing on self-generated competitors versus market-oriented alternatives means companies …

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The100: Data visualisation, sonic branding and 4am pees

There is no magic number Have you ever had to defend the number of participants used in a qual study? Err, does the bear wear a tall hat? Emmet O’Brian has nicely summarised a paper by Jacqueline Low on chasing theoretical saturation in its current form – the point at which new information stops emerging. The …

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The100: Creativity conditions, the culture myth and Norwegians

Best of both(ism) If you’ve ever been accused of sitting on the fence, here’s your splinter edged comeback: you’re applying bothism. Duh. Bothisms: The rare capacity to not only see the value of both sides of the story, but actively consider and then co-opt them into any subsequent marketing endeavour in an appropriate mix. The …

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