The research and marketing giant WPP now makes 50 per cent of its money from markets and tools that didn’t exist in the year 2000. CEO Sir Martin Sorrell explains the rise of data – and why it doesn’t quite have all the answers.
The international marketing network WPP used to have a large market research division. “We don’t call it research anymore,” says its CEO, Sir Martin Sorrell. “We started off with market research. We thought that sounded pretty boring, so then we moved to consumer insight, and then in a fit we decided to call it Data Investment Management.” The change, despite the rather unfortunate acronym, indicates something significant about the way the business – indeed, the entire marketing communications industry – is evolving.
In the new world of big data, some might question whether qualitative research is still necessary, but people are more than a collection of data points. Here Steve August talks about the future of qualitative research and it’s place in the research toolkit.
It is clear that the marketing research discipline is changing faster than ever before. Here Michael Alioto uses evolutionary theory to map the trends in research, predict where the future for research lies, and what the implications are for the market research discipline.
Digital pioneer Andy Hobsbawm tells Jo Bowman the machines are here.
We search online for gift ideas, tradespeople, news and entertainment, but what if you could Google a parking space and your possessions could talk to each other?
It is conference season again – and we need to prepare ourselves! To connect, be contacted, assist, reach-out, unlearn, learn, transfer know-how and “leverage”. In the first of a short series, Pravin Shekar of Krea shares how to make the most out of your event attendance.