Sam Coates

Having attended this excellent conference last month, arranged by FlexMR, I wanted to share the write-up from Research Live, as I think it does a good job of summarising some important take-outs from the day... In my work with client-side insight teams, I've seen first-hand how high a priority it is for insights to be communicated with impact, if they’re going to drive real change and have commercial value. The article highlights how insight leaders are now more focused than ever on storytelling and building strong relationships internally. I've always believed that great insights should be shared in a way that inspires and provokes and facilitates actions - otherwise it's value is indeterminable. Market research and insight agencies should be helping, in this regard. The most impactful and valuable work is created when suppliers and buyers work in alignment on this. #MRX #MarketResearch #MarketingResearch #insights

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Interesting insights from Gwern Parri from the Teads publisher survey. As happened last time Google extended the time line on 3PC deprecation the noise around cookieless has ebbed away. As an industry we do need to get our heads around the fact that signal deprecation is an onrushing reality and the impacts could be massive (as suggested by Criteo's Privacy Sandbox reporting). Let's keep this conversation front and centre until Supply and Demand sides, Adtech, Agencies and Brands have all taken appropriate action to navigate this oncoming change...

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New Ipsos UK Report: Understanding Society: The future of public services We're proud to announce the launch of this year's Understanding Society report! We have focused on the future of various crucial public services, analysing extensive public opinion research and conducting insightful interviews with experts: 🟢The future of the NHS with Tim Gardner, The Health Foundation 🟢The future of AI in public services with Jonathan Bright, The Alan Turing Institute 🟢 The future of policing with Rick Muir, The Police Foundation (UK) 🟢 The future of energy and climate adaptation with Richard Millar, Climate Change Committee 🟢 The future of the UK workforce with Fiona Aldridge, West Midlands Combined Authority 🟢 The future of local delivery with Eleanor Carter, Government Outcomes Lab, University of Oxford 🖱️ Explore the Understanding Society website: https://lnkd.in/eft2RJET Trinh Tu, Gideon Skinner and Keiran Pedley also take you through the highlights of the piece here: https://lnkd.in/eJt2T6UQ Thank you to all those involved in helping produce such a brilliant report ⭐ #UnderstandingSociety #PublicServices #PolicyMaking #MarketResearch #Ipsos

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One TLDR of this chart would be that Meta is 66% more cost effective overall at building brands compared to an average channel. Well worth reading the full analysis that came out of this global study by Kantar.

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The brilliant James Morrison sharing the headlines of the Laithwaites Wine Medialab Group adam&eveDDB double gold winning IPA (Institute of Practitioners in Advertising) effectiveness award at the Effectiveness Conference 2024. Great debate with simeon duckworth Jo Arden Becky France Jennifer Shaw-Sweet around the topic of ‘Seize what’s starting: the role of experiments’ Headlines from the talk: - many brands are missing an opportunity to run more experiments. - keep asking yourself what the control is. What are you comparing your test result to? - keep the story simple to get wide buy in. - commit to the journey. It will take time. - Experiments create the space to be creative! So be brave! - Use experiments as one part of a holistic measurement learning agenda. - Laithwaites have shown there is no excuse not to make a start, anyone can do it. - Download the paper! Amen! Over many years Medialab Group have established a best in class unified measurement approach and I’m always chuffed to help brands put it into play. Extra legendary status James Morrison for coming on stage holding a Medialab Group branded note book! 😎🙏

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NEW: Ipsos Mental Health Day research report. 62% of us (across 31 countries) say we've felt stressed to the point it's had an impact on our daily lives. Key points include: * Gen Z women are particularly likely to say they've experienced low points * 76% of us say mental health and physical health is equally important * But we think our healthcare systems are lagging behind, with more of a focus on the body than the mind * Mental Health is the #1 healthcare concern (cancer is #2 and stress is #3) Explore the results here: https://lnkd.in/e8g35SJR And for more context and analysis, take a look at the "Conscientious Health" component of the new Ipsos Global Trends report https://lnkd.in/e3BA-QZS

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Driving saliency with strong and consistent creative copy is key to predisposing more people to buy your brand. Furthermore, optimising your creative copy, to do this more successfully, is now considered a “no-brainer” by many leading marketing experts.  Learn about the very real benefits of optimising your creative copy from Kantar’s acclaimed Blueprint for Brand Growth and why it is now considered a strategic priority   https://lnkd.in/gv6BhQN2   #TheBlueprintforBrandGrowth #OptimisingisaNoBrainer #KantarNZ

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The launch of our Blueprint for Brand Growth last week was the exciting culmination of much hard work, data crunching and thinking over the last year from a wide range of Kantar's experts. My colleague Dom Boyd talks in this article for Marketing Beat about the key principles and you can download your very own copy of the Blueprint here; https://lnkd.in/eb2wZzE6 #brands #marketing #growth https://lnkd.in/eprUz6iK

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What is the ‘Messy Middle’ and how do we help customers navigate through it? In our new blog, behavioural economist Mark Earls, shares how mail can transform your marketing by guiding consumers through the 'Messy Middle' of decision-making. ➡️

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CX practitioners who are challenged to demonstrate how CX contributes to brand value... this one is for you. If you haven't already registered for tomorrow's webinar, there is still time! #ValueOfCX #CustomerExperience #KantarCX #MDX

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Customer Experience (CX) is crucial for delivering on your brand promise and driving growth. Join us in our upcoming webinar on 24th April with Kantar CX experts to learn how to provide Meaningfully Different Experiences that set you apart from competitors and boost loyalty. Reserve your spot now: https://lnkd.in/ef48thKq Nithi Kumar Eva Maureen Claravall Peter Aitken

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Cannes Strategy Insights - Mark Ritson shares his views on ad effectiveness, that "creative is an important part of ad effectiveness, but a very small contributor to advertising effectiveness. Creative work matters, but it matters at the very end of the marketing process: to the advertising. Marketing is not just advertising. Advertising is a tactic that should follow strategy, and even more importantly, diagnosis of the consumer need". Strategy starts with understanding the consumer. This means the 180 exercise, market research, and segmentation, establishing your map, then thinking about how to attack it. Three questions to start your strategy with: Who are you going to sell to? What do people think of you? What are you trying to do? #strategystartswithresearch #consumerinsights

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5 lessons on attention to transform your creative. Earlier this year Kantar was part of the ARF’s ongoing Attention Validation Initiative where we assessed 40 TV and digital ads. In this article, Paul McClean shares what we learned in the process and how it can help you maximise attention effectiveness in your creative decisions. https://lnkd.in/gvfB-2A8 #Attention #CreativeEffectiveness

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My amazing colleagues in the Innovation Network Eileen Irvin, Marzieh A. and Steven Ginnis have completed an amazing project called Marginal Moments, a Gen AI research and development initiative leveraging synthetic AI personas to predict voter trends in the lead-up to the 2024 UK general election. Our team created five personas of undecided voters, grounded in real electoral data, to track their evolving voting intentions in response to campaign materials. The results were fascinating and insightful, mirroring real-world voting patterns and providing a deeper understanding of voter behaviour. Please check it out and have a think about future applications of this methodology in social research! 🎉👏 #TeamSuccess #Innovation #AIResearch #ElectionInsights #SyntheticRespondents

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Tricky to get into, fairly good chances of promotion, average pay and poor retention of staff. That's The Economist's view of working for WPP in their recent "best British companies to work for to get ahead" report. Is this a judgement on WPP or the wider marketing and communications industry? I sense it's the latter. We know from industry censuses that our industry has to do better on mental health, gender equality, parental support, age related inclusivity and class participation. That said, my experience in the industry has been highly positive. It's been hard work, but also incredibly rewarding, giving me the opportunity to do work I'm proud of for amazing brands in many different sectors. I've been lucky enough to learn, grow and lead surrounded by supportive and talented people - which is all I could hope for. For me this highlights the importance of the ongoing work to improve access to and better support people through the industry - especially at a time where views on ED&I initiatives are changing. https://lnkd.in/e9pi-ZAD

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🎧🏆 New Future Proof Podcast: The secrets behind winning products with Product of the Year UK Over the past twenty years, Kantar has been working with Product of the Year to identify the innovations that consumers really love. In this podcast, Dr Nicki Morley celebrates our partnership and speaks with Mike Nolan, CEO and Founder of Product of the Year, to dive deeper into the top performers from the last five years. Learn more about why innovating your products isn't about novelty, but more about making a meaningful impact 👉https://lnkd.in/e7QmswUS

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"In the UK, people over 50 make up 40% of the population but control a massive 80% of the wealth. Despite this, too many marketers seem laser-focused on winning over Gen Z, often overlooking the wealth and diversity of older audiences. As our data shows, one reason for this is that the marketing industry itself tends to skew younger. Many agency teams are made up of young professionals who, naturally, focus on what resonates with their own generation." [Chris Beer, GWI] #DTC Marketers: ignore the over 50s (and what makes them tick) at your peril! #DirectMarketing #DirectToConsumer

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