The oft-professed ‘Father of Advertising’ David Olgilvy has been widely quoted as saying: “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”
Market research has always been vital for advertisers and brands, as it brings to light important and often hard to spot consumer preferences, behaviours, and trends. It can guide strategic decisions (including around branding), hones targeting efforts, improves product development, enhances messaging to meet customer needs effectively, and is key to building competitive advantages and reaping the rewards of better ROI.
With this in mind, there’s no doubt harnessing data and research
