Comparing apples and peaches and pears. Throwing together a bunch of results will not lead to integrated and actionable data

What marketing needs is an integrated and single source system reflecting both manufacturer and consumer concerns.

Comparing apples and peaches and pears. Throwing together a bunch of results will not lead to integrated and actionable data

Jrgen Bluhm,IMMR GmbH, Germany

INTRODUCTION

Market research today tends to be more and more concerned with collecting and storing a lot of data, no matter who is asking for it. Modern technology allows fast, efficient and easy access to any data you like, using CATI, pen computers, the Internet and what have you not.

This information overflow can only be structured meaningfully if one adheres rigidly to marketing principles with the necessary flexibility in the research approach. We should...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands