Moving beyond simply delighting your customers

This presentation discusses the importance of market research delivering an independent view of the consumer, with particular reference to Betfair, the internet betting exchange.
Researchers should combine old and new research tools in order to gain a full understanding of their consumer, and a properly defined purpose will help to ensure researchers are not overwhelmed by data....

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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

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