Life beyond the focus group

Globally, clients and stakeholders such as advertising agencies are looking for richer insights which they can use to differentiate their brand.

Life Beyond The Focus Group

Lee RyanTNS, New Zealand

‘A working understanding of key concepts in Semiotics – including their practical application – can be seen as essential for everyone who wants to understand the complex and dynamic communication ecologies within (which) we live. Those who cannot understand such environments are in the greatest danger of being manipulated by those who can.’ Daniel Chandler, University of Aberswynth, Wales1)

Semiotics is a valuable research tool for market researchers, their clients and stakeholders. Internationally there is much discussion around the term “insight” – what it means and how can...

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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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