Rosie Hanley

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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Latest Kantar British Grocery Market Share data shows market growth of only 1% over 4w/e 9 June 2024. FMCG inflation has come down again, but footfall is sluggish. Read the full story here https://lnkd.in/eEzXdb85

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What do you get if you cross brand tracking with self-driving cars? The BrandZ Most Valuable UK Brands findings this year had a lot to offer, but one of the questions inevitably posed is: how can I get the right data signals to help me demonstrate progress and course correct? At Kantar we've been applying very clever technology used in self-driving cars to make a breakthrough: sensitive data with statistical confidence, that takes your brand tracking from a steering wheel to a cockpit. Want to know more? Have a read of my article on page 43 of the BrandZ Most Valuable UK brands report, along with brilliant insights from some of my super colleagues >> https://lnkd.in/e3ymTQYn Dom Boyd Kate Pilling Ella Stanton Dr Nicki Morley Lindsay Gorton-Lee Stephen Dell Suzannah Rowland Helen Rowe Peter Aitken

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With the recent headline inflation numbers looking solid, and retail sales returning to growth in May after the April slump, you have to wonder whether the positive streak for confidence will continue next month, even with the Tory narrative of "see, you can trust us with the economy" feeling more than just a little out of touch (and unlikely to be enough to get them back in power). Consumers do like certainty, and this week's BoE hold reinforces that, with fears of worse mortgage pain to come undoubtedly quelled. But brands and retailers should be careful not to equate this result with people feeling positive overall - it is more like they are less negative. There remains a long way to go I suspect before consumers will be happy to spend more freely again, with the major purchase index barely changed from 12 months ago at minus 23. High interest rates makes savings an appealing place to put any spare money, so as long as interest rates remain high, consumers with debt and consumers without will respectively have barriers and motivating drivers to keep hold of their money.

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🎙️ New podcast episode live! Summer may have come and gone, but its impact on shopping habits is still fresh! ☔ In our latest episode 'Decoding Summer Blues,' Fraser McKevitt, Lesley Ann Gray and Eimear Faughnan dive into how the challenging summer weather affected shopper behaviour across Great Britain, Scotland and Ireland. Using insights from our Grocery Market Share data, we explore the trends and shifts that unfolded over the summer months. How did weather influence spending patterns? Tune in to uncover the fascinating data-driven insights! Don't miss out—listen now and decode the shopper response to a rainy summer with us! https://lnkd.in/eYfkC3dC #Podcast #ConsumerBehaviour #GroceryTrends #MarketShare #RetailInsights #SummerWeather

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Bla bla Tesco yadda yadda OOH bla bla brand equity yadda yadda logo recall. 🤪📢 I can’t help but think we, in the marketing and advertising industry (particularly here on LinkedIn), get a little too caught up in over-analysing things🧠🧐📈. A pretty simple, well executed brand billboard campaign here, sure, but I can’t help but think it’s just our echo chamber analysing and celebrating (or criticising) it. Joe Public will walk or drive past and be more subliminally reminded that Tesco sell a range of food. Y’know, like a supermarket should. And maybe they’ll have their ego massaged for working out the “O” via “Okra” and “Oyster Mushroom” (cos, you know, Tesco does some international/quirky ingredients too). 🤯 As Matt W - Webster pointed out, there’s a lot of people getting “frothy pants” over this… but I’d ask, is it the people that actually matter? Anyway, bla bla etc. Happy Humpday. #advertising #ooh #billboard #brand #tesco #retail #marketing

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Did you know 45% of people say they are more likely to notice a catalogue sent in the post than a marketing email? If you're in the planning phase for your Christmas activity take a moment, grab a cup of tea and discover more fascinating more stats and benefits for catalogues in our blog. ➡️

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The #SignsOfSuccess report explores the UK's relationship with wealth and quality and reveals a nuanced perspective on displays of affluence. While just 10% admit to liking to flaunt their wealth, 48% prioritise spending extra on higher quality products, reflecting a trend towards "quiet luxury." Dive into the sociological implications and cultural shifts shaping our perceptions of affluence and quality: https://lnkd.in/eqbtXaXp #Marketresearch

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Consumer sentiment is choppy globally, with central banks delaying interest rate cuts and recent inflation and GDP readings surprising in the wrong way (US, Australia). The UK is far from immune to what's happening across the world, and I've said before that the path to recovery has some significant barriers to overcome. UK consumer confidence has improved a little again, and consumers seem to think there is light at the end of the tunnel. It will be interesting to see if confidence in future finances translates to a positive impact on retail sales, and to what extent that may hold back any further declines in UK inflation... and central bank cuts. It feels like everyone has forgotten that the low interest rate environment post GFC was meant to be short term before getting back to historic averages. Now that we are back to the historic average, everyone is clamouring for cuts "back to the norm". Memories are short. We might find 4-5% is the norm for a while yet!

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With the upcoming long bank holiday weekend approaching, many of us will be enjoying delicious meals prepared by friends and family. But amidst the festivities, it's important to consider the potential risks of harmful bacteria lurking in our kitchens. Ipsos UK recently conducted a survey to explore Brits' habits and beliefs around food hygiene. Shockingly, 4 in 10 people admitted to using the same tea towel for multiple purposes, neglecting the advice of the Food Standards Agency. Other concerning practices include checking phones while cooking (36%) and storing leftover food in open containers in the fridge (19%). Despite the FSA warning about the dangers of slowly chilling food, 6 in 10 respondents believed it was safer to let food cool to room temperature before refrigerating it. The survey also uncovered misconceptions about freezing food, eating food off the floor, and washing chicken before cooking. Ipsos researcher Federica Curcurú highlighted the disconnect between knowledge and actions when it comes to food hygiene. While most may get away with these habits, the reality is that over 2.4 million cases of food poisoning occur in the UK each year according to the FSA. The survey serves as a reminder of the importance of debunking common myths and practicing good food hygiene. Only 31% of Britons always or frequently wash raw chicken before cooking, indicating a need for better education around food safety. #FoodHygiene #Foodies #Easter #FoodSafety

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🎁 Have you started stocking up for Christmas yet or are you spending cautiously, patiently waiting for those Black Friday/Retail deals? Well, according to our NielsenIQ UK Total Till data to 02 November, consumers may well be holding back some of their spend for this exact purpose. The last four weeks saw Total Till growth slow to +4.0% from +4.7% recorded last month. 🛒 That being said there were some categories bucking this trend: Confectionery (+10.5%) was the fastest growing category over the four week period, as shoppers stocked up on sweets for Halloween and Christmas. Almost 1 million shoppers purchased Christmas chocolate tins in the last 4 weeks and 4% of households bought chocolate advent calendars. 🍫 Please leave some for me! So, it feels like the calm before the storm. We do need to remember consumers are polarised with 50% still feeling financial pressures so retailers and brands will need to showcase what is new and what is different in order to help consumers balance budgets and indulge where they can. Stocking up yet or not? Let me know what's catching your eye #NIQThoughtLeadershipUK #TotalTill #retailinsights #consumerinsights

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“If a marketing company relies on the single dimension of current sales, if it believes that yesterday’s successful strategy is an infallible guide to tomorrow’s profit, then it’s heading for disillusionment of barometric severity.” Jeremy Bullmore We agree! Our Kantar data proves that the highest penetration today doesn’t guarantee future market share gains, it’s rather a favourable equity/size dynamic that does. Brands with more equity today than expected given their brand size are primed to grow…and grow faster. Penetration is an outcome, not the single route to growth. Salience is a requirement, but not the only one. Mental and physical availability are simply table stakes. Read our POV on why we should put brand perceptions back at the heart of our marketing effort. https://lnkd.in/gFbmCdBR Mary Kyriakidi

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🎁🎁Today is 'Give something away day'. So this one is for brand owners, strategists and marketers 🎁🎁 https://lnkd.in/eAw_4XZB The ever growing Ipsos and Effie UK dynamic effectiveness series is packed full of evidence and commercial case studies in service of better marketing. Four papers released with one on the way: 1. A woman's worth: The commercial upside for better gender representation in ads + how you can get it right without wading into the culture wars 2. The Empathy Gap: How marketers can avoid the temptation to complicate things and stay relevant when in the UK the desire to simplify life has gone up +48% in the last 10 years 3. Why Nostalgia is so fetch right now: understanding rosy retrospection as a lingering symptom of a polycrisis and how using your brand heritage can give you an 8% bump in brand attention. 4. Evolving Aspirations: Navigating status what being successful means today. It explores the shift away from perfectionist, traditional codes into more modern action how brands can whisper loud enough to reach their target consumer in a world of quiet luxury. Enjoy reading them and hope they are useful to your work. New piece dropping in a week's time! More on that one shortly. #Ipsos #Effie #DynamicEffectiveness

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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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This week's AdMiration looks at our first retail ad. An ad for Currys "IRL" which is part of the beyond techspectations campaign. What makes it great? - starts with a JTBD -remind people of the benefits of in store shopping given Currys offer an omnichannel experience which many competitors don't - Clearly and implicitly lands the benefits, both through reminding about the benefits of touching, feeling, getting close to the products .... but also importantly bringing the employees of Currys to life in a really positive way, making people feel like they are friendly, approachable and helpful. All this results in a big uplift in purchase likelihood having been exposed to the ad in a reel. - An engaging execution. The benefits are landed in a highly humorous and relatable way making the ad noticeable and memorable with key moments of humour linked to what we want people to remember - Fantastic use of brand assets meaning people cannot miss it's a Currys ad. This comes from both consistency in assets used over time and cross channel and the detail in the execution. People notice the in store setting as uniquely Currys, the signs, the logos on people's tops and even the colour purple. Great work from the team AMV BBDO and the team at Currys (Aisling Lancaster). See comments for more detail. #advertising #creativeandeffective #consumerinsights #marketresearch #AdMiration

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Whilst I normally report on Worldpanel by Kantar UK market data, I thought it worthwhile to delve into the NielsenIQ Total Till data for the 12 weeks ending 7th September 2024, released earlier this week. The two sets of data differ slightly due to Kantar's data being driven from a consumer panel of 30,000, whilst Nielsen's is derived from a panel of 14,000 and includes sales from Marks and Spencer Food. From next month the Nielsen panel increases to 30,000. Key take-out's from this week's release are: 4 w/e sales are up by 4.0% - a lower level of increase in the previous 4-weeks (5.5%) due to the previous 4-weeks benefiting from some sunny weather. Volumes are up by only 0.9% - indicating that the majority of growth is driven by higher prices. Spend on promotion is static at 25% - likely to increase as we approach the key "golden quarter" when the supermarkets offer some great deals to try to secure customer loyalty for the Christmas period. Online sales are up by 6.1% whilst Bricks & Mortar are only up 1.8%. An increase in the number of online orders and delivery slots being widely available has helped online reach a 2024-high market share of 13%. #ocado are benefiting from this, seeing the highest sales growth of 15.4%, closely followed by #marksandspencer's 12.4% growth. The latter's relentless push on great quality new product launches, coupled with superb in-store execution, are driving factors behind their current success. Retailer performance, according to the NielsenIQ data, very much reflects the Kantar data. #tesco and #sainsburys are the stellar performers of the "big 4", whilst #morrisons appear to be stabilising (More Card prices will help this), and #asda continue to struggle with alarming sales decline. Of particular note is #aldi's share decline of 0.4% YoY compared to #lidl's share increase of 0.5%. The much reported success of Lidl's in-store bakery and loyalty app are two key reasons for this share shift between the discounters. #ukretail #supermarkets #competition #waitrose #iceland #privatelabel #brands International Private Label Consult (IPLC)

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If men's health is something you care about, or if you just want to see an example of a hugely effective digital ad that uses brand centric creativity and humour to succeed then this read on. Clever and appropriate use of humour can be an immensely powerful way to engage people with sensitive issues and land your intended messages effectively, in this case the topic is male urinary incontinence. As Ricky Gervais once said "humour is an inoculation against what might otherwise be seen as inappropriate to talk about". Men are less likely to talk about health issues, and it can be harder to engage them effectively with important topics like this that can negatively impact their wider well being and sense of self worth. The effective use of humour in this ad overcomes those barriers brilliantly. It also makes it much easier to talk to others about it and helps to remove potential stigma and embarrassment that a more serious approach might reinforce. Huge congratulations to the fantastic teams at Essity and AMV BBDO on this brilliant ad, and well done Laura Holder Cale and all the team Insights by Kantar on the fabulous contribution you made to making it a success.

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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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