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Paul Marsden

General Election 2015: A Bad Night for the Market Research Industry?

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“Fire your market researcher” is this morning’s cry from the media as the market research industry’s surveys on UK voter intentions proved to be as accurate as the beliefs of the Flat Earth Society. For months, the market research industry, armed with surveys, Big Data and powerful modelling has been unanimous in its prediction that the UK would return…

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Growth Hacker Marketing [Speed Summary]

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Growth Hacker Marketing: A Primer on the Future of of PR, Marketing and Advertising Author: Ryan Holiday Publisher:  Profile Books Publication date: 2014 (Expanded edition) It’s a case of mistaken identity. You may think you are a marketer, but actually you’re now a ‘growth hacker’. At least that’s the case if you want to keep your…

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The 9 FMCG Trends of 2015 [Speed Briefing]

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Last week, the winners of the 2015 Product Innovation of the Year awards were announced. And based on an analysis of the voting patterns of the 10,000 strong consumer-jury, we’ve identified the 9 big trends shaping FMCG in 2015 and beyond. So here’s a short presentation of the trends, along with all the winners; the winners…

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The Paradox of Choice [Speed Summary]

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The Paradox of Choice: Why More Is Less Author: Barry Schwartz Publisher:  HarperCollins Publication date: 2005 The success of your next innovation will depend on whether you are marketing to ‘Satisficers’ or ‘Maximisers’. To find out whether you and your consumers are Satisficers or Maximisers take the test below. In many categories, consumers are primarily ‘Satisficers’ – they opt for the…

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The Consuming Instinct [Speed Summary]

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The Consuming Instinct: What Juicy Burgers, Ferraris, Pornography, and Gift Giving Reveal about Human Nature Author: Gad Saad Publisher:  Prometheus Publication date: 2011 Reasons not Rationalisations Ask consumers the reasons why they buy the stuff they buy, and you’ll probably get rationalisations, not reasons. Rationalisations are the ‘justifications’ we make to ourselves – and to others…

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Ten Types of Innovation: The Discipline of Building Breakthroughs

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Ten Types of Innovation: The Discipline of Building Breakthroughs Author: Larry Keeley, Ryan Pikkel, Brian Quinn and Helen Walters Publisher:  John Wiley & Sons Publication date: 2013 Q: What’s the best way to fail at innovation? A: Do product innovation. This is the controversial message of a new hot book on innovation that’s getting glowing reviews – 10 Types…

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Creativity Inc [Speed Summary]

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Creativity, Inc. Overcoming the Unseen Forces That Stand in the Way of True Inspiration Author: Ed Catmull, Amy Wallace Publisher:  Bantam Press Publication date: 2014 Fear’s Dark Force What’s the secret to a successful innovation project? Fail early, fail fast, fail fearlessly. Every early failure is a door that closes on future wasted time, allowing you…

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Zero to One [Speed Summary]

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Zero to One: Notes on Start Ups, or How to Build the Future Author: Peter Thiel & Blake Masters Publisher: Virgin Publication date: 2014 Competition is for wimps. Real innovation should be about creating monopolies. That’s the central tenet of this season’s bestselling must-read blockbuster on innovation, Zero to One, from PayPal creator and innovation investor Peter…

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Next Generation Coke Life – Future-Proof or #Fail?

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Is Coke’s next-generation Cola, Coke Life with all the sweetness of regular Coke but with half the sugar (thanks to added steviol glycosides) – a winner?  Similar to the failed Pepsi Raw, Coke Life has a reduced equivalent of 6 tea-spoons of sugar per can, and is targeting “35- to 55-year-old consumers who are looking for a lower calorie cola…

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Apple iWatch’s Lesson for FMCG Innovation

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Consumer tech and consumer staples (FMCG). Light years apart right?  What could Apple’s latest venture into wearable tech – (unofficially) codenamed iWatch – possibly teach us about innovation in FMCG? One HUGE lesson. Don’t be first, be better. Like the iPhone, the iPod, the Mac, the Apple TV, and iTunes, Apple’s new smart wristband is…

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