Speaking at yesterday’s MediaTel Group seminar on the ‘Future of Media Research’, panellist Andre McGarrigle, director of research & customer insight at Guardian News and Media, emphasised the importance of marketing research correctly.
Also on the panel was Richard Helyar, head of channel insight at BBH, and he agreed that it is not enough just to produce a fantastic piece of research.
“Marketing and packaging is really important, it has to be fresh,” he said.
Helyar added: “If the brief is good enough you’re likely to have something on your hands that people are interested in – you have to get the brief right.”
The panel agreed unanimously that the success of a piece of research relies on its narrative cohesion. “It’s all about the storytelling,” said McGarrigle.