Seminar Looks At Leveraging Research

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.

He said: “There is a huge amount of research out there. The key to getting used is all about marketing it and giving it a bit of identity.”

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.

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