Mayur Bhatt

All around the world, attitude-based campaigns are quickly losing popularity. One major reason for this decline is the strong criticism from U.S. President Donald Trump. He attacked these campaigns openly and repeatedly. Brands like Coca-Cola are taking a stand. Do they benefit from this? Now, a new study has been published. It questions the actual financial value of these attitude campaigns. The study suggests they may not be as useful as many believed. Does this mean the critics of these campaigns were always right? That’s not an easy question to answer. The truth is more complicated and needs deeper understanding. The study by the market research institute GIM shows what good market research should always be. It stays neutral and clear when presenting numbers. At the same time, it carries a powerful meaning. GIM focused its target group survey on just one simple question. The question was: Does a company’s openly shared social commitment lead to more people buying its products? ...

Marketers hope generative artificial intelligence will help them give each customer the personal touch they now expect. They see customers asking for messages, images, and offers that feel made just for them. This new technology can speed up content creation and add unique details that speak directly to individual needs. With more than 500,000 content assets per year, it is almost impossible to do without generative AI An Adobe study shows that marketers face growing pressure to roll out fresh material all the time. It finds that today’s teams must publish more blog posts, social updates, videos, and emails than ever before. Marketers now feel a constant push to innovate and keep their audiences engaged with brand-new content. Adobe surveyed over 408+ marketers to understand how content needs have changed. About 80 percent of those marketers say that demand for content has risen in the past two years. They report a steady and noticeable increase in requests for articles, videos, and ot...

Companies can use video campaigns to connect with their target audiences in a creative and interactive way. These campaigns help brands show their messages through moving images, sound, and storytelling. However, the success of a video campaign depends on many different things. It is not just about making a nice video. Every part of the campaign must work together. From the design to the technology, everything must support the goal. Creative ideas play a very important role. A video must catch people’s attention right away. If the idea is strong, the viewer will stay interested until the end. Using the right technology is also very important. The video must load quickly and play smoothly on all devices. People will lose interest if the video is slow or doesn't work well. Reaching the right audience is another key point. The video must show to people who will find it interesting and useful. Good targeting makes sure that the message goes to the right group. In this article, we will ...

Many employer branding campaigns are based on big topics that have a strong emotional or social meaning. These topics often touch society deeply and get a lot of attention. But what should a company do if it is not a popular or loved brand? What if people do not feel a strong connection to the company? What happens if the product is hard to understand or needs a lot of explanation? Or what if the product is just simple and not very exciting? These situations make employer branding much more difficult. That is when the real challenge starts. In this article, we share useful tips on how to handle this tough situation in a smart and creative way. Employer branding is not about polishing your image. It does not try to make your brand look better than it really is. Instead, it seeks to become truly meaningful to the people you want to reach. What really matters is resonance. Brands earn resonance by forming a genuine connection with their audiences. They spark that bond in three main ways: ...

The Conjoint method tries to find out which features of a product are most important when people decide to buy it. In this method, researchers show participants different versions of a product. Each version has different features. The participants then have to choose between them. This helps researchers understand which features truly matter to buyers. The method places participants in a real decision-making situation. It does not ask them general questions. Instead, it gives them options, just like in real shopping situations. This makes the results more realistic and useful. It helps companies see what customers value most when they choose one product over another. Some expets conducted study to test something new. They used the Conjoint method, but changed the design of the survey. Usually, surveys use a plain table format. In this study, they compared that old format with a new one. The new format looked like a modern online shop. This new shop-like design helped people feel like t...

Brand Experience, Customer Experience, User Experience – These are all parts of the experiences that people have when they interact with a product, a service, or a brand. This field of experiences is very large and covers many different areas. Experience Research tries to shine a light on this complex field. It helps us understand these experiences better. The main tools used in experience research are market research and UX (user experience) research . New approaches in UX research - How AI Will Break Traditional Barriers in the Future? But even today, there are still many challenges and problems that block us from fully understanding our target groups. We still do not always see clearly what people want, need, or feel. How will artificial intelligence (AI) help remove these problems in the future? How will it help us understand people better? How do Market Research and UX Research differ from each other? Market research tries to find out if a product, idea, or service can be suc...

We've been using ChatGPT for a while now. We use it to help with desk research. It helps us find sources and existing studies on topics that matter to us. We also use it to shape our study designs and build the structure for our questionnaires. ChatGPT helps us write and fix syntax commands too. We use these commands for descriptive data analysis. But we don’t only rely on ChatGPT. Alongside it, we also use Copilot and Claude from Anthropic. Each tool supports different parts of our work. We wanted to find out if generative AI tools could also help us create and test advertising materials. Our main goal was to make advertising that fits specific target groups. We also wanted to spot chances for improvement early in the process. This would allow us to discuss these improvements with the agency and the campaign management team before the ads go live. That is why, over the past few months, we have been testing how useful large language models can be in advertising effectiveness. We tr...

In today’s data-driven advertising world, traditional analysis methods often fail. AI helps overcome these limits. It can quickly process complex data streams and provide real-time market analysis. This leads to big changes in the ad industry. It starts with combining all data and goes all the way to analyzing visual content.  Artificial intelligence and marketing merge more and more To develop precise marketing strategies, teams must process vast amounts of user clicks, impressions, and sales data. Manual measurement methods cannot keep up. Teams face long delays and high costs when they analyze that data by hand. These delays hurt timely decision-making. Advertisers face constant pressure to track market trends in real time. They need fast feedback on campaign performance. With real-time data, they can shift budgets to channels that deliver the best results. This agile approach keeps them ahead of competitors. AI systems can automate data cleaning, sorting, and analysis in second...