Nunwood studies consumer engagement for CMO Club
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UK—The Chief Marketing Officers’ Club has teamed up with Nunwood to research how brands can better engage with their customers.
Around 1,500 respondents across seven countries were interviewed for the project, and full findings will be reported at the Cannes Advertising Festival in June.
Online interviews were carried out with respondents in the US, UK, France, Italy, Spain, Germany and the Netherlands.
Jeffrey Merrihue, president of the CMO Club said: “We’re working with Nunwood across Europe to get a deeper and broader insight into the web-revolutionised consumer world and its impact on brands…
“We want CMOs to share best practice internationally, based on measured outcomes – both good and bad. Social media has changed the traditional marketing landscape forever and marketers continue to enjoy a mix of phenomenal success and unmitigated disaster.”
Nunwood’s chief strategy and corporate development officer James Walker (pictured) said: “We’re working towards a new model of consumer-brand engagement. The risks of a negative customer experience have been accelerated and amplified by social media. We’ve moved from a world of brand-centricity to a world of consumer-centricity where consumer, brand, experience and market sentiment are all interwoven.”
Readers' comments (2)
John Grono | 11-May-2010 11:55 pm
Deeper and broader insights into consumer insights from n=1,500 across seven countries?
Do they really believe that consumers are so homogenous across different countries, between consumers within countries, and finally all 'engage' in the same manner?
I won't be holding breath for the results - sounds like a piece of work to get a gig at Cannes.
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David Lewis | 12-May-2010 7:19 pm
This made me laugh! So - one of our most progressive agencies is reaching out to a group of senior marketers (not researchers!), discussing the new brand landscape...and the first comment from the research community is about sample design!
To avoid being eventually replaced with software packages, researchers need to learn to evolve and focus on themes and commercial issues, rather than obsessing about who's got the best or biggest sample.
(Ps. 1500 interviews isn't a bad start: I've seen businesses stake hundreds of millions on far fewer.)
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