Ehrenberg-Bass News

Byron Sharp might not make things interesting but his work with the Ehrenberg Bass Institute has changed the face of modern marketing forever.

This year’s Festival of Marketing will see our key editorial themes come to life across two days on the Marketing Week Strategy and Leadership stage and beyond – with the help of some of the biggest names in the industry.

Prof. Byron Sharp says, “The lesson for market researchers and insight directors is just how easy it is to make compelling slogans from incorrect findings." Indeed, NPS can be an example of businesses preferring to gauge what is cheap and easy to measure rather than what is actually important.

Small brands may have many of the same challenges as big brnads, but growing a startup is about entrepreneurship and sales, not marketing strategy.

I do hope focus groups are going out of fashion however, I suspect they aren’t. Marketers today are better educated about alternatives, and about the problems with focus groups, but the drama and speed of focus groups makes them attractive.