Research & Insights In Marketing | Andrew Tenzer | Strategy Sessions Ep8 S3

Strategy Sessions

Andrew uses research to drive brand strategy. His career in media includes stints at Channel 4, the BBC and Reach. Andrew also writes for Marketing Week.

In this episode we discuss:

• The infamous Microsoft study of attention (and why it’s bum gravy)
• What the research into social purpose gets wrong (thanks to Marc Pritchard)
• How to spot and avoid bad research
• Why ‘straight line thinking’ doesn’t always get the right answer
• Does more research = better research?
• The post big data era
• The drawbacks of Ofcom’s Communications Market Report (which was new to me – I’m a superfan of this work)
• Social media and they data harvesting problems
• Andrew’s career and publishing of the Empathy Delusion & Aspiration Window

Learn Inbound

Monday 13 March, The Alex Hotel, Dublin

Tickets from €249 although if you use this link you'll get 25% off! https://ti.to/learn-inbound/learn-inbound-october-2022/discount/EXJ1025

Andrew Tenzer

Andrew is an award winning insight and brand strategist with over 10 years’ media experience working at some of the world's most iconic brands including Channel 4 and the BBC.

Most recently, he spent six years as the Director of Market Insight and Brand Strategy at Reach (the largest commercial publisher in the UK) where he was responsible for delivering insight, driving brand strategy and leading on new brand launches.

Andrew is the co-author of a number of industry acclaimed papers, including The Empathy Delusion and The Aspiration Window. Andrew also writes a regular column for Marketing Week.

Socials

LinkedIn https://www.linkedin.com/in/andrew-tenzer-04919657/

Twitter https://twitter.com/thetenzer

TikTok https://www.tiktok.com/@thetenzer

Everything Else

The Road to Somewhere: The New Tribes Shaping British Politics by David Goodhart https://amzn.to/3jWpQYj

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

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Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.