In Clear Focus

IN CLEAR FOCUS: Experts in sustainable development, retail, innovation, and consumer behavior explore the challenges and opportunities for marketing sustainability. We discuss topics including the shift to a purpose-driven economy, the advertising industry's impact on carbon emissions, and ways in which brand marketers can influence eco-friendly consumer choices with verifiable claims. To receive...

IN CLEAR FOCUS: Brainsights ' CEO Kevin Keane discusses leveraging consumer brain data for creative effectiveness and optimizing brand integrations through salience, storytelling, and support. Based on consumer research, Kevin also reveals new data on the power of audio branding and explains how brands can imbue fresh meaning with the strategic use of sonic assets to support memory activation. We...

IN CLEAR FOCUS: Josh Bernoff, author of "Build a Better Business Book," shares insights about writing and publishing successful business books. Josh offers tips for planning, outlining chapters, and eliminating writer's block. He discusses co-authoring, ghostwriting, and publishing models. Josh also provides expert advice on promotion and timing marketing efforts effectively. For readers and aspir...

IN CLEAR FOCUS: Solitaire Townsend, co-founder of change agency Futerra, joins us to discuss her book, The Solutionists: How Businesses Can Fix The Future . Solitaire shares insights about creating effective sustainability marketing and offers guidance on communications using a practical framework based on psychographics. We also explore a new green claims directive and the role of social media cr...

IN CLEAR FOCUS: Dr. Emmanuel Probst, Global Lead, Brand Thought-Leadership at Ipsos, discusses his book, Assemblage: The Art and Science of Brand Transformation . Emmanuel explains why, to be successful, brands need to focus on three dimensions: shaping expectations, harnessing context, and demonstrating empathy. We also discuss contextual brand tracking and how understanding the occasions that dr...

IN CLEAR FOCUS: Exploring the rapid adoption of Artificial Intelligence in marketing, we revisit conversations with recent guests, including Katie King, Renee Hartmann, Nick Wolny, Dave Kaye, Paul Sloane, Rohit Bhargava, and Martin Oxley. Conversations examine the ways in which AI is being used in sales and marketing, retail, consumer research, translation, and content creation with relevant examp...

IN CLEAR FOCUS: A discussion about evidence-based marketing with Richard Bambrick, founder of Bamboozled , a UK-based research agency. Richard shares the importance of testing distinctive brand assets and a four-stage process for doing so. He also explains his approach to measuring brand health and how it differs from traditional awareness tracking. Plus, we learn about Bamboozled's focus on actio...

IN CLEAR FOCUS: Martin Oxley, Managing Director of buzzback, discusses the evolving landscape of consumer research. Martin talks about the importance of understanding emotions in decision-making, the role of AI in research, and global collaborations in the industry. He also shares his personal experiences working with clients such as BMW, L'Oreal, and Verizon. Stay tuned to hear how his playlist w...

IN CLEAR FOCUS: Jenni Romaniuk is the International Associate Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. In the second part of our podcast interview about Jenni's new book, Better Brand Health , we dive deeper into Category Entry Points (CEPs), the 7Ws Framework, and metrics, including mental market share, mental penetration, network size,...

IN CLEAR FOCUS: Jenni Romaniuk is the International Associate Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. In the first of two episodes discussing her new book,  Better Brand Health: Measures And Metrics For A 'How Brands Grow' World , Jenni shares insights about how brands grow, why small brands should adjust expectations when assessing bran...

IN CLEAR FOCUS: Sandy Skees, author of the new book, Purposeful Brands , discusses brand purpose, sustainability, and ESG communications. We examine how marketers can foster positive environmental and social outcomes and why Sandy believes businesses must commit to their purpose in order to create a flourishing planet and equitable society. IN CLEAR FOCUS listeners can claim a 25 percent discount...

In Clear Focus: Inside Coverings 2023 , North America's largest tile and stone trade show. Recorded during the event, three guests join host Adrian Tennant to discuss the latest trends, innovations, and technologies in the tile and stone industry, Bigeye's role in creating marketing materials for Coverings , and how attending the event benefits designers such as Christina Rexford, who shares her e...

In Clear Focus: Dr. Rachel Lawes returns to discuss the newly expanded second edition of her book, Using Semiotics in Marketing , which takes readers on a complete journey from identifying business problems to publishing and debriefing. Learn how to develop publishable semiotics research by following the step-by-step guides in the book. In Clear Focus listeners can claim a 25 percent discount on U...

In Clear Focus: We delve into Bigeye's national pet ownership study alongside Dr. Andrea Laurent-Simpson, examining the legal recognition of animals as sentient beings. We also investigate the impact of social media, with Bigeye's Savannah Santiago explaining how she selects pet influencers. And we learn about medical breakthroughs that could extend the lifespans of dogs and humans. The multifacet...

IN CLEAR FOCUS: Concluding our tenth podcast season, a look back at some of the topics and books featured in the Bigeye Book Club. IN CLEAR FOCUS listeners can claim a 25 percent discount on all our selections at KoganPage.com by using the promo code BIGEYE25 at the checkout. You can also find full transcripts and links to resources on our website at https://www.bigeyeagency.com/insights/#podcast...

In Clear Focus: Dr. Andrea Laurent-Simpson of SMU discusses Bigeye's 2023 US Pet Owners Study, revealing that 97 percent consider their pets family members. Hear how owners derive personal happiness and emotional support from having pets, and why the data reflects consumers' desire for healthier lifestyles, holistic well-being, and the growing number of child-free or involuntarily childless indivi...

In Clear Focus: Expert Dave Kaye talks about his love for qualitative research. Dave discusses his mobile-based ethnographic research platform, Field Notes, which allows researchers to capture consumers' lives through their smartphones using video, photos, text, and screen recording features. We also explore some case studies and talk about how Dave's business, Peek Content, guarantees high-qualit...

In Clear Focus: This week's podcast guest Renee Hartmann is the co-author of the Bigeye Book Club selection for March, Next Generation Retail: How To Use New Technology To Innovate For The Future . In this episode, Renee discusses how retailers and brand marketers can embrace new technologies to respond to consumers' changing demands. IN CLEAR FOCUS listeners can claim a 25 percent discount on Nex...

In Clear Focus: Rohit Bhargava is the co-author of The Future Normal , a new book featuring 30 non-obvious ideas and consumer trends that will shape the next decade. Rohit joins us on the day of the book's publication to discuss how he identifies and curates non-obvious ideas, and how his background in ad agency strategy influences his approach to writing. Rohit also explains what motivated him to...

In Clear Focus: Sonia Thompson is a recognized expert on inclusive marketing. In this encore episode, Sonia shares her experiences as a Black woman that led her to notice how brands and retailers struggled to engage people who didn't fit into what has been considered mainstream. Sonia discusses the success of Rihanna's Fenty brand and Target's focus on co-creating with Black employees and supplier...

In Clear Focus: Combining food ideas and tips for an attainable eco-friendly lifestyle, Marley's Menu is a web-based collection of recipes that promote sustainable living. It's the brainchild of our guest this week, Marley Goldin, who labels herself as a mom, foodie, creator, and qualified environmental scientist. Marley shares her personal story about career switching, discusses food waste and su...

In Clear Focus: Michael Solomon is an expert on consumer psychology and why people buy. He joins us to discuss his new online course focused on consumer engagement. Called Engage! How To Turn Your Bored Customers Into Brand Fanatics , the online course provides six hours of tuition. Michael gives us a taste of what to expect from the course and provides some examples drawn directly from the conten...

In Clear Focus: Guest Paul Sloane is the author of Lateral Thinking For Every Day: Extraordinary solutions to ordinary problems , this month's Bigeye Book Club selection. Paul shares practical ways for marketing professionals to harness lateral thinking, explaining techniques for generating fresh, unexpected ideas and tackling problems more creatively. ICF listeners can claim a 25 percent discount...

In Clear Focus: Guest Chris Harvey is the founder of Activate Research, based in the UK, and an expert in helping market researchers yield deeper consumer insights. Chris has developed research methods that leverage consumer psychology, especially behavioral science, to help better understand, predict, and influence target audience behaviors. He shares some of his favorite models and frameworks th...

In Clear Focus: Guest Katie King is the author of AI Strategy for Sales and Marketing , this month's Bigeye Book Club selection. Katie offers practical advice on how creative agencies can use AI, providing inspiring case studies illustrating how AI is already impacting sales, marketing, and CX across several different industry sectors. In Clear Focus listeners can claim a 25 percent discount on AI...