In 25th November 2022, SAGE Publications published an ebook written by Tracy L. Tuten entitled Principles of Marketing for a Digital Age, which featured a case study of FlexMR’s work with UK television company, ITV. The book introduces the reader to all the essential concepts and tools for marketing in a digital age, of which market research and data analysis are one of those essential tools.
As Tracy notes in her book, “market research provides diagnostic information to guide marketing decisions”, and most marketing professionals are at least familiar with market research techniques when analysing keyword trends, testing communications, and more. Research has played a significant role in the success of many marketing campaigns and important business decisions from the very start – something FlexMR knows all too well and we helped ITV with their business challenge with important insights.
FlexMR in Principles of Marketing for a Digital Age
FlexMR and ITV feature in case study 4.3 in Tracy Tuten’s book, where FlexMR and ITV provided a comprehensive explanation of their work together, including the challenges faced, the solutions created, the insights generated and the actions taken by ITV on those all-important insights.
ITV’s market research challenge was to find out what their target audience wanted to watch, especially on their own streaming service so they could compete with the streaming giants. ITV employed FlexMR to conduct a full-service custom market research programme incorporating several qualitative and quantitative methods in a short-term insights community to provide feedback on the ITV Hub experience.
Tracy Tuten shares a deeper exploration of the methodologies employed, the insights generated and the actions taken, as well as some valuable insight from ITV’s CEO, Adam Crozier. Tracy uses this case study to ask her readers to think critically about the market research process, including:
- How ITV met its goals through market research
- If there was anything missing from the study that could have helped propel it into further success
Read the book now to find out more about FlexMR’s ITV case study and the principles of marketing.
About Tracy Tuten
Tracy L. Tuten is a professor of marketing at Sofia University, USA and author of several books including co-author of the award-winning textbook, Social Media Marketing. Her first book, Advertising 2.0: Social Media Marketing in a Web 2.0 World, was followed by others on using social media and digital marketing for the enterprise, and the book, Advertisers at Work, which features interviews with luminaries in the field.