Research

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Why scrutiny of the CMO title may be a good thing

In its 2020 predictions for CMOs, Forrester expects many firms will continue eliminating the title, which might be good for business.

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How do consumers expect to interact with brands in 2030?

A survey shows consumers are ready to embrace more tech if brands balance using data well with using it responsibly.

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Canadian businesses slightly more optimistic

The Bank of Canada’s latest quarterly survey shows most businesses (outside of the Prairies) are feeling good about future sales.

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Holiday spending expected to rise slightly

A report from PwC predicts online shopping time will continue to go up, though most consumers favour a mix of channels.

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What influences Canadian fashion shoppers?

A survey shows what factors impact the purchase journey, both in-store and online.

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Are Canadian businesses prepared for cyber attacks?

From the C-Suite newsletter: A survey found many are unaware of PIPEDA obligations and underestimate the impact it has on reputation.

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The Next Big Thing in research

As the field begins to see more traction, players in neuromarketing look to automate their tech.

Gen Z

Gen Z doesn’t see its identities shown in marketing

A report on the cohort’s understanding of sexual orientation and gender reveals a shortcoming for brands.

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Made in Canada matters to overseas consumers

A PwC survey of international shoppers shows leaning into a brand’s Canadian roots could help them expand into new markets.

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How creative leaders are adapting to new tech

A poll of advertising and marketing managers reveals the barriers to integrating things like AI into their teams.

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Gen Z Canadians less keen on green than Americans

U.S. consulting firm A.T. Kearney also finds that young Canadians are more forgiving of bad retail experiences.

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What will drive consumers in 2035?

Here are the trends shaping consumer behaviour over the next 15 years, as heard at the Marketing Evolution: C-Suite Summit.

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Marketers invest in ‘what works and what converts’

A new Gartner survey finds chief marketers remain positive about their budgets, despite negative economic headwinds.

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Canadian retail growth continues to stumble

Uneven sales across categories have led analyst Ed Strapagiel to predict gloomy results for the rest of 2019.

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Canadian seniors want more tech in their lives

A survey shows the areas where demand is greatest for digital tools and services among those over the age of 65.