Straight Talk with Nigel Hollis

Nigel Hollis Executive Vice President and Chief Global Analyst, Kantar Millward Brown

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Monday, April 6, 2020

Brand planning in the time of COVID-19

No one knows what the next few months will bring. Right now, much of what we once took for granted seems uncertain. But whatever happens in the months ahead, there will come a time of improved stability and recovery to a new normal.

Wednesday, April 1, 2020

Market research is more important than ever in the age of COVID-19

The rapid decision-making power of market research and consumer insight is never more valuable than in times of crisis. How can businesses use market research to support fast decisions during COVID-19?

Monday, March 30, 2020

COVID-19 hasn’t changed consumer attitudes to advertising

With many brands worried about whether they should continue to advertise during COVID-19, what do consumers think? Kantar’s latest research reveals they’re less concerned than marketers might have guessed.

Wednesday, March 25, 2020

Using qualitative research to stay close whilst staying distant

These are uncertain times for all of us. As well as presenting a major health hazard, Covid-19 may trigger a global recession. Emotionally, psychologically and practically, people are struggling to re-adjust. From a business point of view, it is now more important than ever to stay in touch with how people are responding to this uncertainty. Qualitative research, enabled by technology, allows us to do this remarkably well.

Monday, March 23, 2020

Marketing do’s and don’ts during the COVID-19 crisis

The current crisis is a far cry from the Great Recession but there are things we have learned that are applicable when trying to figure out how to protect brands, businesses and livelihoods. In this post I have listed a few things that brands should do during the crisis and which will help preserve the brand’s standing for the longer-term.

Friday, March 20, 2020

Recommendations for brands, media and content during the COVID-19 crisis

In these unprecedented times, I thought it would be good to share some of Kantar’s thinking on what brands should do during the Covid-19 pandemic. Here are links to three posts that offer a wealth of insights and recommendations:

Wednesday, March 18, 2020

Attention brands: the 'helicopter children' are your new consumers

As parents we all vowed not to turn into one of those over-controlling creatures, the helicopter parent. And yet, to a greater or lesser degree, we secretly praise modern technologies that allow us to reach our children 24/7 and drop them an SMS to find out what they are doing and when they are coming home.

Monday, March 16, 2020

Will the demise of TV force advertisers to measure effectiveness?

For the vast majority of brands growing market share requires growing penetration which, in turn, requires reaching and influencing a wider audience. Until now, TV has been the primary reach medium, but with the advent of online video and ad-free streaming from the likes of Netflix, Amazon and Disney the supremacy of TV is weakening.