Here at 2cv, we like to explore...

MediaMichael Murphy

Ritson’s Monster vs. The Unicorn Marketer

I recently joined Marketing Week's webinar, 'Ritson's monster', in which marketing guru Mark Ritson outlined the 12 traits of his perfect marketer. I was drawn to this, in no small part, by our recent work collaborating with the World Federation of Advertisers exploring similar ideal marketing characteristics. Reassuringly, there are a number of parallels between Ritson's work and our white paper entitled 'The CMO conundrum and the search for the unicorn marketer'. However, there are some differences too, most notably our emphasis on the need to share roles and responsibilities across a team rather than expect one 'unicorn' marketer to possess all the ideal traits.

Ritson’s Monster vs. The Unicorn Marketer
 
 
LifeJess Boize

Improving the shopper experience in home and retail to create stronger customer connections - Lessons from fashion and beauty for home brands and retailers

This week I found myself googling fence paint (Cuprinol "Fresh Rosemary" if you're interested) and I'm weirdly ashamed to admit I was 100% serious. So serious that this morning we got to Homebase for when it opened at 9am to guarantee we didn't miss nabbing two of the five tins left in stock (according to their website the night before, anyway).

Improving the shopper experience in home and retail to create stronger customer connections
 
 
Behavioural ScienceJane Goldthorpe

The psychological principles underpinning the success of Beauty Pie

Beauty Pie, the luxury beauty subscription service, is one of the beauty industry's best-kept secrets. Established in 2016, by Marcia Kilgore (creator of brands such as Bliss and Soap & Glory), it offers products with the ingredients and quality of luxury brands at high street prices. In their own words, they're a 'disruptive, direct-to-consumer luxury beauty brand that is giving the mainstream luxury beauty brands a run for their money'. It's unsurprising this is a successful proposition that many buy into. But great products at great prices are not the only thing keeping women (and men) coming back.

The psychological principles underpinning the success of Beauty Pie
 
 
GamingAntonio Margaritelli

Why the ad supported model of in-game advertising is a win-win-win

As mobile gaming continues grow around the globe our research reveals how the ad supported mobile game model is a win-win-win for players, advertisers and developers. 

Why the ad supported model of in-game advertising is a win-win-win
 
 
2CVJames Redden

Does gender matter in start-up investing?

As with everything, the COVID-19 pandemic is expected to dramatically alter the start-up landscape globally. On the one hand, the massive layoffs will push some skilled people towards entrepreneurship; on the other hand, start-up funding has been hit hard - e.g. Series A+ deals in Asia have dropped by 33% between November 2019 and February 2020, according to Startup Genome. 


Does gender matter in start-up investing?
 
 
Digital

Using digital qualitative methods in the time of COVID-19

While the world remains in varying states of lockdown, 2CV's experience and toolkit of digital methods have risen to the challenge of meeting the needs of our clients. 2CV has been working with digital and online methods for the last 10 years, we have over 150 digital research projects under our belt, for over 60 global clients; we have a clear sense of the benefits (and the drawbacks!) of digital approaches and how best to apply them.

 

Digital approaches are not a 'replacement' for face to face approaches long term, for us, it is always about using the right tool for the job. And right now, when face to face qual is a challenge, digital tools provide a range of solutions we can use to engage participants around the world. 

 

Pressing pause on face to face research and the rise of digital qual
 
 
2CVAntonia Cheese

Webinar: In search of the unicorn marketer

Join us as we unveil results from our work with the WFA on the 'marketer of the future'.

 
 
2CVAntonia Cheese

Webinar: Shaping The Marketer of the Future – An APAC perspective

Join us as we unveil results from our work with the WFA on The Marketer of the Future - The APAC perspective

 
 
DigitalEmily Jackson

Is now the time to re-think our perceptions of digital wellbeing?

With all the dramatic, recent changes and new pressures in our lives, is now the time to re-think digital wellbeing?

 

Across the world, communities have experienced a range of lockdown style restrictions for weeks or even months, complying with their respective governments' advice means many are now 'living' online. After developing my own bit of what can only be called 'screen-based cabin fever', I have been thinking a lot about what my own digital wellbeing now looks like and how I can break free from the screens. So, like many people, I finally bought a bicycle in the hope of spending more time off-screen and finding the freedom to explore beyond my London borough.

Is now the time to re-think our perceptions of digital wellbeing?
 
 
2CV

Consumer Response to COVID-19 Part 6

In light of the dramatic changes to our lives responding to the covid-19 pandemic, we are asking people across the globe to share their stories in a series of selfie videos. Helping both us and our clients keep tabs on the rapid pace of change and consumer response. 

 

Our sixth instalment explores how the crisis is impacting our mental health under a variety of lockdown style restrictions are in place across Europe.