If you want to take your marketing up a gear, you need to get strategic. This means starting to work at a campaign level; defining overarching concepts that give direction to your marketing activities. The idea is to create a joined-up strategy that really packs a punch with your target audience.

Planning a campaign can seem pretty daunting, especially if you’re putting a significant chunk of marketing budget behind it. How can you be sure you’re backing the right concepts and pushing the right messaging? In this guide, we’ll show you how consumer survey data can help you plan campaigns with confidence.