132: In Understanding We Trust

You’re not alone if you take pride in your culture. But do you feel that brands understand your culture, context and deeply personal preferences? A recent survey revealed that nine in ten consumers feel that brands must show their understanding and appreciation of national identity and culture – but only 23% feel brands understand are actually doing so. Given our reliance on digital – isn’t it about time that brands make the effort to demonstrate they understand us? We speak to Michael Brennan, Ingenious8, about his research report, ‘Unlocked 2023: In Understanding We Trust’, which questioned 6,500 customers across 13 countries about their global customer experiences. Michael delves into the findings, key themes emerging from the research and explains why now is the time for brands to invest in their underlying technology and services in order to deliver on their customer experience promises.

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Michael is responsible for all aspects of research and insight at integrated B2B marketing agency Ingenious8, working across multiple clients and industrial sectors.

Benefiting from over 20 years’ of work in marketing research, including primary qual and quant approaches across the UK and internationally, Michael brings great experience and perspective to any project. In recent years Michael has delivered high value thought leadership reports for multiple clients, working closely with client stakeholders and partners to ensure the best possible results. After graduating from the University of Cambridge with a degree in Theology & Religious Studies Michael spent some time in media sales before establishing himself in marketing research at the Newspaper Society in 2000, going on to work with newspaper publishing companies before moving into outdoor advertising with the Dentsu Aegis Group and then working for media specialist OMD International on their global accounts. Subsequent experience includes social trends, futures research and data consultancy, before joining Ingenious8 in 2021.


Marine Esquenet

Marine Esquenet

Social Media Specialist, RWS Group

Marine is RWS’s Social Media Specialist, responsible for developing and implementing the company’s global social media strategy.

After graduating as a translator from German and English into French, Marine did her internship at RWS in Berlin as a translator and terminologist. After her internship, she continued to work for the RWS Berlin office as a technical translator for 5 years while continuing to learn about marketing and social media. She then did some consulting for RWS as a social media specialist and became RWS’s social media manager in 2021, managing the company social media channels and community.

Marine has a degree in translation and terminology from the UCLouvain in Belgium. In her free time, she enjoys learning foreign languages, doing sport and taking a walk in the sun to discover cute coffee places. She is based in Madrid, Spain.

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