
A new study has revealed that female stereotypes in advertising are declining: only a quarter (28%) of UK women now say they feel pressure from ads to look and act a certain way, compared to 49% in 2017.
Has data-driven personalisation has lost its way? Some organisations are being lazy in their approach by relying on data alone. Jil Maassen, Lead Strategy Consultant at Optimizely, looks at how businesses can re-introduce old fashioned creativity in their approach, and why customer insight isn’t just driven by technology and data, but real experiences.