Recode The Future</>

Research Insights from C-level executives in Retail, FMCG & B2B

6-month Research Project conducted by Truberries on Sleed's behalf

150+

Participants

C-level executives and Marketing Decision Makers

Industries

Retail, FMCG & B2B

25% of them were Sleed existing clients

Methodology

Qualitative & Quantitative Research

In-depth interviews

Market Research - Why now?

The introduction of new technologies and the advent of AI are changing the landscape of digital services. As a company, we considered it important to record the views of market executives so that we can better understand the needs and trends created by these changes. For this reason, Truberries was commissioned with the research project "Recode the Future", in which qualitative and quantitative research was conducted on more than 150 executives with significant insights regarding marketing spends, market trends, and the use of AI within companies.

Research Results

Agency Selection Criteria

Previous positive collab experience

4.6/5

Creativity

4.5/5

Tech Knowledge

4.5/5

Brands prioritize partners who deliver measurable impact, not just strong positioning or reputation.

Technology

95%

See technology as a medium to improve their results and only 5% as a medium to save cost

Market Dynamics

Marketing is no longer a single-discipline function

90%of respondents say marketing requires coordinated multi-team expertise

63%prefer Digital Agencies over a Traditional partner

Companies are moving towards more complex collaboration models, but still lack central coordination.

Marketing Budgets

84%Increase Marketing Budgets(12% of them increase more than +20% annually)

17%Use the ⅔ of the budget on Digital Channels

Digital investment is growing cautiously.

The market is not looking for impressive promises, but practical support with clear results. It seeks partners who manage and coordinate multiple specialties clearly, speak with facts and real evidence, help in the proper utilization of data and technology, and offer solutions that facilitate everyday life rather than complicate it. Those who manage to combine service providing, data, AI, and substantial guidance will have a competitive advantage in the coming years.

Do you want to know more?

Do you want to discuss the results in more detail and what they mean for the future of your company?

Let's Talk

Recode the Future Unwrapped

In the following episode of the Sleed the Way Podcast, Nikoletta Merzioti, COO of Sleed, and Sofia Protonotariou, CEO of Truberries, discuss the results of the research and where future opportunities lie.