Miguel Magalhães is a lecturer at IPAM and a Brand Manager at P&G, passionate about research and education of marketing as much as about the practice of it. His Shiny New Object is market orientation - the act of understanding and research your whole market rather than just parts of it, before translating your insights into strategy, tactics and practice.

While not an entirely new concept, Miguel explains why most brands and organisations don't actually act in a market oriented way, or at least not completely. Listen to his advice on how to do so, as well as to Miguel's top tips for students and marketing beginners, in our latest episode.

The host of the Shiny New Object podcast is Tom Ollerton, founder of Automated Creative.