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Key insights from London Fashion Week Men’s SS20
London Fashion Week’s Men’s takes place twice a year, several months before the womenswear fashion week events. While it doesn’t (yet) compete with London Fashion Week (LFW) in terms of international press attention and the swathe of famous faces in
The Irresistible Rise of Influencer Marketing
Influencer marketing is becoming increasingly powerful. While it’s unlikely to replace social or content marketing (primarily because it requires both to thrive) it’s fast rising to the top of the talent pool as a way to get consumers to engage
The OCEAN Big Five Personality Traits
How can personality theories be leveraged in marketing? Personality theories have a long, rich history of engaging consumers, from the influence of Freud on 1960s advertising to the “Which Game of Thrones Character Are You?” quizzes on Buzzfeed. In marketing
Psychographics and its Massive Importance to Marketers
Do I really need to read an article on psychographics? Chances are, if you are a B2C or B2B marketer in the process of devising your brand’s marketing and communications strategy, or if you are a market researcher involved in
The skills required to be a great qualitative researcher
The purpose of this article To be honest, there are already lots of articles out there that explore what it takes to be a great qualitative researcher. So why on earth do we need another one? The reason is that
Why market research is so important for SMEs
Great market research creates great brands The ultimate purpose of market research is to minimise risk and maximise ROI, by ensuring the business has total clarity when making important decisions about its customers, brands or service delivery. Its not surprising
Customer Journey Mapping – The road to success
What is Customer Journey Mapping? Customer journey mapping (CJM) is a market research method used to identify and visualise the path that your customers take – or are taken along – when they engage with your brand, be it a
Is Brand Tracking too retro?
The role of the brand tracker The brand tracker remains one of the most enduring and capable research tools available to marketers – when it is understood and used correctly. However, in recent years there has been pushback from some