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Brand tracking is a way to invest in your brand Your brand is one of your biggest assets. The most effective brands – the ones that we all love the most – deliver real benefits for organisations such as customer

Definition of projective techniques in qualitative market research Projective techniques were originally developed in the 1960’s for use in clinical psychology.  The projective techniques that are used in qualitative market research today take the form of deliberately ambiguous, interpretive exercises,

Best practice brand performance measurement You can buy a suit off the peg. There are advantages in doing so – cost, speed, availability. This is all fine if you are a standard size and shape and you are not looking

Introduction We’ve been on a bit of a roll recently with our blog posts on segmentation. We’ve written about what is market segmentation and why do you need it, we’ve given you some practical hints and tips on how to

Why Measure Brand Performance? First of all, why do you need to measure your brand performance? Surely, sales figures will tell you all you need to know. If your products and services are selling then your brand is doing its

What is brand tracking and how do you use it? What do Dixons, Woolworths and Blockbusters all have in common? Once iconic brands, they have all now disappeared from our high streets. Why? Because things change. Brands fall out of

Three ways to maximise your investment in market segmentation research Market segmentation research should be an investment. But not an investment like gold or bonds, something that you stick in a dusty vault, or the digital equivalent, and try to

What is market segmentation? We are all different, and that is a wonderful thing. Our differences are what make us interesting, and diversity brings richness and colour to every situation. However, we also all have similarities which make it possible

How to conduct market segmentation research If you’ve read our previous blog – What is market segmentation Research? – you will be clear on the benefits of conducting this kind of important research. Congratulations. You are ready to take the