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Table of Contents B2B segmentation is the process of dividing an organisation’s target audience into smaller groups – or segments – based on common characteristics. What is B2B Segmentation? B2B segmentation is the strategic process of dividing a business market

Table of Contents After many years of delivering brand trackers – and hearing firsthand the most crucial questions – So what? and What now?; Brandspeak landed on two fundamental (and yet obvious) insights into brand tracking: Somewhere along the line,

Table of Contents Not all customers are the same – and that’s exactly why customer segmentation is so powerful.  In any business, your audience is made up of individuals with diverse needs, preferences, and behaviours. Rather than treating them as

What are 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,

Table of Contents Brands that thrive are those that keep a close eye on their performance and public perception. Brand tracking refers to the continuous process of measuring your brand’s health, awareness, and customer sentiment, versus those of your competitors’,

Table of Contents In a modern competitive landscape, building a standout brand is no small feat. An effective brand strategy calls for something beyond creativity; it needs to be based on real understanding of the market, the consumer and the

Table of Contents In today’s fiercely competitive marketplace, where customers are constantly bombarded with choices, building brand loyalty has become more challenging and more critical than ever. Strong customer loyalty not only fosters repeat business but also turns your customers

Table of Contents There’s a misbelief that brand tracking remains the preserve of established brands with significant research budgets. In this article, we outline what start-up brands can gain from brand tracking and why it’s important to be tracking from

Table of Contents A customer segmentation is arguably one of the most strategically useful research projects you’ll commission. Done well, it will direct your marcomms strategy and your product/service development, ensuring your efforts are focused on the most valuable customer