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Market research was originally born out of the hard-nosed discipline of business realism. The bridge between boardroom goals and consumer truths. But somewhere along the way, the market research sector lost sight of an essential purpose: helping companies sell more goods and services.

At Brandspeak, we believe it’s time for ad testing to evolve – from being diagnostic and descriptive to being predictive and actionable. That’s why we created GrowthTest

Table of Contents In today’s B2C and B2B financial marketplace, brand reputation is no longer a soft metric — it’s a decisive factor in customer choice. Research from Amp Corporate Communications shows that 37% of consumers place reputation above both

Table of Contents Investing in segmentation almost always pays off. It often acts as a catalyst, delivering essential insights that dramatically improve marketing ROI, brand growth, and profitability. Different sources cite anywhere from 5 to 11 primary types of segmentation

Table of Contents In a competitive B2B landscape, broadcasting a single message to a vast, undefined market is a recipe for wasted resources and missed opportunities. The modern B2B buying journey is complex, often involving multiple stakeholders, lengthy sales cycles,

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 customer segmentation is the strategic process of dividing a business

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,