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Table of Contents Introduction Ad campaigns are costly – UK brands are forecast to spend £35.4bn on advertising in 2022 – so it’s crucial to understand how well they are performing. Most of us don’t have budgets in the billions;

Table of Contents What is Net Promoter Score? The Net Promoter Score (or NPS) is now an almost ubiquitous measure of customer brand sentiment, often used in customer satisfaction and brand tracking studies. It consists of one key question; ‘On

Table of Contents Introduction A new product development (NPD) research programme is a pre-requisite for the successful development of new products and services. Within that programme, it is also essential that the most appropriate research approach is selected at each

Table of Contents What is Brand Awareness? Brand awareness is defined as the extent to which consumers are familiar with a particular brand, and the associations they have with it. This can of course be influenced by many factors, including

Introduction To really understand advertising and how to measure its effectiveness, it’s first necessary to accept a basic truth: mostconsumers don’t give a stuff about brands and only pay scant attention to adverts. Les Binet, Group Head of Effectiveness at

Introduction The use of online (as opposed to face-to-face), qualitative research for conducting focus groups has increased sharply over recent years. But what is driving this trend and as a client, how do you decide whether online or face-to-face qual

Customer segmentation is a market research tool that divides a brand’s consumer base into different groups, with the goal of gaining a deeper understanding of different types of customers. Although it’s a popular market research tool for many brands, it

  Market research is constantly evolving, with new tools and technology to help brand owners identify trends and gain a deeper understanding of the consumer experience. But what about trends in the market research industry itself? From agile research to

Language, symbols and colour are all examples of visual signs that communicate meaning, and the study of these signs is called semiotics. From a green traffic light telling us it’s safe to go to a red one telling us to