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Photo by Peter Bond on Unsplash In this article Covid-19 has had a huge impact on consumer behaviour across the board, affecting almost every aspect of our daily lives. One of the areas where this is most striking is our changing

Introduction Brand tracking is seen by many marketers as a ‘rear-view mirror’ tool that is too retrospective and doesn’t provide useful insights in today’s fast-moving world. If we are thinking about traditional brand trackers that put brand – rather than

Everyone is talking about online communities, but what is all the fuss about? This article will outline what online communities are and why they should be part of all research toolkits; not as the poor relation to other methods. When

Introduction In this 5-minute article, we take a look at Big Data and how it can be used to augment and improve consumer insights. If you’re dealing with market research data but hesitant to step beyond that single-mode consumer view,

Introduction Many B2B marketers feel that the brand has a relatively small role to play in the B2B space.  This article sets out to challenge that view and explain why B2B branding is every bit as important as its B2C counterpart.

Introduction In this 10-minute article we explain how to build a strong brand – or make a strong brand stronger.  We consider what a strong brand looks and feels like from the point of view of the target audience, and the

Introduction Why conduct market research? Because in today’s congested market it’s never been more important to find and maintain your brand’s competitive edge. In this 5 minute article you will learn about the different types of market research that are

This Article In this 7-minute article we explore the concept of archetypes in general and brand archetypes in particular.  Subjects covered include; The history of archetypes The 12 brand archetypes – theory and practice How to use brand archetypes How

The Value Proposition Canvas As we noted in an earlier article covering new product development, some 95% of new products across all categories are destined to fail. More often than not, this is because they fail to meet the customer’s needs.  The