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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

After the Chancellor’s recent Budget announcement warned of challenging months ahead in the aftermath of the pandemic, the Institute of Fiscal Studies has predicted that millions of UK consumers will be worse off in 2022. Spiralling costs, tax rises and inflation

To successfully market a brand or product, brand owners must have a deep understanding of the characteristics and behaviours of their dream customer. Although there are many different ways to segment consumers, one approach is generational segmentation. This is when

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