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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 There is a persistent assumption in the market research world that brand tracking is something established businesses do once they have scale, budget and a settled competitive position. Start-ups, the thinking goes, have more immediate priorities: product

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

Table of Contents In the digital space, where information spreads like wildfire, a brand’s reputation becomes highly vulnerable to crises. A negative review by a customer can go viral, and even ads can get misinterpreted,  destroying years of trust and

Table of Contents Today, more than ever, consumers are bombarded with messages from all corners. Gone are the days when one-size-fits-all worked for a brand. To connect with an audience meaningfully, any business needs to craft communications and  experiences that