Brandspeak Blog: Market Research, Branding & Consumer Insights

Why Measure Brand Performance? First of all, why do you need to measure your brand performance? Surely, sales figures will tell you all you need to know. If your products and services are selling then your brand is doing its

What is brand tracking and how do you use it? What do Dixons, Woolworths and Blockbusters all have in common? Once iconic brands, they have all now disappeared from our high streets. Why? Because things change. Brands fall out of

What is market segmentation? We are all different, and that is a wonderful thing. Our differences are what make us interesting, and diversity brings richness and colour to every situation. However, we also all have similarities which make it possible

How to Conduct Market Segmentation Research: Process, Methods and Application Understanding your market is one thing. Structuring that understanding in a way that drives better commercial decisions is quite another. Market segmentation research is the discipline that bridges the two.

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 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