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System 1 v. System 2: think like your customers
About this article Brandspeak puts System 1 and System 2 thinking at the heart of its market research approach, in order to ensure that we identify both the conscious and the sub-conscious thoughts, feelings and motivations that direct consumer behaviour
The OCEAN Big Five Personality Traits
How can personality theories be leveraged in marketing? Personality theories have a long, rich history of engaging consumers, from the influence of Freud on 1960s advertising to the “Which Game of Thrones Character Are You?” quizzes on Buzzfeed. In marketing
How to sell to Gen Z – what you need to know
Each new generation brings a fresh set of challenges for marketers. Born between the mid 1990s and late 2000s, most of Generation Z is still under the age of 18. However, by 2020 they will make up around 40% of
Psychographics and its Massive Importance to Marketers
Do I really need to read an article on psychographics? Chances are, if you are a B2C or B2B marketer in the process of devising your brand’s marketing and communications strategy, or if you are a market researcher involved in
The skills required to be a great qualitative researcher
The purpose of this article To be honest, there are already lots of articles out there that explore what it takes to be a great qualitative researcher. So why on earth do we need another one? The reason is that
Why market research is so important for SMEs
Great market research creates great brands The ultimate purpose of market research is to minimise risk and maximise ROI, by ensuring the business has total clarity when making important decisions about its customers, brands or service delivery. Its not surprising
Customer Journey Mapping – The road to success
What is Customer Journey Mapping? Customer journey mapping (CJM) is a market research method used to identify and visualise the path that your customers take – or are taken along – when they engage with your brand, be it a
Is Brand Tracking too retro?
The role of the brand tracker The brand tracker remains one of the most enduring and capable research tools available to marketers – when it is understood and used correctly. However, in recent years there has been pushback from some