Table of Contents Riding out a recession When times are tough, the impulse is to cut back. Consumers do so by avoiding ‘luxuries’ and trading down to own-label goods.  Businesses do so by looking for opportunities to make savings across the board.  However, whilst it may feel like a recession is a good time to

Competitor analysis services Anyone who has ever come last in the egg and spoon race at school sports day may still be pondering, many years later, why everything must be a competition. But, deep down, we all know that getting a medal just for participation doesn’t cut it.  Competition is a necessary and important part

Table of Contents 12 Important Brand Tracking Metrics First, here’s a quick list of the 12 important brand tracking metrics that we cover in this article: Unprompted brand awareness Prompted brand awareness Emotional brand loyalty Brand attributes Brand personality Need states Brand quality Brand satisfaction Behavioural brand loyalty Brand preference Brand purchase Brand usage occasions

Brand tracking is a way to invest in your brand Your brand is one of your biggest assets. The most effective brands – the ones that we all love the most – deliver real benefits for organisations such as customer loyalty and business growth.  But what makes an effective brand? Typically, top brands have great

Best practice brand performance measurement You can buy a suit off the peg. There are advantages in doing so – cost, speed, availability. This is all fine if you are a standard size and shape and you are not looking for your suit to do much more for you than give you something appropriate to

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 favour for a wide variety of reasons – technological change, economic issues and competitive pressures

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 stage. In this article we consider this issue in detail, and specifically, whether it is

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 advertising, word-of-mouth, social media and positive experiences with the brand. Is brand awareness important? Quite

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 adam&eveDDB (https://adamandeveddb.com), is an ad man who understands this only too well, and as a

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 is right for your project?   In this article we explain the main reasons behind the

Customer segmentation is a market research tool that divides a brand’s consumer base into different groups, with the goal of gaining a deeper understanding of different types of customers. Although it’s a popular market research tool for many brands, it runs the risk of becoming irrelevant if it is not updated regularly to reflect constantly

  Market research is constantly evolving, with new tools and technology to help brand owners identify trends and gain a deeper understanding of the consumer experience. But what about trends in the market research industry itself? From agile research to artificial intelligence and more, we’ve highlighted some of the biggest market research trends set to