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 terms they work because they enable brands to better understand audiences, going beyond general shared
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 consumers and will wield huge spending power. Tech-native and marketing-savvy, Gen Z represents a challenge
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 brand and communications research, then psychographics should be highly relevant to you. This article will
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 most of them just focus on the skills required to actually moderate qualitative research (usually
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 then that most larger, B2B and B2C organisations have a market research budget that adds
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 bricks and mortar store or an online business. The Customer Journey Map identifies the different
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 companies that feel trackers are too ‘rear view mirror’, only identifying potential, brand related issues
