Table of Contents There’s a misbelief that brand tracking remains the preserve of established brands with significant research budgets. In this article, we outline what start-up brands can gain from brand tracking and why it’s important to be tracking from the start. Let’s start with the benefits of brand tracking. You can find a fuller

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 segments in the market place. To find out more about the fundamentals of a customer

Image attribution: Photo by Daniel Herron on Unsplash  Table of Contents Commentators have been predicting the death of brand tracking for as long as I’ve been in research, which is over 20 years. A quick Google search uncovers headlines such as “Is brand tracking irrelevant?” and “How to revive your brand tracker.” But what are these articles really

Introduction We’ve been on a bit of a roll recently with our blog posts on segmentation. We’ve written about what is market segmentation and why do you need it, we’ve given you some practical hints and tips on how to conduct market segmentation research, and we’ve helped you to make the most of your segmentation

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 job, right? Unfortunately, nowadays it is not quite as simple as all that. Your products

Three ways to maximise your investment in market segmentation research Market segmentation research should be an investment. But not an investment like gold or bonds, something that you stick in a dusty vault, or the digital equivalent, and try to forget about while hoping that its value will soar and make you rich. Instead, market

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 to group us together: cat lovers, accountants, Londoners, redheads – the options are limitless.  The

How to conduct market segmentation research If you’ve read our previous blog – What is market segmentation Research? – you will be clear on the benefits of conducting this kind of important research. Congratulations. You are ready to take the next step and, fortunately, we are here to guide you. Benefits of market segmentation If

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; we need to make sure we maximise the return on our investment. For any campaign,

Table of Contents What is Net Promoter Score? The Net Promoter Score (or NPS) is now an almost ubiquitous measure of customer brand sentiment, often used in customer satisfaction and brand tracking studies. It consists of one key question; ‘On a scale of 0 to 10, how likely are you to recommend [BRAND X] to

Introduction In this 5-minute article, we take a look at Big Data and how it can be used to augment and improve consumer insights. If you’re dealing with market research data but hesitant to step beyond that single-mode consumer view, then we hope this piece will encourage you to think again. So what exactly is