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Table of Contents In the digital space, where information spreads like wildfire, a brand’s reputation becomes highly vulnerable to crises. A negative review by a customer can go viral, and even ads can get misinterpreted,  destroying years of trust and

Table of Contents Today, more than ever, consumers are bombarded with messages from all corners. Gone are the days when one-size-fits-all worked for a brand. To connect with an audience meaningfully, any business needs to craft communications and  experiences that

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

Table of Contents B2B segmentation is the process of dividing an organisation’s target audience into smaller groups – or segments – based on common characteristics. What is the purpose of B2B customer segmentation? As human beings, we are adept at

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

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

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

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

Definition of projective techniques in qualitative market research Projective techniques were originally developed in the 1960’s for use in clinical psychology.  The projective techniques that are used in qualitative market research today take the form of deliberately ambiguous, interpretive exercises,