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Table of Contents In a modern competitive landscape, building a standout brand is no small feat. An effective brand strategy calls for something beyond creativity; it needs to be based on real understanding of the market, the consumer and the

Table of Contents In today’s fiercely competitive marketplace, where customers are constantly bombarded with choices, building brand loyalty has become more challenging and more critical than ever. Strong customer loyalty not only fosters repeat business but also turns your customers

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

Table of Contents Investment in segmentation is rarely wasted. In fact, it’s typically a game changer, providing the insights required to dramatically enhance marketing ROI, brand growth and profitability. Depending on which article you read, there are 5 main types

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

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