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Few metrics in the history of market research have generated as much enthusiasm, as much scepticism, or as much heated debate as the Net Promoter Score. Since Fred Reichheld introduced it in a 2003 Harvard Business Review article titled ‘The

Table of Contents Introduction Choosing the right market research agency can be the difference between confident, profitable growth and expensive missteps. While the UK is home to many highly capable research providers, they differ significantly in their strengths, approaches, and

Market segmentation research is only as valuable as its application. A well-executed segmentation gives you a precise map of your market. Who is in it, what they want, and where the growth opportunities lie  but that map is worthless if

Brand loyalty is one of the most commercially significant assets a business can build, and one of the most difficult to sustain. Research by Bain and Company has found that a five per cent increase in customer retention can increase

Table of Contents 12 Important Brand Metrics First, here’s a quick list of the 12 important brand metrics that we cover in this article: Unprompted brand awareness Prompted brand awareness Emotional brand loyalty Brand attributes Brand personality Need states Brand

For many organisations, choosing a market research company is no longer a simple procurement decision. The UK market is crowded, agency language often sounds interchangeable, and almost every market research agency claims to deliver “actionable insight”.

Each new generation brings a fresh set of challenges for marketers. Gen Z now make up around 40% of consumers and will wield huge spending power. Tech-native and marketing-savvy, Gen Z represents a challenge but also potentially has the highest

What is brand health and how should it be measured? Learn how brand health monitoring and brand tracking drive long-term growth and profitability.