Table of Contents In today’s B2C and B2B financial marketplace, brand reputation is no longer a soft metric — it’s a decisive factor in customer choice. Research from Amp Corporate Communications shows that 37% of consumers place reputation above both product features and price when selecting a financial provider. Before opening an account or purchasing

Table of Contents Investing in segmentation almost always pays off. It often acts as a catalyst, delivering essential insights that dramatically improve marketing ROI, brand growth, and profitability. Different sources cite anywhere from 5 to 11 primary types of segmentation approaches. Among the most frequently mentioned are demographic segmentation, behavioural segmentation, geographic segmentation, psychographic segmentation,

Table of Contents In a competitive B2B landscape, broadcasting a single message to a vast, undefined market is a recipe for wasted resources and missed opportunities. The modern B2B buying journey is complex, often involving multiple stakeholders, lengthy sales cycles, and a high demand for relevance. To succeed, marketers must move from a megaphone approach

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 B2B Segmentation? B2B segmentation is the strategic process of dividing a business market into smaller, more manageable subgroups, or customer segments, based on shared characteristics. The goal is

Table of Contents After many years of delivering brand trackers – and hearing firsthand the most crucial questions – So what? and What now?; Brandspeak landed on two fundamental (and yet obvious) insights into brand tracking: Somewhere along the line, brand trackers lost sight of the commercial imperative and, in so doing, lost the attention

For businesses looking for a DIY approach to collecting more qualitative and quantitative data from current and prospective customers, there are lots of survey software options out there to help you ask questions directly of your audience. Good survey software should be user-friendly both for researcher and the target audience. It should also provide analytics

Table of Contents Choosing the right market research agency can make the difference between profitable brand growth and expensive failure. Whether you’re looking to develop or optimise a brand, segment your customer base, assess potential new markets, refine your messaging, or derisk your new product development, the UK is home to some of the world’s

Table of Contents Not all customers are the same – and that’s exactly why customer segmentation is so powerful.  In any business, your audience is made up of individuals with diverse needs, preferences, and behaviours. Rather than treating them as one homogenous mass, savvy marketers break the audience into segments (groups of people who share

What are 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, whereby respondents’ subconscious thoughts and feelings relating to the brand or concept in question are

Table of Contents Brands that thrive are those that keep a close eye on their performance and public perception. Brand tracking refers to the continuous process of measuring your brand’s health, awareness, and customer sentiment, versus those of your competitors’, over time​. Rather than treating brand research as a one-off project, consistent brand tracking is

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 competition. That’s where the role of market research becomes invaluable. The effectiveness of your brand’s

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 into ambassadors who advocate for your brand. So, how can businesses in the UK and