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What is brand tracking and how do you use it? What do Dixons, Woolworths and Blockbusters all have in common? Once iconic brands, they have all now disappeared from our high streets. Why? Because things change. Brands fall out of

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

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

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

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;

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

Table of Contents Introduction A new product development (NPD) research programme is a pre-requisite for the successful development of new products and services. Within that programme, it is also essential that the most appropriate research approach is selected at each

Table of Contents What is Brand Awareness? Brand awareness is defined as the extent to which consumers are familiar with a particular brand, and the associations they have with it. This can of course be influenced by many factors, including

Introduction To really understand advertising and how to measure its effectiveness, it’s first necessary to accept a basic truth: mostconsumers don’t give a stuff about brands and only pay scant attention to adverts. Les Binet, Group Head of Effectiveness at