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How to measure advertising effectiveness
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
Face to face versus online qualitative research – which one wins?
Introduction The use of online (as opposed to face-to-face), qualitative research for conducting focus groups has increased sharply over recent years. But what is driving this trend and as a client, how do you decide whether online or face-to-face qual
Is your segmentation losing its mojo?
Customer segmentation is a market research tool that divides a brand’s consumer base into different groups, with the goal of gaining a deeper understanding of different types of customers. Although it’s a popular market research tool for many brands, it
Market Research Trends for 2022 – 2024
Market research is constantly evolving, with new tools and technology to help brand owners identify trends and gain a deeper understanding of the consumer experience. But what about trends in the market research industry itself? From agile research to
Make Semiotics Work for your Brand
Language, symbols and colour are all examples of visual signs that communicate meaning, and the study of these signs is called semiotics. From a green traffic light telling us it’s safe to go to a red one telling us to
How to Market to Consumers in a Downturn
After the Chancellor’s recent Budget announcement warned of challenging months ahead in the aftermath of the pandemic, the Institute of Fiscal Studies has predicted that millions of UK consumers will be worse off in 2022. Spiralling costs, tax rises and inflation
Talking about My Generation: Understanding Generational Marketing
To successfully market a brand or product, brand owners must have a deep understanding of the characteristics and behaviours of their dream customer. Although there are many different ways to segment consumers, one approach is generational segmentation. This is when
Covid-driven new Food and Drink Trends in 2021
Photo byPeter Bond onUnsplash In this article Covid-19 has had a huge impact on consumer behaviour across the board, affecting almost every aspect of our daily lives. One of the areas where this is most striking is our changing attitude to
Reimagining Brand Tracking
Introduction Brand tracking is seen by many marketers as a ‘rear-view mirror’ tool that is too retrospective and doesn’t provide useful insights in today’s fast-moving world. If we are thinking about traditional brand trackers that put brand – rather than