Brandspeak Blog: Expert Market Research Insights & Trends

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

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,

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 customer segmentation is the strategic process of dividing a business

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,

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

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,

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’,

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 There is a persistent assumption in the market research world that brand tracking is something established businesses do once they have scale, budget and a settled competitive position. Start-ups, the thinking goes, have more immediate priorities: product