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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

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 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

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

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

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

Photo by Peter Bond on Unsplash 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

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

Everyone is talking about online communities, but what is all the fuss about? This article will outline what online communities are and why they should be part of all research toolkits; not as the poor relation to other methods. When