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Product literature needs an urgent overhaul
Consumers aren’t engaging with marketing and product literature “Education is when you read the fine print. Experience is what you get if you don’t.” This quote from American folk singer and social activist Pete Seeger is accepted wisdom when it
B2B branding isn’t an option – its an absolute necessity
Introduction This article explores the importance of B2B branding, based on Brandspeak’s experience of working with 100’s of B2B clients over nearly 20 years. It starts by explaining why so many B2B organisations place little value on, nor investment in
Why new products fail
It is generally accepted that up to 95% of new products across all categories fail. Brandspeak is a new product development research consultancy that has helped bring 100’s of new products and services to market. As a result, we have
The new product development process – a best practice guide
Introduction It is commonly agreed that up to 95% of new products across all categories end in failure, whilst the figure for the grocery sector is estimated at between 70-80%. Brandspeak provides new product development workshops and research programmes for
Retail brands must change – or face terminal decline
This article The pandemic has had a fundamental effect on the retail landscape in the UK. In this article we take a closer look at: The ways in which COVID-19 has changed the behaviour of UK shoppers The implications for
Identifying customer personas
Brandspeak creates persona-based segmentation models for clients wishing to use them to inform the design of new propositions, marketing campaigns and customer experiences. What are customer personas? Customer personas are created by first identifying different clusters of common customer traits
Behavioural Economics – a 5 Minute Guide
What is behavioural economics? Behavioural economics is a method of analysis that uses psychological insights into human behaviour to explain how people make economic choices. Central to behavioural economics is the recognition that our conscious and subconscious thinking impacts economic
Time to get back in to the market research viewing facilities?
Encouraging news from Research Live magazine which has reported the findings of a survey conducted at the end of June 2020 by research recruitment agency People for Research. The survey found that 72% of people would be happy to attend
Top UK Qualitative Research Viewing Facilities
Common features of top viewing facilities During the period of the lockdown the UK’s market research viewing facilities have understandably had a tough time. As we enter July 2020 it appears that the lockdown is easing and that face-to-face, qualitative