Table of Contents Riding out a recession When times are tough, the impulse is to cut back. Consumers do so by avoiding ‘luxuries’ and trading down to own-label goods.  Businesses do so by looking for opportunities to make savings across the board.  However, whilst it may feel like a recession is a good time to

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 the purpose of B2B customer segmentation? As human beings, we are adept at creating stronger relationships, by tailoring the way we interact with others.  We’ll adapt what we

Competitor analysis services Anyone who has ever come last in the egg and spoon race at school sports day may still be pondering, many years later, why everything must be a competition. But, deep down, we all know that getting a medal just for participation doesn’t cut it.  Competition is a necessary and important part

Image attribution: Photo by Daniel Herron on Unsplash  Table of Contents Commentators have been predicting the death of brand tracking for as long as I’ve been in research, which is over 20 years. A quick Google search uncovers headlines such as “Is brand tracking irrelevant?” and “How to revive your brand tracker.” But what are these articles really

Table of Contents 12 Important Brand Tracking Metrics First, here’s a quick list of the 12 important brand tracking metrics that we cover in this article: Unprompted brand awareness Prompted brand awareness Emotional brand loyalty Brand attributes Brand personality Need states Brand quality Brand satisfaction Behavioural brand loyalty Brand preference Brand purchase Brand usage occasions

Brand tracking is a way to invest in your brand Your brand is one of your biggest assets. The most effective brands – the ones that we all love the most – deliver real benefits for organisations such as customer loyalty and business growth.  But what makes an effective brand? Typically, top brands have great

Definition of 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, whereby respondents’ subconscious thoughts and feelings relating to the brand or concept in question are

Best practice brand performance measurement You can buy a suit off the peg. There are advantages in doing so – cost, speed, availability. This is all fine if you are a standard size and shape and you are not looking for your suit to do much more for you than give you something appropriate to

Introduction We’ve been on a bit of a roll recently with our blog posts on segmentation. We’ve written about what is market segmentation and why do you need it, we’ve given you some practical hints and tips on how to conduct market segmentation research, and we’ve helped you to make the most of your segmentation

Why Measure Brand Performance? First of all, why do you need to measure your brand performance? Surely, sales figures will tell you all you need to know. If your products and services are selling then your brand is doing its job, right? Unfortunately, nowadays it is not quite as simple as all that. Your products

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 favour for a wide variety of reasons – technological change, economic issues and competitive pressures

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 forget about while hoping that its value will soar and make you rich. Instead, market