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

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’, over time​. Rather than treating brand research as a one-off project, consistent brand tracking is

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 competition. That’s where the role of market research becomes invaluable. The effectiveness of your brand’s

Table of Contents In today’s fiercely competitive marketplace, where customers are constantly bombarded with choices, building brand loyalty has become more challenging and more critical than ever. Strong customer loyalty not only fosters repeat business but also turns your customers into ambassadors who advocate for your brand. So, how can businesses in the UK and

Table of Contents There’s a misbelief that brand tracking remains the preserve of established brands with significant research budgets. In this article, we outline what start-up brands can gain from brand tracking and why it’s important to be tracking from the start. Let’s start with the benefits of brand tracking. You can find a fuller

Table of Contents Investment in segmentation is rarely wasted. In fact, it’s typically a game changer, providing the insights required to dramatically enhance marketing ROI, brand growth and profitability. Depending on which article you read, there are 5 main types of segmentation approach – or 7, or 11! Some of the most commonly cited include

Table of Contents A customer segmentation is arguably one of the most strategically useful research projects you’ll commission. Done well, it will direct your marcomms strategy and your product/service development, ensuring your efforts are focused on the most valuable customer segments in the market place. To find out more about the fundamentals of a customer

Table of Contents In the digital space, where information spreads like wildfire, a brand’s reputation becomes highly vulnerable to crises. A negative review by a customer can go viral, and even ads can get misinterpreted,  destroying years of trust and creating a PR crisis. This is where brand tracking comes into play and contributes much

Table of Contents Today, more than ever, consumers are bombarded with messages from all corners. Gone are the days when one-size-fits-all worked for a brand. To connect with an audience meaningfully, any business needs to craft communications and  experiences that are personal and relevant. This is where customer segmentation really works its magic: segmenting discrete

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