What is market segmentation? We are all different, and that is a wonderful thing. Our differences are what make us interesting, and diversity brings richness and colour to every situation. However, we also all have similarities which make it possible to group us together: cat lovers, accountants, Londoners, redheads – the options are limitless.  The

How to conduct market segmentation research If you’ve read our previous blog – What is market segmentation Research? – you will be clear on the benefits of conducting this kind of important research. Congratulations. You are ready to take the next step and, fortunately, we are here to guide you.  Benefits of market segmentation If

Table of Contents Introduction Ad campaigns are costly – UK brands are forecast to spend £35.4bn on advertising in 2022 – so it’s crucial to understand how well they are performing. Most of us don’t have budgets in the billions; we need to make sure we maximise the return on our investment. For any campaign,

Table of Contents What is Net Promoter Score? The Net Promoter Score (or NPS) is now an almost ubiquitous measure of customer brand sentiment, often used in customer satisfaction and brand tracking studies. It consists of one key question; ‘On a scale of 0 to 10, how likely are you to recommend [BRAND X] to

Table of Contents Introduction A new product development (NPD) research programme is a pre-requisite for the successful development of new products and services. Within that programme, it is also essential that the most appropriate research approach is selected at each stage. In this article we consider this issue in detail, and specifically, whether it is

Table of Contents What is Brand Awareness? Brand awareness is defined as the extent to which consumers are familiar with a particular brand, and the associations they have with it. This can of course be influenced by many factors, including advertising, word-of-mouth, social media and positive experiences with the brand. Is brand awareness important? Quite

Introduction To really understand advertising and how to measure its effectiveness, it’s first necessary to accept a basic truth: mostconsumers don’t give a stuff about brands and only pay scant attention to adverts. Les Binet, Group Head of Effectiveness at adam&eveDDB (https://adamandeveddb.com), is an ad man who understands this only too well, and as a

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 is right for your project?   In this article we explain the main reasons behind the

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 runs the risk of becoming irrelevant if it is not updated regularly to reflect constantly

  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 artificial intelligence and more, we’ve highlighted some of the biggest market research trends set 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 stop, these symbols help us to understand the world we live in. Our interpretation of

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 are all contributing factors, with Brexit and supply chain issues further exacerbating the problem. Research