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 people are divided into groups based on the era they grew up in, such as

Photo byPeter Bond onUnsplash 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 attitude to food and drink. Many consumers are looking to create a healthier and more environmentally conscious

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 the customer – at the centre and consist of tedious 25-minute consumer surveys, this negative

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 they are used to tackle the right briefs, they can excel in their own right.

Introduction In this 5-minute article, we take a look at Big Data and how it can be used to augment and improve consumer insights. If you’re dealing with market research data but hesitant to step beyond that single-mode consumer view, then we hope this piece will encourage you to think again. So what exactly is

Introduction Many B2B marketers feel that the brand has a relatively small role to play in the B2B space.  This article sets out to challenge that view and explain why B2B branding is every bit as important as its B2C counterpart. In doing so, it; Defines the overall purpose of a brand Assesses the relative importance

Introduction In this 10-minute article we explain how to build a strong brand – or make a strong brand stronger.  We consider what a strong brand looks and feels like from the point of view of the target audience, and the individual initiatives B2C or B2B brand owners (particularly owners of new brands) can take to

Introduction Why conduct market research? Because in today’s congested market it’s never been more important to find and maintain your brand’s competitive edge. In this 5 minute article you will learn about the different types of market research that are available to you and how they should be deployed for brand success. Its a must-read

This Article In this 7-minute article we explore the concept of archetypes in general and brand archetypes in particular.  Subjects covered include; The history of archetypes The 12 brand archetypes – theory and practice How to use brand archetypes How to identify the most suitable archetype for your own brand How to ensure that your

The Value Proposition Canvas As we noted in an earlier article covering new product development, some 95% of new products across all categories are destined to fail. More often than not, this is because they fail to meet the customer’s needs.  The Value Proposition Canvas was originally created by Dr Alexander Osterwalder, in order to maximise the

Introduction This 5-minute article provides a clear definition of brand purpose, as well as explaining its importance in contemporary brand development. The article reveals how any organisation can develop its own brand purpose statement, and the issues that will determine its success – or failure. Context Quite simply, brand differentiation is everything.  An undifferentiated brand doesn’t stand

1. Introduction When it comes to briefing a market research agency, the quality of the information you provide is crucial. Quite simply, the better the information, the better the proposal – and the quicker you will receive it. This article has been compiled for anyone who is unsure what information is required in order to