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 comes to the importance of reading the marketing and product information thoroughly before signing on

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 branding.  It then goes on to explain why the brand is actually the most significant

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 real understanding of what it takes to succeed in new product development, as well as

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 large and small B2C and B2B clients in the UK and internationally, on pretty much

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 the retail brands that must adapt to survive   We also provide important tips for retailers

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 (e.g. needs, attitudes, behaviours, beliefs, frustrations and preferences). Each cluster is then used to create

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 decision-making in ways that can appear irrational from the perspective of classical economics.   Why is behavioural economics

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 face-to-face research (i.e. in viewing facilities and hotel conference rooms). Of those, the survey identified

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 market research may be able to recommence in earnest very soon.  That means focus groups, co-creation

Kantar has just launched its 2020 Creative Effectiveness Awards, listing its 2019 winners in several categories, as voted for by consumers.   The winners have been selected from a large number of ads tested by Kantar during 2019 using Link, its advertising pre-testing tool .  They come from 13 different markets across Europe, North America, Latin America

WPP and Kantar retail market research have just launched their 2020 BrandZ Most Valuable Global Retail Brands report, which identifies the world’s top 100 most valuable retail brands. The report is based on extensive insights from 3.9 million consumers worldwide combined with financial data from Bloomberg. It also reflects stock market performance through to mid-April 2020,

28th April 2020 An interesting snippet from YouGov today regarding the potential relaxation of lockdown rules to allow people to socialise with a chosen group of 10 family or friends. Based on a survey of 4,982 GB adults on April 28th 2020, 57% of people opposed the idea either ‘strongly’ or ‘somewhat’, compared to only 36% who