Articles and news features relating to the market research and marketing industries in the UK and globally

Creating and using customer personas

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

Read More…

Behavioural Economics – a 5-minute guide

Behavioural Economics – a 5-minute guide

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

Read More…

ethnographic market research

Using projective techniques in qualitative research

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

Read More…

Highlights from the 2020 BrandZ Most Valuable Global Retail Brands report

WPP and Kantar 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, in order to capture

Read More…