Brandspeak Market Research Blog: Insights, Trends & Best Practices

Two professionals discussing market research strategies, one holding a laptop and the other writing on a whiteboard filled with diagrams and notes.

Has the Market Research Industry Forgotten What It’s For?

Market research was originally born out of the hard-nosed discipline of business realism. The bridge between boardroom goals and consumer truths. But somewhere along the way, the market research sector lost sight of an essential purpose: helping companies sell more goods and services.

GrowthTest™ – Rethinking Ad Testing to Bring Commercial Accountability to Creative Research

At Brandspeak, we believe it’s time for ad testing to evolve – from being diagnostic and descriptive to being predictive and actionable. That’s why we created GrowthTest

Why Brand Tracking Matters in Financial Services

Table of Contents In today’s B2C and B2B financial marketplace, brand reputation is no longer a soft metric — it’s a decisive factor in customer choice. Research from Amp Corporate Communications shows that 37% of consumers place reputation above both

What is the Difference Between Customer Segmentation and Market Segmentation?

Table of Contents Investing in segmentation almost always pays off. It often acts as a catalyst, delivering essential insights that dramatically improve marketing ROI, brand growth, and profitability. Different sources cite anywhere from 5 to 11 primary types of segmentation

Colorful wooden figures representing customer segments around a pie chart, illustrating concepts of customer segmentation in market research.

How to create a B2B Segmentation Model

Table of Contents In a competitive B2B landscape, broadcasting a single message to a vast, undefined market is a recipe for wasted resources and missed opportunities. The modern B2B buying journey is complex, often involving multiple stakeholders, lengthy sales cycles,

B2B Segmentation – The Definitive Guide

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 B2B Segmentation? B2B segmentation is the strategic process of dividing a business market

Colorful data analytics graphics including bar charts, pie charts, and line graphs, representing B2B market research insights and segmentation strategies.

GrowthTrack – Beyond Brand Tracking. A Tool To Track and Improve Commercial Performance

Table of Contents After many years of delivering brand trackers – and hearing firsthand the most crucial questions – So what? and What now?; Brandspeak landed on two fundamental (and yet obvious) insights into brand tracking: Somewhere along the line,

Best Survey Software in 2025

For businesses looking for a DIY approach to collecting more qualitative and quantitative data from current and prospective customers, there are lots of survey software options out there to help you ask questions directly of your audience. Good survey software

Top 10 Market Research Agencies in the UK 2025

Table of Contents Choosing the right market research agency can make the difference between profitable brand growth and expensive failure. Whether you’re looking to develop or optimise a brand, segment your customer base, assess potential new markets, refine your messaging,

Effective Techniques for Customer Segmentation

Customer segmentation is a vital strategy that allows businesses to divide their customer base into distinct groups based on shared characteristics. By utilizing effective techniques such as demographic, geographic, psychographic, and behavioral segmentation, companies can tailor their marketing efforts to meet the specific needs and desires of each segment.

For instance, a retail brand may use demographic segmentation to target young adults with trendy apparel while employing psychographic segmentation to reach environmentally conscious consumers with sustainable product lines. Understanding these nuances helps businesses create personalized marketing campaigns that resonate better with their target audience, leading to higher engagement and conversion rates.

Trends Shaping the Future of Market Research

The landscape of market research is constantly evolving, influenced by technological advancements and changing consumer behaviors. Key trends such as the rise of artificial intelligence, increased emphasis on data privacy, and the integration of social media analytics are shaping how businesses gather and analyze market data.

For example, AI-driven tools can analyze vast amounts of data at unprecedented speeds, providing insights that were previously unattainable. Additionally, with consumers becoming more aware of their data rights, businesses must adapt by ensuring transparency and ethical practices in their research methodologies, thus fostering trust and loyalty among their customer base.

Measuring Brand Equity: Key Metrics and Methods

Brand equity refers to the value a brand adds to a product or service, and measuring it is crucial for understanding its market position. Key metrics for assessing brand equity include brand awareness, perceived quality, brand associations, and brand loyalty. These metrics provide insights into how consumers perceive and interact with a brand.

Methods such as surveys, focus groups, and social listening can effectively gauge these metrics. For instance, conducting a survey to measure brand awareness can reveal how well consumers recognize a brand compared to competitors, while social listening tools can track consumer sentiment and brand mentions across social media platforms, providing a comprehensive view of brand health.

Leveraging Data Analytics in Market Research

Data analytics plays a pivotal role in modern market research, enabling businesses to derive actionable insights from complex datasets. By leveraging tools and techniques such as predictive analytics, data visualization, and big data analysis, companies can enhance their understanding of market trends and consumer behavior.

For example, predictive analytics can forecast future consumer trends based on historical data, helping businesses make proactive decisions about product development and marketing strategies. Additionally, data visualization tools can present findings in an easily digestible format, allowing stakeholders to quickly grasp insights and make informed decisions that drive business growth.