Up to the minute articles about some of the most relevant issues facing the market research and marketing industries

Customer personas: gaining critical insights into your customers

Savvy companies are gaining competitive advantage by commissioning market research to identify the customer personas that enable them to understand the rational and emotional decision-making criteria of their customers.   What are customer personas? Customer personas are conceptualised individuals who are representative groups of customers that share similar attitudes, behaviours, beliefs, frustrations and preferences (not to

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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

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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

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Qualitative research – a 5-minute read

Introduction Perhaps you are relatively new to market research and find the research terms qualitative and quantitative totally unfamiliar (yet at the same time annoyingly similar).  If so, then this article is for you! Or perhaps you are a seasoned marketer who makes frequent use of research but is occasionally unsure whether it is qualitative or quantitative data that would best suit your

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