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

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

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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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