In 2011, Daniel Kahneman published Thinking, Fast and Slow, the book which has since been responsible for challenging the thinking of leading marketers worldwide and influencing billions of £s of marketing and corporate expenditure. The extraordinary fact is that this isn’t even primarily a marketing book – it’s a psychology book –described by many as
How can personality theories be leveraged in marketing? Personality theories have a long, rich history of engaging consumers, from the influence of Freud on 1960s advertising to the “Which Game of Thrones Character Are You?” quizzes on Buzzfeed. In marketing terms they work because they enable brands to better understand audiences, going beyond general shared
Do I really need to read an article on psychographics? Chances are, if you are a B2C or B2B marketer in the process of devising your brand’s marketing and communications strategy, or if you are a market researcher involved in brand and communications research, then this article is going to be for you. It will
The purpose of this article To be honest, there are already lots of articles out there that explore what it takes to be a great qualitative researcher. So why on earth do we need another one? The reason is that most of them just focus on the skills required to actually moderate qualitative research (usually
Great research creates great brands The ultimate purpose of market research is to minimise risk and maximise ROI, by ensuring the business has total clarity when making important decisions about its customers, brands or service delivery. Its not surprising then that most larger, B2B and B2C organisations have a market research budget that adds up
What is Customer Journey Mapping? Customer journey mapping (CJM) is a market research method used to identify and visualise the path that your customers take – or are taken along – when they engage with your brand, be it a bricks and mortar store or an online business. The Customer Journey Map identifies the different
The role of the brand tracker The brand tracker remains one of the most enduring and capable research tools available to marketers – when it is understood and used correctly. However, in recent years there has been pushback from some companies that feel trackers are too ‘rear view mirror’, only identifying potential, brand related issues