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 skills and attributes required to be a great qualitative researcher
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
Why SME’s can’t afford not to conduct market research
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
Customer Journey Mapping – The road to success
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
Is Brand Tracking too retro?
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