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Marketing in a Recession: How a Brand Tracker Could Safeguard Your Brand
Table of Contents Riding out a recession When times are tough, the impulse is to cut back. Consumers do so by avoiding ‘luxuries’ and trading down to own-label goods. Businesses do so by looking for opportunities to make savings across
What Is B2B Segmentation? Your Questions Answered
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 the purpose of B2B customer segmentation? As human beings, we are adept at
Competitor Analysis Ultimate Guide
Competitor analysis services Anyone who has ever come last in the egg and spoon race at school sports day may still be pondering, many years later, why everything must be a competition. But, deep down, we all know that getting
Is Brand Tracking Really Dead? (Hint: no)
Image attribution: Photo by Daniel Herron on Unsplash Table of Contents Commentators have been predicting the death of brand tracking for as long as I’ve been in research, which is over 20 years. A quick Google search uncovers headlines such as “Is brand
12 Brand Tracking Metrics & How You Can Measure Them with Brand Tracking
Table of Contents 12 Important Brand Tracking Metrics First, here’s a quick list of the 12 important brand tracking metrics that we cover in this article: Unprompted brand awareness Prompted brand awareness Emotional brand loyalty Brand attributes Brand personality Need
Brand Tracking Research & Studies – The Complete Guide
Brand tracking is a way to invest in your brand Your brand is one of your biggest assets. The most effective brands – the ones that we all love the most – deliver real benefits for organisations such as customer
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,
Fixed vs. flexible approaches to measuring brand performance
Best practice brand performance measurement You can buy a suit off the peg. There are advantages in doing so – cost, speed, availability. This is all fine if you are a standard size and shape and you are not looking
How to prioritise market segments once you’ve identified them
Introduction We’ve been on a bit of a roll recently with our blog posts on segmentation. We’ve written about what is market segmentation and why do you need it, we’ve given you some practical hints and tips on how to