Dec 11, 2019 | Brand & Communications, Consulting Services & Project Management, Insight Methods, Insights, Product & Offer Development, Service & User Experience
Market segmentation is a technique used by marketers to separate a market into more manageable and insightful sub-markets. Used in product development and communication development, media strategy, and in both user and customer experience design and management, the...
Oct 31, 2019 | Brand & Communications, Business & Stakeholders, Consulting Services & Project Management, Insight Methods, Product & Offer Development, Service & User Experience
Unless you are in a government-backed monopoly that has no customer-related performance requirements, then undertaking market research is important to your business. The market research process brings the insights a business needs about the outside world into the...
Jun 7, 2016 | Consulting Services & Project Management, Insight Methods
When you know the cost drivers of any business you put yourself in a position where you can get the best by investing where you will get the best outcome. The same is also true when you commission market research or undertake it internally. Understanding your market...
Oct 20, 2015 | Brand & Communications, Insight Methods
Branding has many functions that go beyond its most basic requirement of identification of a product. Branding, when done well, frames what consumers can expect from a product and can become an important part of the proposition itself. While creating a brand...
Sep 8, 2015 | Brand & Communications, Insight Methods
Brand choice is about prediction. Will the brand deliver on its promise? While a brand could deliver many things, rarely is anything certain. This lack of certainty is the choice risk. This uncertainty is a driver of many of their emotions during and after making...
Aug 13, 2015 | Brand & Communications, Business & Stakeholders, Insight Methods
Becoming a customer-centric business seems simple enough in principle; keep your customers at the centre of your business decision making. What that means in practice is something else. Among the many reasons business fail to become customer-centric is that their...