What If Market Research Reports used Click Bait Titles?

In the past few years the insight industry has looked at debated almost every facet of what we do in order to better understand consumers and deliver insights that are actionable and engaging.  We have looked at how to tell better stories, how to better visualisation the data, better use of mobile technology, why we should […]

Random Acts of Service: Would your customer service pass the Turing Test?

Who is likely to give you the best customer service, a human or a robot?  While the answer may seem obvious (hint: the human!), automated services are hard to beat for routine types of services.  These automated procedures are the backbone for customer engagement throughout the customer journey and increasingly include communication and promotion activity.  […]

How to Write a Market Research Brief that Delivers Actionable Results

David Ogilvy’s quote of “give me the freedom of a tight brief” is as
true for market research briefs as it is for advertising.  It is hard to doubt the importance of writing a brief both for the agency and for yourself.  Yet they take up precious time needed to get other things done and can […]

Seven Ways To Get The Best From Your Brand Tracking

Brand tracking studies, whether done continuously or periodically, represent one of the largest research investments a company makes. With such a large investment and with outcomes that impact significant investment decisions, it is critical that companies maximise the potential for insights they receive from their research that deliver competitive advantage and brand growth.
Based on experience as both […]

Understanding Emotional Engagement In Your Advertising

Sitting comfortable at home, Karen sat looking at an advert on her laptop. The advert was like many others; there was a voice over, various people playing out some scene, a pack shot and then the advert ended and so did a little red light at the top of her screen. Karen then clicked a button […]

Giving your Advertising Impact and Knowing Why

There is a rule of thumb you can use to work out potential advertising 
effectiveness for your campaign. After looking at the creative and ticking off that it meets the creative brief put it away and then after several hours, ideally the next day, try and remember what you saw, read or heard. Then ask yourself […]

Red Queen Hypothesis: Playing to Win in the Brand Evolutionary Arms Race

Ever wondered what your business strategy and the study of parasites 
have in common? How about the predator-prey relationship and your communication strategy? I’m guessing not. Even briefly thinking about these relationships that play out in our backyard, and within us, gives us a deeper understanding of competition and how we can play to win in our […]

Building a Customer Centric Business by the Mapping Customer Journey

Creating a customer centric business it not just about creating products and services that satisfy; it is also about creating an experience that drives business outcomes. A win-win situation for you and your customers. An approach that has helped many businesses to create a customer centric business is customer engagement mapping.
Customer journey mapping links the […]

Linking Service Delivery to Customer Behaviour

What drives customer retention and repeat buying? Having the
right product at the right price is definitely key in keeping your customers. However, when products are easily substituted and prices are competitive it is the service experience that can create your sustainable competitive advantage.
It is the importance of customer service experience to a company’s success […]

Using the Customer Lifecycle to Drive Service Improvement

With each encounter a customer’s experience with your business changes and so does their expectations, the products they use, and which service delivery channels they rely on. Similarly, as a customer – business or consumer – moves through their lifecycle with your business the relevant management decisions reflecting business growth change. Broad based research or measurements […]


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