Insight + Strategy Resources

How Do You Measure Importance?

Understanding what is important is important. Whether you are trying to improve services, build a new product, develop a strategy, or develop persuasive communication, you need to understand what is important to your audience.

Kano Analysis: How the Kano Model can help you improve your products and services

What is Kano analysis and how do you use it? Kano Analysis is a tool that helps you understand how changes in your service and product offering drive increased interest and satisfaction. Our guide to the Kano Analysis model will show you how this tool can help your...

How to Ask Gender, Sex and Sexuality Questions in a Survey

When conducting research, we often ask about gender without much thought. Like other demographic questions, it is often slotted into a study because it is seen as something all studies should include. Like all survey questions in research, we should only ask what is...

What is Customer Experience (CX)? Your guide to improving CX in your business

We've created this useful guide to give you the information you need to understand, develop, manage, and measure the impact of the customer experience on your business. What is customer experience (CX)? Customer experience (CX) is an important part of...

Bank and Financial Services Market Research

Few industries have undergone as many disruptive changes as the banking and financial services industry within the past twenty years. Once an industry that prided itself on predictability, and hidden behind government regulation, each bank had almost identical...

How to Do Customer Research | A practical guide

Customer research is one the most important type of research that a company can undertake. Well designed and executed customer research increases the likelihood that a business will both uncover insights that will drive business growth and reduce costs. Well...

The Consumer Behaviour of Toilet Paper Hoarding

Hoarding toilet paper may seem like another quirk of irrational consumer behaviour that is driven by emotion. Or another sign that society has gone mad! However, it is normal behaviour that we all do from time-to-time that rational when you understand it. The...

How you can still do qualitative research during the COVID-19 outbreak ?

Great qualitative market research is critical to uncovering insights. Doing this research face-to-face often provides the best results. But how will a global pandemic like COVID-19 affect your ability to get the insights you need? In any high flu season,...

Using Advertising Market Research to Create Effective Advertising

Few aspects of marketing generate more passion among marketers than advertising. Of all the marketing mix elements, advertising is the most visible part of a business strategy and is a high risk for both a business and the marketing director. When the risk pays off,...

Will your next market segmentation fail?

Seán McNally, Eris Strategy’s General Manager, has recently featured a story on Medium. A cross-disciplinary digital magazine for industry thought leaders. In this article, Seán has used his knowledge and experience on what makes market segmentation strategies work...

How to Do Market Segmentation for Your Business | A Practical Guide

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...

The Market Research Process | A Practical Guide

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...

Building Strong Brand Assets

Since the first person scratched their mark on a pottery bowl successful businesses and marketers have known the power of branding. Brand assets are what consumers use to identify their brand in a crowded market, signify the quality and product experience, and for a...

Red Queen Hypothesis: The Brand Evolutionary Arms Race

The Red Queen Hypothesis takes its name from a passage in Alice in Wonderland, and it provides a clear framework for understanding how business strategy operates in a competitive market.

What Drives Your Market Research Costs?

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 cost drivers means you can feel more confident that when you are commissioning research it will be within budget and it will deliver against your objectives.

Writing Motivating Product Claims

Imagine you are on holiday and you need to buy milk. Nothing fancy; just milk. After entering a store, you find your way to where the milk is kept. There are three brands and none of them are familiar to you. They also all have a same price for the size that you want. Which would you buy? What if one of the brands cost more, would you want to know why?

Creating Persuasive Communication

It is a truism of marketing that you need to match your message with your customers’ mindset. Understanding their mindset helps us to understand why a feature is valued and how to frame those features to create persuasive communication. So how do we go about understanding a consumer’s mindset in such a way that helps us craft persuasive communication?

Uncovering the Right Brand Expression: Building a Brand Positioning

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.