Insight + Strategy
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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 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 business to make...
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 Strategy 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.
Using Market Insights in a Brand Reputation Crises
It seems like every week another company who you would think would know better, finds a new and creative way to undermine their business through unethical practices, unchecked rogue employees, or just finding they are seriously out of steps with the values of the rest of society. Brand reputation, that most precious of business assets that take years to establish, can quickly disappear.
How Perceptions of Choice Risk Shape Brand Choice
Brand choice is about prediction. What will the brand deliver? While a brand could deliver many things, rarely is anything certain. Consumers know this, and where there is uncertainty it is a driver of many of their emotions during and after making a decision. While a consumer may not always voice their choices in terms of managing risk associated with uncertainty, we see it in their behaviour; we see it in their brand choices.
Using Customer Insights to Build a Customer Centric Business
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 customer understanding does reflect what drives customer behaviour.
Going Mobile with Market Research
Mobile devices are increasingly used to complete surveys that were traditionally completed on personal computer. In a number of our recent general population studies the proportion of people completing a survey with a mobile device is 25% to 30% and with 69% of adults having a smartphone the proportion using their smartphone to complete a survey is likely to increase.
Understanding and Using Consumer Ritual Behaviour in Marketing
When you think of ritual behaviour what comes to mind? Maybe it is the ancient chants and symbolic behaviour of priests or other religious figures or maybe the quaint traditions of people in some idyllic holiday location.
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. This tongue-in-cheek post plays with the idea that maybe we need to write more engaging report titles.
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, and they are getting better!
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.
Creating Distinctive Advertising 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 these four questions:
Building a Customer Centric Business with Customer Journey Mapping
Creating a customer-centric business is 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.
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