Case Studies

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?

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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.

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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.

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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.

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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.

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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.

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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 appear to require you to give direction when it is the direction you need.

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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:

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Eris Strategy

We are a consultancy that creates evidence based strategies for clients seeking growth. 

We help our clients with research to uncover their sources of market growth through the use of the latest in behavioural science and management thinking. 

With these insights we help clients to design strategies that create growth opportunities through communication, product development & service delivery.

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