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,...
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,...
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...
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...
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...
How can a mature business turn around their declining retail sales? By creating a distinctive in-store customer experience that is based on a deep understanding of the customer journey that is distinctive and encourages customers to return. Businesses can always...
