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 your market...
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. While creating a brand...
Brand choice is about prediction. Will the brand deliver on its promise? While a brand could deliver many things, rarely is anything certain. This lack of certainty is the choice risk. This uncertainty is a driver of many of their emotions during and after making...
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 businesses fail to become customer-centric is that their...
Mobile devices are increasingly used to complete surveys that were traditionally completed on a 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...
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. Chances are you did not think of how you...
