Oct 20, 2015 | Blog, Brand & Communications, Insight Methods
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...
Sep 8, 2015 | Blog, Brand & Communications, Insight Methods
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...
Aug 13, 2015 | Blog, Brand & Communications, Business & Stakeholders, Insight Methods
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...
Jul 9, 2015 | Blog, Insight Methods
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...
Jul 6, 2015 | Blog, Brand & Communications, Insight Methods
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...
Apr 24, 2015 | Blog, Consulting Services & Project Management, Insight Methods
David Ogilvy’s quote of “give me the freedom of a tight brief” is as true for writing a market research brief 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...
