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An emerging brand, also known as a challenger brand, is one with ambitions larger than the resources it has access to. These brands compete with established, dominant brands and niche alternatives wit...
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What is technology actually doing to customer closeness?
An emerging brand, also known as a challenger brand, is one with ambitions larger than the resources it has access to. These brands compete with established, dominant brands and niche alternatives wit...
Which sampling technique to use is one of the most important choices that researchers can make at the outset of an academic or market research study. It represents the way you will select individuals ...
It’s hard to summarise a conference that condensed so much into three days. ESOMAR Congress touched on everything from the ethical challenges facing the research industry to methodology best practices...
A long time ago, I used to write summaries of the research, marketing and business conferences I attended – and publish them here, on the FlexMR blog. Not only did they help me to condense and clarify...
Ask any insight professional what the driver of business decisions is and you’ll likely hear one answer. Data. Whether it’s driving marketing investments, financial planning, customer service structur...
In the 1940s, noted psychologist Carl Jung theorised that humans use symbolism and innate imagery that transcends language to understand complex concepts. Jung’s work focused on how symbols and shared...
Let’s be honest. Research reports don’t have the best reputation. They are important documents that present data, summarise findings and suggest recommendations. But the image you have in your head ri...
Every successful brand has, at its core, an in-depth and robust understanding of consumer behaviour. Not just a picture of what customers want, but the dynamics of the wider marketplace. It seems almo...
How do you evaluate whether your research is successful? It’s an innocuous question, but one that is surprisingly difficult to answer. Not because we, as researchers, can’t intuit whether our data and...
Brand awareness has divided marketers for a long time. For some, it’s a vanity metric that has little bearing on revenue. For others, it’s a crucial factor of success. Some of the greatest marketing t...