Should you focus on Customer Satisfaction (CSAT) or Net Promoter Score (NPS)? CSAT provides real-time feedback on specific interactions, while NPS measures long-term loyalty and growth potential. This post explores how these metrics complement each other and why balancing them is key to improving customer experiences and fostering brand loyalty. Discover actionable tips to optimise your customer experience strategy with CSAT and NPS.

Unlock the secret to maximizing customer loyalty with the right Customer Satisfaction (CSAT) research frequency! In this post, we dive into the two key CSAT approaches—transactional and relational—and share tailored, industry-specific insights on how often to use each. Discover how timely, targeted CSAT strategies can enhance your Customer Experience (CX) and turn feedback into a powerful driver of growth and satisfaction.

Discover the key reasons why your alcohol-free drink might not be converting sober-curious consumers into loyal customers. From unmet taste promises to limited availability and high costs, learn the common barriers preventing potential buyers from choosing your alcohol-free beverage. Understand what’s missing in your product offering and customer experience to capture this growing market.

It’s time to move beyond sterile purchase likelihood questions and embrace a more human-centric approach to understanding consumer behaviour. In this post, we propose the 3 questions we employ instead.

Discover why understanding the human element in B2B marketing is crucial. Contrary to belief, emotions heavily influence decisions. Learn how to conduct research effectively by providing a positive experience. In this post, we’ll debunk some of the myths surrounding B2B market research, looking at digital tools, social media and tailored techniques that ensure engaging research that extracts authentic insights.

Explore the profound impact of sensorial experiences and emotional connections in branding. Discover how childhood memories rekindled by a vintage storybook highlight the lasting influence of senses on consumer decisions. Delve into the world of emotional branding and learn how brands can create unforgettable impressions through tactile packaging, resonant language, and evocative encounters. Uncover the hidden depths of consumer decision-making that go beyond logic, and find insights to enhance your marketing strategy.

Discover the truth about using ChatGPT to create detailed buyer personas. Is it really the game-changing tool you've been waiting for, or just another overhyped AI technology? In this blog post, we put ChatGPT to the test and reveal why talking to real customers is still the key to creating effective personas.

When pitching a new product to supermarkets, it's essential to have a clear understanding of your target market, future development plans, what consumers want, and what sets your product apart from the competition. By providing this information in your pitch, you increase your chances of success and show supermarkets that your product is a viable option for their stores.

The basics you need to know when thinking about running a focus group from who to interview to the best types of questions to ask and how to ask them.

The Aztecs routinely conducted sacrifices to appease the gods. What if we employed the same ritual sacrifices to our brands? Good brand management is about crystal clear strategy and strategic sacrifice. To keep this clear focus it’s essential to occasionally sacrifice: product lines, packaging, promotions, target audiences, and profit.

Consumers come into contact with 5,000 messages every single day. To cut through, brand messaging needs to be in the right place, at the right time, talking to the right people, when they’re open to it. Big data and communications effectiveness research isn’t enough to establish whether your messaging is doing this. To enhance communications, we need to understand what’s happening in our consumers’ worlds at the point of exposure.

Have you ever considered that your concept tests aren’t giving you what you need simply because you’re asking the wrong questions? Here we explore the one question you should be including in your concept test to give you confidence that your product launch will be successful.

This is why you’re not achieving marketing return on investment and why when you try to find what’s wrong, you’re still not finding the answer. This blog looks at why it’s hard to solve this problem and the solution to it.

How to be more customer-centric: listen to your consumers and build something in response to a need or desire they have. Protect your brand from constant reimagination and competition by knowing how your offering enhances their lives. Here we explore how you can know if your product or service helps your consumers and gives them value.

Businesses need to be able to see the changing times and adapt their ways, rather than being left behind. Concept testing will only get you so far in a successful product launch. I believe you need to incorporate research higher up the innovation funnel and adopt more design thinking processes for success.

Reflecting on like-minded brands (aka your brand neighbourhood) can help you develop and refine your brand strategy and purpose. Here we look at how you can use this exercise in strategy development.

Profiling your existing customer base can help you build your brand, develop your media plan and build the operations to support it. Here we look at how you can do that.

Want to increase customer engagement? You need to start by speaking their language. Here we explore how you can do that and at which stages of ad and concept development you can do it.

Consumer trust is at an all time low, but is a key driver in purchase decisions. Here we explore how to establish the drivers of trust for organisations and introduce three key factors that influence perceptions of trust.

How do you establish how people really feel? Here we provide 4 projective techniques to get to the heart of motivations, feelings and behaviours.