The Truth is Human® Approach to Communications Research

Adopting a more human-centric approach to communications development and testing is critical to crafting messages that deeply resonate with target audiences. In this white paper, we describe the steps we take to achieve this and define new, more human-centric KPIs for communications research.

Getting Customer Satisfaction Research Right

In this resource, we explore the 4 key contextual factors that create inconsistencies in customer experience and then propose how to manage this in customer satisfaction research.

For different businesses it can mean different things, depending on maturity, marketing budget and industry. Marketing responsibly during a recession requires a delicate balance between maintaining authenticity and empathy with consumers, while also managing the expectations of senior clients and reaching business goals.
Based on research we conducted in 2020, during the original lockdowns of the Coronavirus pandemic, we put together a checklist for marketing during a crisis.
This has now been updated to reflect consumer attitudes in 2023 and the Cost of Living crisis. We hope when you read it, your reaction is “THAT’S OBVIOUS!” because, even though there are some sensitivities, it’s not just about short-term gains or avoiding alienating consumers, but also about building foundations or long-term success.