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Article: The Importance of the Value Equivalence Line

Understanding the position of brands on the Value Equivalence Line (VEL) is important as it leads to strategic decisions on both pricing and product development. This article looks at how a brand can determine its position in relation to the VEL and how this can be used for strategic decision-making.

Article: Laddering: A Technique to Find Out What People Value

A ladder is a tool designed to allow you to reach something otherwise unreachable. In the same way, “laddering” as applied to market research is a technique designed to acquire nuggets of information which are otherwise very difficult to get at.

Article: B2B Marketing Survey

In the summer of 2014, 226 business-to-business marketers took part in a survey commissioned by B2B International across North America and Europe. This articles provides a brief synopsis of the most important findings from the research.

Article: Improving Research Quality Through Respondent Selection

Good research comes from asking the right question of the right person. Of course, there is much more to market research than this truism. The design of the study, the interpretation of the findings and the presentation of results can be just as important. However, at the heart of good research are those two things.

Article: Testing the Effectiveness and ROI of Sponsorship

Testing the effectiveness of advertising using market research is a process that has been refined over the years. However, testing the effectiveness of sponsorship is more difficult since it may be a simple matter of a brand name emblazoned on a shirt, or a car, or on the side of a sports ground.

Article: Zero Moment Of Truth (ZMOT) – The Significance For B2B Marketers

Written by Paul Hague

A major change has taken place in the decision making process. In this new process, at an early stage, something takes place which is what Google calls the Zero Moment Of Truth – ZMOT. What is this and why is it so significant for B2B marketers?

Article: The Art Of Briefing: Getting The Most Out Of Your Market Research Interviewers

Ensuring that the interviewing team is thoroughly briefed and fully understands the research project is key to successful research. What are the steps that should be taken to ensure interviewers are properly briefed and able to carry out their jobs successfully? This article aims to outline these key steps.

Article: Getting Concept Testing Right

Examining the potential uptake of completely new, previously unseen concepts is a delicate issue for any organisation. Indeed, many organisations struggle to successfully launch new products – mainly due to a failure to thoroughly investigate whether the product is likely to succeed before it is launched.

Article: How To Avoid Competing On Price

Companies that sell raw materials or simple components face a marketing problem – how to give their products recognisable benefits which differentiate them from competitors. This article seeks to show how to avoid price cuts by adopting a more professional and profitable marketing stance.

Article: Research As An Aid To Optimum Pricing

Do you wish to optimise profit? Here you will find out about the value the market puts on your product/service – and what you can charge accordingly. We describe some of the ways research can help you establish what that value is.

We implemented many new communication, learning and relationship building tools as a result of your work with us - these have been very successful and satisfaction levels are probably at their highest ever levels.

Air Products

The results of the research were communicated in a clear manner that enabled us to pull out key themes and areas for future development.

Germains Technology Group