All business-to-business companies segment their customers. In the main, b2b companies segment customers because it suits them. It makes their sales and marketing more efficient. All business-to-business companies have key accounts and large customer...
We b2b market researchers are guilty of asking lots of questions. Too many. We like the tangible and the specific. We want to understand what a respondent buys, how often, in what quantities. What do they think of this supplier and that? What satisfa...
Three years ago, an interesting experiment was carried out by Guy Mayraz, an economist at the University of Melbourne. He divided students into two groups. He told one group to imagine they are bakers and the other group to imagine they are farmers. ...
Everybody’s at it aren’t they? Infographics that is. And quite rightly so. We market researchers need to synthesise data. Our clients constantly berate us for the 150 page deck of findings. They want simple, clear presentations in as shor...
We all think that there is not much more to say on how and why brands grow. It is all about getting a good product or service, deciding who it should be aimed at, fixing a price that makes a decent profit and is attractive to the market, targeting th...
Effective storytelling is crucial if you want your marketing to be successful. A big problem for many brands is how to tell stories that engage and resonate with their audience. As marketers are all too aware, it’s getting more and more difficult t...
In B2B markets many products are undifferentiated and not surprisingly potential customers see them as all the same. Business-to-business companies struggle to communicate recognizable benefits that set them apart from competitors. This means that ma...
For many people the word brand is associated with physical representations of the logo, the name, colour schemes and other visible factors which provide a signature that says “this is who I am”. In consumer markets, for example, there is instant ...
Positioning your brand is a crucial yet difficult task. To get a true idea of how your brand is perceived by the market, you need to take the time to assess it. Assessing a brand requires us to look at all of the brand’s attributes. These attribute...
An article in the Financial Times last week caught our eye as it discusses a new approach to product development that promises greater results. Large, established companies are facing increasing competition from small, young companies with innovative...
