5 Top Tips for Running Effective Customer Journey Workshops

The importance of customer journey mapping Whilst logic might tell us that happy and engaged customers should be a top priority for b2b brands, our research tells us that only 2 in 10 companies would consider themselves ‘CX Leaders’ – namely, t...

July 2024 / Written by Simi Dhawan

Assessing Market Attractiveness with the Directional Policy Matrix

The Directional Policy Matrix (DPM) is a business tool that can be used to highlight products, services or segments which are attractive to a company (market attractiveness), where the company has a strong competitive position, and also the market si...

May 2024 / Written by Ceri-Ann Jones

How to Measure Brand Performance with the Brand Health Wheel

When measuring brand performance or assessing brand health, it’s very easy to quickly be surrounded by a range of questions, metrics and performance indicators which can make it difficult to confidently answer the question “how is my brand perfor...

April 2024 / Written by Ian Marshall

How to Meet the Emotional Needs of B2B Buyers

B2B Decision-Makers and Emotion B2B decision-makers have complex needs for two main reasons. Firstly, there is usually a decision-making unit (DMU) involved in the process. The DMU is made up of several individuals, each with their own business exper...

April 2024 / Written by Jessica Noon

Competitive Landscape Analysis with Porter’s Five Forces Framework

Porter’s Five Forces is a framework that we often use to assess the competitive landscape in which our clients currently operate or intend to enter. This framework was designed by Michael Porter of Harvard University, who felt that a more tradition...

April 2024 / Written by Lorna Finlay

How to Apply the Three Circles Framework in Strategic B2B Research

Developing a winning value proposition and brand positioning strategy are two of the biggest challenges that companies face and they can often end in failure because companies may talk about things the market doesn’t care about, they might talk abo...

March 2024 / Written by Georgina Stone