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...
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...
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...
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...
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...
In recent years, the world of market research technology (ResTech) has seen significant advancements. New tools and technologies have revolutionized various aspects of the research process, enhanced data quality, and helped to speed up project timeli...
As markets become more competitive and buyers demand even more from brands, we know your 2024 plans will need to work harder than ever to deliver experiences that differentiate your brand from the competition and keep pace with shifting buyer expecta...
Mid-to-end-funnel measurement is all about evaluating how well your brand does at bringing your target audience closer to the actual buying decision; in other words, converting them from simply being aware of your brand, to considering and ultimately...
Top-of-funnel measurement is all about evaluating the marketing activities designed to build the brand; to increase visibility. The top of the funnel is the first stage in the buyer journey so it’s critical that your brand has a strong foundation, ...
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