It is assumed that there is a general understanding that a brand stands for something and what it stands for must have a value. These values can be critically important or small inconsequential things but above all they are the things which give the ...
Two key questions unlock the door for the strategic plans which marketing directors have to prepare on any product or division within their company. Where are we going (with the product/division)? How are we going to get there? Knowledge of market si ...
Segmenting your market is crucial for business success. Here, we outline 10 key steps you can use to carry out a market segmentation for your business. ...
How important is price against the other elements of the marketing mix? This article is based on experience from market research and draws a moral. ...
There is no doubt that there are many unhappy marriages between manufacturers and their distributors and that the commonest causes of friction are misunderstandings as to when and where this channel should be used and how to get the best out of it. ...
A successful postal survey is one which achieves an accurate and high response. The design of the postal questionnaire is the key to that achievement and this article looks at some ways of maximising the response of postal research - and its practica ...
Interviewing is the key element in nearly all industrial market research surveys. It dictates the accuracy and depth of information obtained and very often leads to conclusions and recommendations involving thousands of pounds worth of plant and hund ...
The two disciplines of b2b and b2c market research, though employing many of the same research tools and techniques, both have very differing requirements, traits and skillsets. In this short article, we outline some of the core differences between b ...
Using distributors as an alternative to selling direct is very far from being a soft option, though it may be inevitable. Here we consider the manufacturer distributor relationship and look at its three commonest problems. ...
A research brief is a statement from the sponsor setting out the objectives and background to the case in sufficient detail to enable the researcher to plan an appropriate study. As a general rule a market research study is only as good as the brief. ...
