Customer Experience

Buyer Personas: How to Research, Develop and Activate Buyer Personas in B2B

Buyer personas are becoming an increasingly important element of the business-to-business marketer’s toolkit. This article outlines seven key points to bear in mind when researching, developing and activating B2B buyer personas in your organiza ...

Written by Jennifer Strange & Conor Wilcock
Marketing Strategy

Segmentation: Are You My Type?

No company has the resources to successfully satisfy every potential target market. This article, part of our series on developing a marketing strategy, aims to explore how you can build an effective customer segmentation. ...


Getting People to Switch

What does make people switch? What is it that makes someone change their mind or their behaviour? These are crucial questions to any marketer and particularly baffling to the business-to-business marketer. ...

Written by Paul Hague
Market Intelligence

Market Research And Sales Managers

The essential element of the sales manager's survival kit is good information, particularly in four areas: the company's sales, the structure of the market, detailed knowledge of buyers and the strengths and weaknesses of the company vis-a-vis the co ...

Segmentation & Personas

Market Segmentation in B2B Markets

Satisfying people's needs and making a profit along the way is the purpose of marketing. However, people's needs differ and therefore satisfying them may require different approaches. Identifying needs and recognising differences between groups of cu ...

Written by Paul Hague and Matthew Harrison
Customer Experience

Implementing Organisational Service Excellence

Good implementation of service excellence can create stronger customer loyalty, worthwhile differentiation and sustainable competitive advantage. It’s therefore critical to implement well and the following should help those looking for ways to do t ...

Written by Chris Daffy

Business Models and Strategies for Competitive Advantage

High growth depends on how you set yourself up to deliver value into the market. Colin Mason at the Hunter Centre for Entrepreneurship, University of Strathclyde and Ross Brown at Scottish Enterprise report on how fast-growth enterprises design their ...

How To Do Market Research

The Impact of Behavioural Economics on Market Research

Market researchers are dogged by nagging doubts. Can we believe what people tell us in response to questions about their behaviour? In other words, to what extent is what people say, what they actually mean and what drives their behaviour? ...

Written by Paul Hague
Market Opportunities

Small Businesses – An Anthropological Insight

Small companies offer a huge opportunity for big companies. There are millions of them. However, in order to do business with small companies, it is necessary to understand them. This is the subject and purpose of this White Paper. ...

Written by Paul Hague