White Papers

B2B Customer Journey Mapping: An Introduction

This paper introduces customer journey mapping (CJM) in the context of customer experience management. It looks at what it is, why we should do it and the approaches that can be used to undertake this. ...

Written by Carol-Ann Morgan
White Papers

Business-to-Business Market Research in Russia

This paper examines the development of the market research industry (in particular the b2b market research industry) in Russia and the unique characteristics that set Russia apart from other research markets. ...

Written by Tatiana Klimenko and Matthew Harrison
White Papers

Beyond Customer Satisfaction

Satisfying customers is a means to an end. Going beyond customer satisfaction and aiming for customer retention is the most important issue to focus on. ...

Written by Paul Hague and Daniel Park
White Papers

Advertising Among SMEs

In this white paper we draw together 35 years’ experience as business to business market researchers to give a deeper understanding of how b2b advertising works. ...

Written by Paul Hague and Matthew Powell
White Papers

A Problem Defined is a Problem Half Solved

How do market research ideas arise and how should you approach a market research project? Here we outline the key stages to go through when scoping a market research project. ...

Written by Paul Hague, Nick Hague and Carol-Ann Morgan
White Papers

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
White Papers

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