C-D Mapping: A Different Approach to Brand Mapping

Marketers have come to rely on brand maps to visually gauge a brand’s position in a given market against that of their competitors.  These traditional maps provide companies with a visual depiction of where a brand sits in the competitive landscap...

August 2018 / Written by Megan Mockler

Establishing Stronger Emotional Connections

In many of the brand studies we conduct, unprompted word associations with the brands we test are often functional, such as “reliable”, “quality” and “value for money”. While these are positive perceptions, they are quite plain and often ...

December 2017 / Written by Julia Cupman

The Power of Storytelling in Research

Have you ever had to read a detailed research report full of facts, figures and charts? Do you find it hard to engage with and impossible to remember the moment you step away? If so, it’s likely the data was missing one key ingredient – a coheren...

December 2017 / Written by B2B International

Age of the Automated Service

Subscription services are sweeping the globe. Where subscriptions were once limited to magazines, newspapers, and wine of the month clubs, now the sky is the limit when it comes to what you can have delivered to your door every month. As the leading ...

October 2017 / Written by Victoria DeRosa

4 Critical Success Factors for Ad Effectiveness

Last year the global spend on advertising was $493 billion. This spend increased dramatically from 2015, largely in the U.S. due to Olympics-related ads and the presidential election. The U.S. alone spent over $191 billion on advertising in 2016. Why...

September 2017 / Written by Victoria DeRosa

6 Steps to Developing Effective B2B Personas

Segmentation is vital in marketing. By grouping together people or companies with similar characteristics, their needs can be met much more efficiently. It’s important to bear in mind, however, that segments are essentially bodies of people and it ...

August 2017 / Written by B2B International

It Really Does Pay to Invest In Customer Experience

We’ve long been advocates of the value of investing in customer experience. With more experience in b2b CX research than any other research company, we’ve seen first-hand the greater financial returns and long-term customer loyalty that results f...

August 2017 / Written by Daniel Mullins