Innovation Design and Stakeholder Engagement – Customer Co Creation
Innovation Design and Stakeholder Engagement What is Co Creation? Co Creation is a collaborative qualitative research methodology that market research agencies use to help clients with innovation design and stakeholder management to develop new products, concepts, ideas or solutions. It involves working together with key stakeholders – clients, experts, suppliers or customers and consumers as naïve or passionately involved experts. Customer co-creation is […]
Why Track and Measure Brand Health?
Why Measure and Track Brand Health? You can only improve what you measure – Tom Peters Brand health measurement and tracking gives you the ability to manage your brands and identify the levers to improve market performance. Without a quantitative measurement, marketers have a limited understanding of how external market forces impact the brand. You […]
How to Build A Successful Long-Term Brand Strategy with Market Research
Market Research is Fundamental to Successful Brand Strategy A brand that invests in market research is a brand that will benefit from more profitable results, hands-down. Why? Because no matter what industry you are in – B2B, healthcare or consumer goods; well-crafted brands mean something to their target audience. That meaning creates loyal customers which […]
Customer Advocacy: How to Leverage it as a Marketer
In order to understand customer advocacy, it’s incredibly important to first recognise the following distinction: Customer loyalty is a purchasing behaviour Customer advocacy is an emotional connection Customer advocates are therefore characterised by their emotional connection to your brand. Advocates share their experiences with both personal and social networks. They are defined by their passion […]
A Marketer’s Guide to Research for Brand Development
The overall idea of brand development is to ‘own’ a market position and a source of competitive advantage and articulate your point of difference to your competitive set through a viable brand positioning. The goal is to ensure you are creating a unique fingerprint that drives association for your customer that is desirable and compelling, […]
Consumer Trends – Everyday Augmented Reality
Augmented reality (AR) is MAINSTREAMING – phones can now translate menus or measure sofas. WHY? People love to be engaged in meaning, stories and a higher sense of belonging or power. AR allows consumers to invent their own reality and get immediate payoffs. WHO IS DOING THIS WELL? Estee Lauder invites users to try out different […]
Consumer Trends – Choice Simplified
Whether increasing choice is the right move, depends on what you know about your consumer. Are consumers pushing for more alternatives or more simplicity? Businesses that specialise in a SINGLE product (or very few designs) are thriving because they satisfy consumer needs simply. Consumers only consider choice to be valuable when they can meaningfully distinguish […]
Influencer Marketing: How to Get it Right
Influencer marketing as a channel has come of growth. McKinsey estimates around 35% of all ad spend by 2019 will be in influencer marketing and brands like Qantas is redirecting half of their advertising spend to new mediums such as social influencers. This is terrific news for small businesses who are often locked out of […]