UPDATE: After initial publication of this post, McKinsey & Company published research findings that support the arguments in this post. According to McKinsey, 36% of consumers have tried a new brand during the pandemic, and...
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How Consumer Insights Can Help You Gain Retail Support
One of the most powerful aspects of marketing research is how the consumer insights generated by research studies can result in greater retail support and distribution. In a number of projects, I have seen manufacturers...
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Identifying Growth Opportunities with Usage and Attitude (U&A) Studies
Usage & Attitude (U&A) studies are one of the fundamental building blocks of marketing researchers and consumers insights departments.
Recipe for a Better Brand Strategy: 5 Ways Brand Image Research Helped a Brand of Cooking Appliances
How do you keep your brand strategy relevant as the market evolves? Here are 5 ways brand image research helped an Italian brand of cooking appliances that is more than 130 years old. Ten years...
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How Research Can Improve Customer Satisfaction and Loyalty
Do you wish that your customer retention research gave you more specific insight into how to increase customer satisfaction and loyalty, even among the most profitable customers?