Managing a market leading brand can be tough. Everyone else is after a chunk of your sales. You need to defend your brand against the imitators and against the disrupters. Carefully treading the line between…
I have never understood the constant debate between quantitative and qualitative research. For the last 20 years I have been a qualitative researcher, this perhaps reflects my own love of digging deep to understand why…
We work for some of the best brands on the planet. Toothpastes that really do make your teeth whiter, cleaning products that kill all known germs, leave your surfaces shining and mark free and are…
Classic marketing theory says that you should first identify an opportunity, a gap in the market, that is currently either unmet or that you can satisfy better than the current products available. You then develop…
Invariably when a brand has a number of different flavour formats there are one or two that dominate sales while other flavours just don’t seem to do so well. It is unlikely that the format…
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