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Does your Market Research challenge you?

Sometimes your market research will confirm, what you already know. Sometimes it will help explain and add detail to what you know. How often does your research challenge what you thought you knew? How often…

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Utilising the power of ‘Belief’ in your Brand for your competitive advantage.

There are many areas in consumer healthcare, domestic and personal hygiene where the efficacy of the products is similar across all brands and variants. Soaps, shower gels, shampoos, deodorants, toothpaste, cleaning products, disinfectants… all achieve…

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What you’re missing when connecting Emotions to the Consumer Experience

It is nothing new to talk about the consumer’s emotional relationship with your brand. Marketers and advertising have focused on emotions for over 100 years. But this is generally focused upon how a product or…

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Why do I like some flavours and not others?

Why do we like some foods and dislike others? Why are my preferences different from yours? How is this information useful for Brand owners, product developers and communicators? We are born with – arguably –…

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Harmonising flavours across markets

Most global brands adjust their products to suit local markets. A McDonald’s burger in China is very different from one in the Philippines, or in the US or the UK. Pepsi, Coca-Cola, Nescafé all tailor…