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How do I reverse my brand decline?

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…

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Qual vs Quant – the wrong debate

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…

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How to win in your category

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…

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Identifying the right opportunity

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…

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Why do some flavours work and others fail?

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…