3 stage approach to successful brand tracking

By Nicola Warrington

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Last week, The British Research Barometer was released by MrWeb looking at the current state of the insight industry. Despite there being a lot of chatter about social media tracking and big data, it came as no surprise to us that the type of study most commonly conducted in the last year, and indeed planned for 2019, is brand positioning and tracking. Just under 70% of market research professionals interviewed said they had conducted a brand study in the last year, with around 80% planning to do so in the next 12 months.

With this in mind, we have put together our thoughts on building the foundations for a strong brand tracking programme and how to ensure its continued success.

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Pricing research – when to use it and how to improve it

By Nicola Warrington

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There was an interesting article last week in Research Live about the gamification of pricing research arguing that traditional approaches need to be more engaging in order to improve data quality, limit respondent bias and reduce the rationalisation of responses. Improving traditional approaches and respondent engagement can only be a good thing but the underlying principles for pricing research remain.

Choosing the right methodology requires a clear understanding of your objectives – whether that be at the beginning of the process and assessing the importance of price in driving brand choice, through to identifying the optimal price range or estimating purchase intention once a price point has been set.

Below are three traditional pricing research methodologies, when to use them and our thoughts on how gamification can be used to enhance them:

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Agile & lean: The success lies in planning and partnerships

By Nicola Warrington

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Every year there’s a new phrase or buzzword which tries to glamorise the truth that increasingly, due to tighter timelines and budgets, research programmes need to be quick and cheap. This is a challenge for both agencies and clients alike and programmes can only be successful when we work together. Here are my thoughts on the 6 things which are vital to the success of an agile and lean study:

1. Clear roles & responsibilities

At the start of a project, define the roles of everyone on the project and their responsibilities. This ensures nothing is missed and no duplication of processes. Identify a clear point of contact for both parties for quick resolution of queries.

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