Driving growth through segmentation (automotive edition)
11 June 2026Buying a car is one of the biggest purchasing decisions most consumers make, but the factors that influence that decision are rarely the same from one customer to the next.
audience segmentation
5 June 2026
As confidence in university falls, understanding students matters more than ever
A recent survey reported by The Guardian has highlighted just how much attitudes towards higher education have changed over the past two decades.
16 April 2026
Why interest doesn’t always turn into demand
Positive early feedback can create a false sense of demand. While interest signals potential, it often sits at the top of the funnel. Understanding what drives real action (and where hesitation emerges) is key to turning ideas into commercially viable opportunities.
9 April 2026
Why innovative products fail without the right audience and pricing
Innovative products rarely fail because of the idea itself. More often, success depends on aligning the right audience, clear proposition, and effective pricing. Without this alignment, even strong concepts can struggle to convert interest into real demand.
2 April 2026
Why targeting everyone is costing you growth
Trying to appeal to everyone often leads to diluted messaging and missed opportunities. By identifying and prioritising high-value audiences, brands can focus their strategy, improve relevance, and unlock more efficient, sustainable growth.
19 March 2026
How to turn CRM data into real customer insight
CRM systems are rich in transactional data, but they rarely explain the “why” behind customer behaviour. By combining this data with targeted research, businesses can uncover motivations, identify meaningful segments, and turn raw data into actionable insight that drives smarter growth.
13 March 2026
Why premium travel brands often misjudge their audience
Many premium travel brands assume they understand their audience, but internal assumptions often miss the mark. True “premium” appeal is driven less by luxury features and more by emotional needs, identity, and market-specific expectations, making robust audience insight essential to effective positioning.
22 January 2026
How to choose a market research agency that delivers real business value
Choosing a market research agency is rarely about data collection alone. Most organisations are looking for insight on who their customers are, what drives behaviour, how their brand is performing, and where to focus…
14 January 2026
Why ‘average’ customers don’t exist, and how they distort business decisions
In many organisations, the “average customer” still sits at the centre of decision-making. Average satisfaction scores, average likelihood to purchase, average usage levels are easy to report, easy to track and easy to…
8 January 2026
Why New Year’s resolutions fail — and why it’s the best example of the intention-behaviour gap
Every January, many people set out with the best of intentions. This often includes promises such as spending less, eating better, or joining the local gym.