For many organisations, the most significant commercial opportunity sits within their existing customer base, rather than with new prospects. These are customers who already trust the brand, already use the product, and already have an established relationship.
Most businesses know their costs, understand their margins and have a sense of what competitors are charging, yet pricing still ends up being one of the most debated and uncomfortable parts of launching or refining a product or service.
“Brand love” is a phrase that comes up a lot in marketing when talking about consumer loyalty. It’s the idea that if customers feel strongly about your brand, they’ll keep coming back. However, when you look at how people actually behave, loyalty isn’t as simple as just loving a brand.
Most consumer research still treats behaviour as something that happens at the level of the individual. We ask people what they buy, what they intend to do, and how they feel about brands.
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…
If you’ve put chocolate on your Christmas list this year, you might want to double-check what you’re actually asking for. Some of Britain’s classic favourites – including Penguin, Club and Toffee Crisp – can no longer be…
Over the past decade, Halloween has transformed from a modest occasion in the UK into a major seasonal event. No longer just a chance for children to knock on doors for sweets, it has become a key moment on the retail…
Every year, brands invest millions into advertising campaigns designed to grab attention, spark emotion, and ultimately drive sales. Some succeed spectacularly – becoming cultural talking points that boost both brand…
A £3 pastry, an extremely expensive smoothie, a scented candle you didn’t need, but definitely wanted – these small purchases, spontaneous and emotionally charged, are fuelling what’s become known as little treat culture…