Knowledge hub

Connecting with your audience isn’t a game of guesswork; rather, it’s a science that requires precision and innovation. The quality of market research is heavily dependent on the sampling techniques employed, techniques that form the underpinning of insightful, actionable, and reliable data. Yet, as vital as it may be, the field of sampling is often […]

According to a recent survey, a profound understanding of customer behaviour and attitudes can increase customer satisfaction by up to 20%, subsequently boosting revenue by 15% and lowering the cost of serving customers by as much as 20%. This apparent correlation between customer satisfaction and bottom-line growth underscores the significance of market research. But how […]

The success of any market research endeavour is contingent upon the design of its most elemental building block – the questions asked. Yet, it’s a factor often underestimated in its potential to unlock unparalleled insights into the ever-evolving market landscape. This vital tool can lead to a deeper, more nuanced understanding of consumer behaviour and […]

Although there has been much progress in dismantling gender stereotypes in advertisements and media, much work still remains to be done.  Notable examples of progressive campaigns include Heineken’s commercial promoting gender inclusivity, Mohey’s wedding campaign challenging traditional norms in India, and Korean beauty brand SK-II’s “Change Destiny” campaign, which contests conventional beauty standards. Yet, some […]

Today, we’re embarking on a thrilling journey to observe two of the most fascinating species that roam the vast savannah of the market research landscape – the Qualitative Researcher and the Quantitative Researcher. In the blue corner, we have the Qualitative Researcher, a creature known for its knack for diving deep into the sea of […]

For Western brands, the allure of tapping into Asia’s vibrant and diverse markets has never been stronger. Rapid urbanisation, the rise of a burgeoning middle class, and the relentless adoption of digital technologies have transformed this continent into an economic powerhouse characterised by boundless opportunities and untapped potential.  And with its staggering population of over […]

Have you ever wondered why we, as consumers, make certain choices and decisions? Why do we feel compelled to buy that new gadget or indulge in a luxurious experience? It’s fascinating how our behaviour as consumers are driven by a complex interplay of factors deeply rooted in the intricate workings of our minds. Understanding the […]

From understanding audience segmentation to harnessing the power of viral marketing, market research is often at the start and heart of every successful marketing campaign. Miss this crucial step, and you risk alienating your audience and wasting your marketing investment.  Here are just some market research terms and methods from A through to Z. A […]

Bud Light recently found itself embroiled in controversy, demonstrating the potential pitfalls brands may encounter when they strive to align with an array of progressive causes, from gender identity to climate change. The contention surrounding Bud Light underscores the precarious position companies can find themselves in when they strive to resonate with ‘woke’ culture.  It […]

In a world increasingly marked by consumers’ call for authenticity, businesses must respond by significantly emphasising one fundamental aspect — transparency. This focus on transparent operations, especially concerning environmental sustainability, is no longer an option but a necessity for businesses striving to stay relevant in the modern marketplace. Transparency in business, particularly regarding corporate sustainability, […]