“The problem with market research is that people don’t think how they feel, they don’t say what they think, and they don’t do what they say.” David Ogilvy
The single biggest issue faced by brands today is that consumers behaviour isn’t aligned with what they tell us they have the intention of doing - the so-called ‘say-do gap’.
Today, consumers are saying they want brands to step up and meet them where they stand on issues such as the environment, health, social equality and act in ways that don’t just pay lip service to the values they care about. Enter The Mindful Consumer
Yet despite the concerns shown by The Mindful Consumer, their purchasing behaviour isn’t changing as much as we are led to believe.
This was the hypothesis for our latest research into the household cleaning category; ‘Keep it clean’. We explored what's really driving purchase behaviour and brand loyalty in the category and what can be done to change behaviour in a more positive way.
In this 20 minutes long presentation, Further's Stephen Cribbett and Research Director Nigel Roth share a preview of the research with NewMR as part of their 'New Thinking' series and offer recommendations on how to better understand The Mindful Consumer.
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How to conduct customer segmentation market research?
Qualitative research enables you to understand your customer base in detail, to explore the feelings and beliefs that lie behind their decisions and behaviour, and to identify the factors that are most likely to differentiate the different customer groups that you would like to target.
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Brand research: what, why and how
Regardless of how much time you spend developing a brand strategy and planning your brand identity down to the last detail, all that matters, in the end, is consumer perceptions. In this article we explore different types of brand research, as well as the multiple methods you can choose to accomplish your brand research objectives.
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Designed for use with our online qual research platform Together™, our activity templates include a range of activities, from warm-ups and ice-breakers, to deep cultural immersion projects and concept testing.
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Conducting research with diverse and multi-cultural consumers
To deeply understand diverse and multi-cultural audiences requires deep expertise and an enabling approach. This guide contains the principles and approaches Further’s award-winning research team use to gather and activate insight and evidence for greater inclusion and equality.
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