07 September 2022 • Marketers need a vocabulary that reflects how customers perceive brands in the real world; as services they buy, not people they cherish. So rather than brand trust, let’s focus on reliability. Instead of brand love, let’s aim for preference, argues Sam Salama, Research Manager at Basis.
25 November 2021 • At a time when it’s never been easier to watch behaviour from afar, we should remember that the most meaningful learnings about our customers come from getting up close and asking them, says Sam Salama, a Senior Research Executive at MountainView.
About Sam Salama
Sam Salama is Research Manager at Basis.