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News

LONDON: The airline industry competes fiercely on price, but as air travel has become a commodity even budget airlines are having to rethink their customer experience as a way of differentiating the brand.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

News

LONDON: NPS and CSAT metrics are “blunt instruments” when to comes to measuring customer experience, according to an industry figure, who maintains that Experience Quality Measurement (EXQ) is a far more reliable indicator.

News

MUMBAI: Changes in the Indian consumer landscape, including increased broadband penetration, a younger demographic growing in economic strength, and private label brands are threatening the hold of big consumer brands on the country.

Article

Discusses the issue of ad wearout, including the challenges for advertisers and tips on how to face them.

News

DÜSSELDORF: Marketers are taught that brands should be consistent in their marketing activities but it is the element of surprise that achieves the cut-through they are looking for.

News

LONDON/AUSTIN, TX: Benchmarking – the use of an external best practice reference point – is essential to a culture of continuous improvement and can be applied to seven marketing capabilities, according to an industry figure.

News

GLOBAL: Fifteen-second commercials may be as effective, both rationally and emotionally, as traditional 30-second ones when it comes to brand building, according to new research which challenges received wisdom on how long an ad should be.

Article

Concept testing is the investigation of potential consumers’ reactions to a new product or service before it goes to market, and this article explains the importance of real-world, common-sense benchmarking and how to achieve it.

Article

Introduces a series of papers on how benchmarking can improve marketing performance.

Article

This article reveals the results of studies exploring the role of cultural differences and usage occasions in shaping the most relevant emotions and motivations for female beauty in the UK and Indonesia.

Article

Using examples from Delta Air Lines, Lynx, Wilkinson Sword and Sky Television, this article explains how to tie in marketing metrics with the goals of the overall organisation and how to isolate the impact of marketing’s paid efforts to get close to people’s real experiences of the brand.

Article

Offers up five ways for marketers to build brands using the element of surprise.

Article

Explains how the benchmarking process can be applied to marketing, describing seven marketing capabilities worth benchmarking, from product development to marketing implementation.

Article

Using rational and emotional drivers of brand choice, this article examines research into the relative performance of 15-second vs. 30-second ads.

Article

Explains the roles that a sceptic and enthusiast can play in helping to find and develop a brand purpose.

Article

Radiocentre, the industry body to promote greater use of radio advertising on UK commercial radio, launched a new campaign measurement and benchmarking initiative, Radiogauge, ten years ago.

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Article

A guide to the process of benchmarking website performance, beginning with a seven-point checklist to follow to ensure that your analytics data is complete and accurate.

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Collaborations with Jaguar Land Rover and supermarket giant Asda saw Northstar Research adopt the reality TV formats The Apprentice and Come Dine with Me to produce in-depth customer insights.

Article

This Adstats uses various data sources to look at the growth in out-of-home advertising across the world.

Article

Aims to present some basic ideas on sales analysis to serve as a starting point for any novice assigned the task of analysing a firm’s sales data.

Article

Reveals the books that influenced Sean Healy, head of comms planning worldwide at ZenithOptimedia.

Article

The price war has forced airlines to re-evaluate and re-imagine the customer experience – before, during and after the flight – to differentiate themselves from the competition.

Article

People talk about customer experience as if it’s a physical thing like an event or a moment, but work involving three high-profile consumer brands shows it is more about understanding the emotions around that experience.