Latest blog posts
The announcement that United Biscuits is to revert to a former recipe for its digestive biscuits because some consumers had missed, what the company called, the ‘taste, texture and dunkability’ of the original recipe, highlights the importance of undertaking detailed and repeated consumer research before fundamental changes to favourite products are made.
With sales of children’s breakfast cereals under threat from both new product formats and from those who claim they contribute to childhood obesity, brands should use research to better understand the key messages on which marketing and communications should focus if they are to resonate more successfully with potential consumers.
Northstar’s Rhiannon Price shares six thoughts on getting the most out of researching extreme consumers.
How have the hardships of recession impacted on British consumers, and what are the implications for marketers? Acacia Avenue’s Caroline Whitehill Hayter shares her point of view.
Breaking Bad’s final episode was among the most tweeted ever, but its ratings placed it outside the Nielsen Top 10. Colourtext’s Jason Brownlee asks: What are the most reliable indications for TV franchise success?
A lack of research is directly contributing to the decline of the media industry in Nepal, says Gavin Anderson. But a UK-funded development programme is hoping to turn the situation around.