I've had quite a lot of consulting assignments by means of the years with a purpose of enhancing a consumer’s model tracker. You understand the story…nothing strikes and when one thing does transfer,...
Individuals not purchasing your brand fall into one of three categories: current non-users, lapsed users and never users.
It’s brand research 101: measure and compare brand penetration rates across brands, knowing who qualifies as...
In all my years on the service provider side and now as a consultant, I have learned that there are three universal truths for creating successful relationships with colleagues – either coworkers or...
Some use the words “segment” and “audience” interchangeably; I have from time to time as well. It’s understandable as both words refer to grouping consumers by their similarities. But there are important distinctions.
What...
