Voice of the Customer (VoC) – More than just a feedback loop
In today’s experience-driven economy, companies can no longer afford to make decisions in a vacuum. The most successful organisations are those that actively listen to their customers—and use that insight to shape their products, services, and strategies. This is the essence of Voice of the Customer (VoC) research: capturing what customers are saying, feeling, and […]
From Insight to Impact – The evolving role of market research in strategic decision-making
In today’s rapidly evolving and unpredictable business environment, the role of market research has fundamentally shifted. Once viewed primarily as a tactical tool used to validate pre-made decisions or evaluate post-campaign success, it now occupies a central position in shaping business strategy. Increasingly, market research is becoming a key driver of innovation, growth, and transformation—fueling […]
Bridging the Generational Gap – Researching Gen Z and Beyond
As generational shifts redefine consumer expectations, behaviours, and values, the role of market research in understanding these evolving audiences has never been more vital. Generation Z—those born from the mid-1990s through the early 2010s—is rapidly becoming one of the most influential consumer groups worldwide. And with Generation Alpha already following in their footsteps, brands and […]
B2B Research in a B2C World – Challenges and Best Practices
Business-to-business (B2B) research may be less visible than its consumer-facing counterpart, but it plays a critical role in shaping high-value decisions across industries. From informing product development and pricing strategy to assessing brand positioning and customer satisfaction, B2B research is essential for companies that sell to other businesses. However, B2B research is fundamentally different from […]
The Power of Insight: How Market Research Can Drive Business Success
In today’s competitive business landscape, understanding your target audience is no longer a luxury; it’s a necessity. Market research, the systematic gathering, recording, and analysis of data about a specific market, provides businesses with invaluable insights that can shape their strategies and drive growth. Key Benefits of Market Research: Informed Decision-Making: Market research helps businesses […]