Category Archives: Market research

Years ago, RIM – who developed the Blackberry and changed the world of mobile phones and email – carried out observational research on its core users. By just watching what Blackberry junkies did, they worked out that it was more than just a nifty way to keep in touch while out and about. This redefined the role played by Blackberry. … Continue reading →

I waited with this entry to protect the anonymity of the person who supplied this sketch of a T-shirt. It’s a perfect example of why companies should involve locals in the design of international marketing materials. It was produced by the BMW company in 2010 to coincide with the World Cup in South Africa. Unfortunately, as has happened in other … Continue reading →

Sometimes finding new product ideas or innovative ways to update the marketing mix comes not from interviews, customer surveys or experimental methods, but just watching – watching customers. This is called observational research. It’s valuable because you get ideas by simply watching products in use, or customers using services, ie during the ‘brand experience’. Sometimes the idea simply springs up … Continue reading →

SIGMA milieaux are often confused wtih the Sinus model. Whichever alternative you choose, be warned, they’re expensive! But for many companies, they’re worth it. The pictures say it all. As you can see from this mood board of German hedonists. So if you need to make an ad to appeal to this target group, you have plenty of visual fooder. … Continue reading →