Research approaches

Segmentation – the good, the bad and the ugly.
Segmentation is having a bit of a moment in the limelight right now, and quite...

2CV Webinar: Everything you ever needed to know about digital research
You're probably as sick of hearing the words "pivot to online" as we are.

Range Optimisation: the pros and cons of TURF analysis
Today the choice for consumers in any category is big and getting bigger. Choice drives...

Can consumers be loyalised through better transparency and analysis of their own data?
On 5th December, the volume of Google searches for 'Spotify' was 5 times that of the previous...

Bre-xistential crises in segmentation
Segment marketing has failed in the post Brexit landscape, so why should we bother with...

The dark side of digital: forging meaningful connections in a cluttered world
Travelling on the Tube this morning, I scan my surroundings and see every passenger glued...

The Anthropology of Social Media
The use of social media is often controversial, and can be a cause for concern,...

Growing up digital – Online Identity and the Digital Generation
The phrase 'digital natives' was coined by Mark Prensky, an author and educational expert, back...

Mobile apps: the good, the bad and the ugly!
The world of mobile apps is hot news, there is no denying that. However we...