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We conduct very large sample, bi-annual secondary data surveys to enable the production of highly detailed and extremely cost-effective customer segment profilers.
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Most consumer segmentation models are like candyfloss... fluffy and intangibleThe recently published Brand Atlas 5 data contain hundreds of measures used by marketers for accurately describing specified consumer segments in multiple product categories. 13 Sep 2019 Read more

Did we hear you say you can't measure outdoor media?For the first time, Brand Atlas 5 data now includes outdoor (out of home) media measures, inter alia. 29 Aug 2019 Read more

Characterless brands have weak handshakesFor some time now we have been wondering whether it is a good or bad thing for a brand to take a public stand on moral, social or cultural issues. Nike took a stand on backing Colin Kaepernick (you know, the football star who knelt during the USA national anthem in protest of Trump). Nike alienated a lot of people by supporting Kaepernick, but at the same time they won the admiration of many others. Did they do the right thing for the brand - was there a net gain in sales and brand reputation? Apparently, there was. 10 Jul 2019 Read more

How is your genetic brandcharacter?Elon Musk

Steve Jobs

Raymond Ackerman

Richard Branson

Jeff Bezos

Harry Oppenheimer

Walt Disney

Henry Ford

Warren Buffet

Mark Zuckerberg

Julius Malema
 20 Jun 2019 Read more

The confessions of a grocery shopperA recent article in an inflight magazine caught our attention. The article was headlined something along the lines of "what type of grocery shopper are you?" 17 May 2019 Read more

Do not forget to measure the ROI of your brand mojoBuilding a brand is like building Rome - you can't do it in a day. 27 Mar 2019 Read more

Edgars needs to remember why their good times were so good
  • Back in the day it was the Edgars own-brands that made the Edgars brand so great 8 Mar 2019 Read more

  • Please will somebody answer the phone?Some of us are old enough to remember the days when you went out of the office and came back to the ever-grumpy office receptionist flapping a pile of messages for you from "all the people who had tried to phone you while you were out". These were the times of being able to go for days or even weeks without having to return a single call - "Oh sorry, I was in Windhoek last week", or "Shit, the new receptionist didn't give me the message" or any other lame excuse for avoiding the call, were all accepted. 27 Feb 2019 Read more

    Promise not to forget that customers are human tooDo you believe that it is possible to predict the future behaviours of your customers based solely on detailed knowledge of their previous transactional behaviours with one single organisation - namely your own? Apparently, an increasingly number of organisations think it is. 21 Feb 2019 Read more

    Brand parity? There is more to this than meets the eyeHow frustrating is it that your tiresome annual Brand Health Tracker (BHT) stubbornly shows that no matter how hard you try, brand status quo prevails? 6 Feb 2019 Read more

    How well do you know the consumers who use your brand?Before you can begin formulating brand strategy, you have to ask the question, "Who uses the brand?" In fact, this is not a single question, but many questions. Is it men, women, or both? Are they younger or older, richer or poorer? What media (traditional and digital) do they consume? What other brands do they use? Where do they shop? How do they feel about themselves? What are their interests and pleasures? The list goes on because the better you understand them, the better your chances of being able to satisfy their needs. 23 Jan 2019 Read more

    2019 decisions based on 2015 knowledge are bound to be bad decisionsThe 2015 world was pre-Trump, pre-immigration crisis, pre-Brexit and most South Africans were still largely ignorant of the colossal damage to the SA economy and its reputation, being carried out by a corrupt government. 17 Jan 2019 Read more

    Knowing lots about Prince Harry is not the same thing as knowing Prince HarryIs big data analytics about to put market researchers out of business? Can computers really be relied on to make good decisions about customer needs? Is human faith in AI symptomatic of intellectual laziness? 6 Nov 2018 Read more