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If you create advertising or brief it, you’ll appreciate that every advertising and marketing professional needs a straightforward, quick method to pick out the relevant content for a creative brief. But because of time pressures it’s hard to find the time to do this properly. This four question procedure will help you generate content rich, […]

Market research, defined as the systematic, objective collection and analysis of information about your prospects, customers, competition, and or marketplace is important to establish business success. From multi-national omnibus research to informally asking a few existing customers why they buy – all research provides practical information because however it is gathered it will guide your […]

If you generate advertising or brief it, you’ll appreciate that every advertising and marketing professional needs a simple, speedy approach to pick out the relevant points for a creative brief. However because of time pressures it’s hard to find the time to do this properly. This four question technique may help you deliver content rich, […]

Appreciate your customer Whilst it is true that ‘if you don’t appreciate your audience, you don’t learn your business’ in today’s competitive marketplace this is not enough. You might need to know their motivations, attitudes and beliefs otherwise it is almost impossible to anticipate their behaviour. And if increasing your profitability is important, then being […]

Increased sales for less cost has increasingly become a business mantra. For any business there is nothing more important than knowing precisely why people buy your product or service. In this competitive marketplace research is often the first thing to be cut in an attempt to drive costs down. Yet some forms of research have […]