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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

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