We’re hiring – Quantitative Consumer Brand Researcher

About Us Tangible has been thriving since launch in 2000, and has become a highly respected full service consumer research and brand consultancy business. We are a small and lively team that works with clients on a wide range of fast moving and fascinating projects across fmcg, health and beauty, household, leisure, hospitality, retail and business to business sectors helping them to grow their brands and achieve their commercial goals. About the Role We are looking for an experienced consumer brands researcher with a hands on quantitative skill set to join our team. The role will include opportunities to be […]

Packs make better ads …

Research conducted in the US has demonstrated that a marketing claim made on pack is more powerful than one communicated in print advertising. In general, consumers perceived packs as closer to the product than ads and this greater proximity was likely to make a claim seem more credible, increasing claim believability and purchase likelihood. In one of the studies conducted, university students were offered the chance to purchase an edible, extra strength energy spray, a real product with the claim that it “works 10x faster than pills and liquids” and that consumers would “feel results within 30 seconds.” Participants either […]

Make Messy Segments Not Tidy Stereotypes

One of the necessary preoccupations of marketing people is to identify their target market as clearly as possible. At Tangible we are strong advocates of the theory that the widest possible targets make for larger pools of potential buyers, but we also believe that segmentation can be useful. The challenge when working with high volume brands in crowded markets is to focus on defining broad targets for growth and avoid falling into the trap of creating unrepresentative narrow stereotypes of pockets of non-existent potential customers. There are two important considerations when embarking on a segmentation exercise: Firstly, only go through […]

BRANDS THAT SPEAK WITHOUT TALKING

In our experience of researching people’s engagement with brands, it seems to us that strong relationships are formed with those where there is a visual force. Psychologists and behavioural scientists have, for decades, talked about the power of visual appearance and body language over verbal communication. It is often quoted that 80% of effective communication is non-verbal and that how things are presented can, therefore, be even more important than content. We have even heard that people who are perceived to be more attractive earn more. We believe that the same probably applies to brands, although we wouldn’t advocate the […]