WE’RE HIRING: QUAL RESEARCHER

  About the Role We are looking for an experienced qualitative researcher with expertise in consumer brands to join our team at our office on Deansgate in the centre of Manchester About You You could be working in an agency or be client side – either way you must have a minimum of 5 years’ experience researching branded consumer markets. You will thrive in a small team where everyone works together and takes responsibility for doing the best we can for our clients – this is a role for someone who wants to moderate interviews and groups as well as […]

THE BRAND NAME GAME

One of the definitions of a brand is a name with a promise. Most consumer research focuses on defining and refining the promise – finding ways to manage the positioning and execution of products and services so they are bought by the widest possible audience. But often the name is part of the brief, so if you are trying to rise to the challenge right now, here is a Tangible Q&A on creating and researching brand names. First things first: is consumer research a good way to find a great brand name? No. Unless you are very lucky it is […]

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 […]