Based on our wealth of experience and diversity of clients over our first 15 years, we’re continuing our series on the 4 current challenges across 3 key sectors of FMCG, Retail and Hospitality. In case you missed it, here’s Challenge 1: get in touch.
At Tangible we have had the good fortune of working on research, marketing and strategy projects with leading brand owners across many categories and sectors for over 15 years. We enjoy the variety, we benefit from the privilege of being able to step back to get a broad perspective on some of the key challenges faced by similar and different businesses, and we like to pass on our views and experiences whenever we can. So here we are sharing what we have identified as 4 current challenges across 3 key sectors of FMCG, Retail and Hospitality over the next week, […]
Is brand marketing art or science? There is a long-running debate on the optimum characteristics of brand managers and the extent to which the scientific method of asking questions, building and testing competing hypotheses is the route to success. We rely a great deal on the rigour of scientific methodologies in research and in analytical techniques to extract value from both quantitative data and qualitative findings, but we believe the artistry of creative thinking, of making conceptual leaps and developing new ideas is a crucial part of having a positive impact on brand performance. So, inspired directly by each of […]
Tangible has been researching consumer buying behaviour and motivations for over 15 years. Underlying all of the shopper ethnography, segmentation studies and needs analyses are 3 simple principles of consumer behaviour: Satisficing, Risk Avoidance and Optimising. We think they are worth understanding so we are sharing them with you here. 1. Keep Going Carry on doing the same thing – it is working, everyone seems happy, there is no need to change. Some would label this as consumer inertia, but we recognise it as a characteristic of consumers called “satisficers”: if something is good enough to meet their needs there is no […]