Tag: consumer research

CONSUMER INSIGHT SPECIALISTS, GEEKS AND NOSEY PARKERS : JOIN US!

We’re adding to our brilliant team so please get in touch if you are interested in working with us on projects for A-list brands looking to grow, find more buyers, optimise their advertising, identify winning products, redevelop their packaging, refine their messaging, reorganise their merchandising and in store displays, reboot their online experience and generate breakthrough ideas by understanding what is behind what motivates real people living real lives. We need you to have experience of the UK consumer landscape, and whether you are qual, quant, specialist, generalist or something different we are keen to hear from you to see […]

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 […]