In many of the brand studies we conduct, unprompted word associations with the brands we test are often functional, such as “reliable”, “quality” and “value for money”. While these are positive perceptions, they are quite plain and often ...
Have you ever had to read a detailed research report full of facts, figures and charts? Do you find it hard to engage with and impossible to remember the moment you step away? If so, it’s likely the data was missing one key ingredient – a coheren...
Subscription services are sweeping the globe. Where subscriptions were once limited to magazines, newspapers, and wine of the month clubs, now the sky is the limit when it comes to what you can have delivered to your door every month. As the leading ...
Last year the global spend on advertising was $493 billion. This spend increased dramatically from 2015, largely in the U.S. due to Olympics-related ads and the presidential election. The U.S. alone spent over $191 billion on advertising in 2016. Why...
If you visit the McPherson Square Library in Philadelphia and need to use the restroom, you will have to get an ID at the front desk to show the attendant outside the restrooms, who will then keep you on a strict 5-minute time limit. These precaution...
Segmentation is vital in marketing. By grouping together people or companies with similar characteristics, their needs can be met much more efficiently. It’s important to bear in mind, however, that segments are essentially bodies of people and it ...
We’ve long been advocates of the value of investing in customer experience. With more experience in b2b CX research than any other research company, we’ve seen first-hand the greater financial returns and long-term customer loyalty that results f...
Events are one of the most influential b2b marketing activities. They’re also one of the most challenging. Investments in event marketing can quickly rack up and it is up to marketers to prove the investment is worth it. At B2B International we’v...
Delivering a winning customer experience is not easy. A lot of time and effort needs to go into designing and implementing a program that sits at the very heart of an organisation and informs every action that is taken. The rewards of getting such a ...
One of the first considerations in your marketing strategy should be your customer value proposition (CVP). Essentially this is determining the factors that your customers place the most value on when it comes to your products and services. Building ...