Understanding how to use buyer personas effectively can help organisations align and improve customer centricity. Here are some of the insights we have gathered on how to create and bring to life powerful personas.

For many years, data quality was not a concern for research buyers. This has changed, and the widespread availability of AI hasn’t helped recently. Discover six ways to protect the quality of your surveys.

Turning insights into action should be easy, but they don’t make it into business plans. Discover what you can do to prevent this from happening.

Many marketers struggle with research briefings. If this is the case, you are not alone. The good news is that even if you don’t do a lot of market research, you can still write a good brief if you follow a few tips.

80% of product launches fail. Done right, concept testing can really help you make the right decisions. But don’t let bad concept testing ruin the ideas you really believe in.

Brand managers need to be bold and move «fixing brand tracking» from the back burner to the top of the priority list. The right brand tracker will help any brand manager identify opportunities and make the right decisions to build brand strength.