February 16, 2017

Sometimes you’re working on a needs research project and you get this sense that something’s missing.

   

The jigsaw is falling nicely into place - how people see the world you’re in, the central need, the different expressions of that need that you’ve found, how those needs explain the different behaviour, where the brands all sit.

   

But you stand back and l...

February 2, 2017

Imagine you have a snack brand. And Mark here is one of your potential consumers. He doesn’t buy your brand currently. How would you segment this world to help you get to him?

   

Mark is 32. He lives with his partner, Sophie, in Reading. They have a 3-year-old daughter called Molly and a dog called Bill. Bill’s his mate. He’s the only one in the house who’ll watc...

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