What Are Stimuli? Stimuli are any materials used in a market research study with the aim of inducing a reaction from respondents. They can be: Auditory – such as a read out of a concept or product features. Visual – such as images or video of mar...
As well as the use of colour in branding, the choice of font is equally important. It is yet another form of non-verbal messaging you are sending out about your brand. Your typographic palette helps to tie all communications together, from the copy o...
Maybe some of you have been to a concert during the holidays or around the turn of the year. In Germany, for example, it is very popular to play Beethoven‘s Symphony No. 9 on New Year‘s Day. While I was listening to a concert in the Cologne Philh...
Respondents are crucial to the success of any market research project. Without willing respondents, as market researchers we would not be able to ask the questions we need to be able to reach the answers we seek. However, far too often the time and w...
The other week I presented at an international chemical conference and the topic was ‘differentiation in an undifferentiated market’. The main thrust of the presentation was on using customer experience to differentiate in the marketplace. Howeve...
On any working day, the average full-time employee is likely to spend at least 50% of their waking hours at work. Let that sink in. That’s 50% of our precious time accounted for every working week; time that could be spent doing the things we love,...
Around 50% of the work that we do at B2B International directly involves the customer experience. A customer experience project can consist of a wide range of elements. Often, at stage one, our core aim is to understand and measure the customer exper...
How many times have you had to sit down and go through a long PowerPoint deck full of facts, figures and charts? Do you remember many of them? If not, chances are the deck was missing a key element. A coherent story. Storytelling has become an essent...
4 B2B Marketing Ideas for a Merry Christmas Christmas is only a few weeks away. It might not yet be snowing outside, but the festive season is already in full swing – at least in the advertising industry. With Christmas being the most anticipated e...
An email landed in my inbox last week which started with: “From today Vodafone will be changing our brand positioning for the first time in eight years from ‘Power to you’ to ‘The future Is exciting. Ready?’”. It certainly caught my atten...
