Maximizing Brand Potential
In today’s competitive landscape, staying ahead of the curve is essential for businesses striving to maintain and strengthen their position in the market. One indispensable tool for achieving this is the brand health tracker study. This invaluable market research method provides businesses with a comprehensive understanding of their brand’s performance, perception, and potential, empowering them […]
Using Discourse Analysis to Fuel Brand Strategies
Ten years ago, in Malta, at a qualitative conference organised by Jasper Lim and Merlien I presented a paper on discourse analysis and how it could be used in market research. Although I think discourse analysis is a really powerful tool to help market researchers make sense of what people say, it seems I was not particularly […]
