Customer Insight

The latest research, best practice, trends, data and more

Getting to Grips with Market Research and Insight - Best Practice Guide

 ‌ This report identifies common marketing and business problems that research can help solve and provides a practical introduction to the main research tools, techniques and methodologies that can drive faster customer-centric decision-making.

Research, Trends and Best Practice

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Ratings and Reviews Best Practice Guide

1. Introduction Customer centricity is at the heart of any successful business today. Digital has empowered consumers in numerous ways, giving them greater choice and convenience when they shop, but also offering a platform for them to share their views at the touch of a button. There are a host of platforms enabling consumers to […]

Segmentations and Personas Best Practice Guide

1. Introduction Marketers have always sought to find the most relevant buyers for their products. In the 1950s, this concept took a step forward when Wendell Smith published an award-winning article in the Journal of Marketing on product differentiation and market segmentation.[1] This article put segmentations on the map for marketers, and soon market segmentations […]

From the Blog

Why search data doubles as valuable market research

Björn Darko, VP of product at Searchmetrics, explains the power of search data, which some brands are exploring, and how it can be added to your market research armoury to support insight and decision making

A screencap from the Confused.com 'From Confusion to Clarity' ad spot showing a car driving into the sunset with the Confused.com logo above.

How Confused.com rebuilt its brand through customer insight, doing things differently and taking a long-term view

The insurance comparison market is a colourful, competitive place full of larger-than-life marketing characters, from opera-singing men to catchphrase-uttering meerkats, all of them vying for consumer attention and recall. From 2016 to 2017, Confused.com also had its own memorable character in the form of James Corden, who was the face of the brand’s ‘Drivers Win’ […]

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