Black Boxes and Rollercoasters

Do you measure your consumers’ emotional reaction to your brand or do you actually understand it? Your brand experience produces an emotional shift in the consumer, it changes how they feel. It is this that they like – or don’t like – and it is this that attracts them to come back to your brand…

While Efficacy is important, Consumer Belief in your brand is Critical

There are many areas in consumer healthcare, domestic and personal hygiene where the efficacy of the products is similar across all brands and variants. Soaps, shower gels, shampoos, deodorants, toothpaste, cleaning products, disinfectants… all achieve their stated objective. The difference, the competitive advantage, therefore comes in consumer preference and ultimately in the consumer’s belief in…

Understanding Flavour Preference

We spend a lot of time, effort and budget trying to deliver the best flavours, aromas etc. but do we really understand what we mean by the best flavour? Is it the best flavour because most people choose it in blind tests? Does that mean that they will always buy it over the alternatives or…