Rethinking What “Losing Relevance” Really Meant for MTV
By 2010, the media landscape was moving fast. New digital music channels were emerging, and MTV was picking up an uncomfortable signal from conventional
Understanding Emotional Responses to Fragrance in Context
A global fragrance company wanted to profile how four new fragrances were experienced, with a specific focus on their functional emotional
Explaining the Brand Gap
There’s a gap in most markets that doesn’t show up in product specs or competitive audits. It lives in the consumer’s mind, and it is the space between what people are looking for from a brand and what they actually perceive the brands around them to deliver.
That gap is called a brand gap, and finding it is
Choosing a Brand Name Through Implicit Insight
Naming a brand is harder than it looks. A London-based branding agency was restructuring and needed a new name, one that could carry real meaning across six
Strengthening Brand Identity Through Scent and Visuals
When a fragrance design company was commissioned to develop a new scent for a fabric conditioner, the brief quickly expanded beyond the fragrance
The risk of believing you already understand your customers
We talk a lot about the consumer truth gap, which is the gap between what people say they are going to do and how
AI-assisted predictive modelling at Split Second Research
Many of our clients have built up a rich body of research over time. A common question we hear is how to get more value from that existing data, rather than constantly running new studies. One of our current priorities is helping clients do exactly that. As part of this, we’re introducing a small number …
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Building premium perception for a Western beer brand in China
In China’s beer market, two important features shape premium positioning: local expectations and brand heritage. The client wanted to understand how
The Truth Gap in Market Research for Performance Marketing World
[image: Performance Marketing World] Are your consumers really telling you the truth …or just what they think you want to hear? In a new piece for Performance Marketing World, our CEO Dr. Eamon Fulcher explores the “Truth Gap” in market research. He explains how rapid, split-second responses can uncover deeper, more honest consumer insights than …
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The England Goals That Cost 5 Million Pints: A Market Research Study
Recently, we at Split Second Research undertook a tongue-in-cheek study, commissioned by Aldi, that delved into the phenomenon of beer-spilling during England football matches. The results? Both amusing and revealing, particularly for those interested in market research.