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.
Geraldine Trufil is an MRS Research Hero of 2024
We are delighted to announce that Geraldine Trufil, Chief Operating Officer and Co-Founder of Split Second Research (SSR), has been recognised as one of the Market Research Society’s (MRS) Research Heroes for 2024. Geraldine was nominated due to her exceptional work across numerous projects with Split Second Research with a particular focus on her client-first approach.
Predicting Why Consumers Buy: Evaluating 5 Key Approaches
Whether developing a new product or launching a new marketing campaign, understanding your customers’ true attitudes is crucial to brand management. The main aim is to make predictions about consumers’ behaviour in the future. So, for example, if we wish to make a change to one of our products, we need to conduct research that will help us predict whether the change will bring about an increase sales, decrease sales, or make no difference to sales. However, it is important to choose the correct way to measure people’s thoughts, emotions, or gut-instincts towards your brand, depending on what you’d like to achieve.
There are five recognised ways to measure attitudes in market research.
Research Reveals Insights into the Conversion Journey for Dental Implants
The conversion journey is often overlooked when it comes to market research, yet it can provide valuable insights to improve your business.
For a dental practice offering implants, understanding this
What Women Want – White Paper by The Female Lead – September 2023
The Science of Fulfilment – What Women Want Dr. Eamon Fulcher, Split Second Research’s CEO and Co-founder, discusses a recent study for The Female Lead in “What Women Want – White Paper by The Female Lead”. The study included creating a free online survey which aimed to understand what fulfilment means to women. “I recommended …
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