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Geraldine Trufil Research Hero Split Second

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.

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Predicting Why Consumers Buy: Evaluating 5 Key Approaches for Brand Managers

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.

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