The false dichotomy in research

The word “digital” is ubiquitous and is a major part of 21st century vocabulary. “Digital” is sometimes used interchangeably with the word “online”, but clearly there is a difference. For example, the use of digital communications may refer to online, television, radio or mobile. In education, we have digital learning, digital education, digital research and […]

Research tips for business students

I’m always happy to share my advice on how to do research, so I was delighted to be asked to give a webinar to students and staff at Harare Institute of Technology, Zimbabwe. Delivered on 26th October, my presentation focused on ‘Writing a Successful Research Project: Tips for Business Students’ and draws on material from […]

Marketing as a Linear Process

How often have you undertaken a marketing activity and followed a linear process? Many of the marketing concepts we use today are linear processes. The marketing research process: Definition of the research problem, objective setting, research design, data collection, data analysis and presentation of research findings. Step-by-step, you continue with the process right through to […]

Why Bother With “Turbo Charged Platinum Mach5” Razor Brands?

Do you own a “speed and strength” named razor brand? Today I finally ditched my “Turbo Charged Platinum Mach5” razor brand for something more modest – a set of disposable razors. Why? Well, partly to do with price. My ten disposable razors were a third of the price of eight premium blades. But also to […]

Why Are So Many Tech Brands Named After Fruit?

Another social sharing app. Another fruit. This month’s launch of the new social messaging app “Peach” is causing a stir on social media. Founded by Dom Hofmann, creator of Vine video app, Peach’s USP compared to other messaging apps is it lets users use “magic words” to send interactive content. What’s also interesting about Peach […]

3 Top Chinese Brands to Follow on Twitter

Do you follow brands on Twitter? A study conducted by Nielsen Research found that 59% of UK users follow brands on the social media platform. Reasons include: Competitions, information on new products and interesting content. In fact, 34% follow brands because they regularly create interesting and entertaining content. Many leading Western brands such as Coca Cola […]

What Do You Expect When Making A Customer Complaint On Twitter?

Have you ever tweeted a company to complain about their product or service? Did you receive a satisfactory outcome? A few years ago, the main way of complaining to a company was via telephone or letter. But, increasingly, social platforms such as Twitter are being used by customers to vent their grievances. Many companies now […]

21 Brands Capitalizing On Star Wars Mania

This week sees the much anticipated release of the next Star Wars film – The Force Awakens. Star Wars is a ubiquitous brand. Merchandising includes everything from pets clothing to spoons. The next instalment already looks like being a guaranteed box office hit. No wonder plenty of brands are eager to associate their products with […]

5 Reasons “Spare the Act” Is My Favourite Christmas Ad Of 2015

Do you have a favourite Christmas ad of 2015? There’s certainly been some memorable Christmas ads this year. John Lewis’ #ManOnTheMoon campaign is generating an unprecedented level of social media attention. The retailer’s festive ads are now something of a tradition. Although not yet on a par with the likes of mince pies and Christmas […]