Blog

• Brand Research

Brand strategy is the set of decisions that determine how a brand competes. Those decisions only pay off when they’re built on consumer evidence — not a workshop.

• Research Methodologies

Platform metrics mislead brands choosing and measuring KOLs in Thailand. A research-first look at what to verify before, during, and after a campaign.

• Market Research Insights

Most Thai brands have customer personas built from assumptions. Research-backed personas reveal a different consumer — and drive different decisions.

• Market Research Insights

Consumer insights explain why Thai consumers behave as they do. The challenge is not collecting data — it is collecting data that actually reflects reality in a market where standard research instruments systematically mislead.

• Brand Research

Most loyalty programmes measure repeat purchase and call it loyalty. Repeat purchase is behaviour, not loyalty. Here is how to measure the difference — and find churn risk before it appears in your data.

• Brand Research

Brand positioning is a measurable market position — either held in consumer minds or not. Here is how to research it, map it, and defend it when competitors move.

• Brand Research

Brand awareness is one of the most cited marketing objectives and one of the most poorly measured. Here is how to measure each level correctly and what the numbers actually tell you.

• Brand Research

Brand identity is what your brand intends to stand for. Brand image is what consumers actually perceive. Research closes the gap.

• Customer Experience

Most companies know they have touchpoints but have no systematic picture of which ones are working, which are broken, and which ones customers actually care about. This article shows how to map, audit, and research them.