In an era where social media feels like the epicentre of insights, many businesses have unwittingly exchanged traditional qualitative research methods for Twitter polls and Instagram comments.

In the ever-evolving digital marketing landscape, “traditional” advertising avenues are quickly losing their effectiveness. Banners, pop-ups, and irrelevant sidebar ads are now often ignored or blocked by savvy consumers. What is the smart way to circumvent this issue? Native advertising.

In today's super-competitive business landscape, a one-size-fits-all marketing approach simply won't cut it. But we’ve known that for some time, haven’t we! Your audience is not uniform or consistent; it comprises unique demographic and social subgroups with distinct needs, pain points, and preferences.

As you probably already know, Australia's retail sphere is currently jigging to the lively tunes of discretionary spending. With every Aussie's purse strings playing hard to get, the question arises: Is it price or brand loyalty that takes the lead in this dance? And, as you try and pivot in this competitive market, how should you be orchestrating your media budget to gain the largest share of spend? 

While many tools and strategies promise to bolster brand strength, there's an often overlooked yet potent tool: qualitative research that could deliver results.

Once upon a time, not so long ago, the relationship between a brand and its customer was almost tangible. You could feel it. The direct marketers of yesteryears relied heavily on human intuition, face-to-face interactions, and the personal touch of a phone call to create a mental picture of their most loyal customers.

"Data is the new oil!" We've all heard this saying a dozen times over. In the age of digital transformation, data is indeed invaluable. But much like unrefined oil, raw data needs processing to provide true value. Enter: personas. Together, data and personas form a powerful mix that can supercharge your conversion rates.

In the interconnected world of today, if you're not on social media, you're almost invisible. Social media's vast reach extends beyond the tech-savvy millennials and the fresh-faced Gen Zers. Surprisingly, it has even caught up with Gen Xers and Baby Boomers, albeit at a more gradual pace.