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How a customer insight-led marketing strategy fuelled one of Burger King’s strongest financial years yet.

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Marketing has changed—and we're the ones changing it. As consumers focus more and more on online purchasing decisions, we’re combining traditional methodologies with digital marketing strategies to get their business. Here at Perceptive, we've also discovered that marketers and market researchers who want to be successful in this new arena need to be able to marry the two disciplines together.

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Developing a customer journey map means you can understand the journey your customers take when interacting with your brand, identify the gaps in your offering and, most importantly, know what’s working well and what isn’t.

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Digital consumer behaviour is one of the most important metrics that any modern marketer can measure—but we’ve noticed that people are often getting overwhelmed by the sheer number of tools and metrics out there. After all, everyone claims their method (and their method alone) is groundbreaking.

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When it comes to improving the overall customer experience for your brand (and subsequently your profitability and ROI in the long term), you'll want to start by understanding your customers first. Gathering and analysing your customer feedback—for example, through an online survey—is an ideal place to start understanding the voice of your customers.

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If we're talking marketing buzzwords of the day, marketing automation (MA) is right up there, along with "big data", "gamification" and any form of "jacking".

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