Internal market research is the practice of analysing data your business already generates to understand customer behaviour, preferences, and patterns. Unlike external research, which requires surveys, panels, or third-party data, internal research draws from sources you control: transaction records, support tickets, CRM notes, session data, and search queries from your own site. Most marketing teams…
AlphaSense is a market intelligence platform built for the kind of research that most competitive intel tools cannot handle: parsing earnings call transcripts, regulatory filings, broker research, and expert interviews at scale, then surfacing the signal that matters. For large corporations, it sits at the intersection of financial intelligence and strategic planning, giving commercial teams…
Persuasive leadership is the ability to move people toward a decision, a direction, or a behaviour without relying on authority alone. It draws on the same psychological principles that drive buyer behaviour, applied inward to teams, stakeholders, and the people you need on your side to get anything done. Most leaders think persuasion is about…
A persuasive message is a communication designed to shift belief, change behaviour, or move someone closer to a decision. The best ones do this without the audience noticing the mechanism. The worst ones announce their intent so loudly that the audience steps back before they’ve finished reading. Most marketing messages fail not because the product…
Peripheral persuasion describes the process by which buyers form attitudes and make decisions through indirect cues rather than deliberate evaluation. Instead of weighing arguments carefully, they respond to signals like credibility, familiarity, social proof, and visual fluency. Most marketing, whether marketers admit it or not, succeeds or fails at this level. The distinction matters commercially….
TV advertising effectiveness is real, measurable, and frequently misunderstood. Brands that treat television as a reach vehicle with a long payback window tend to get more from it than those chasing short-term attribution. The medium works differently from digital, and the measurement frameworks most teams use were built for a different kind of channel. The…
Advertising agency costs vary widely depending on the model, scope, and market. Retainers for a mid-sized agency typically run between $5,000 and $25,000 per month. Project fees, hourly rates, and performance-based arrangements sit on top of that. The range is wide because “agency” covers a lot of ground, and the sticker price rarely tells the…
Advertising is an operating expense. In accounting terms, it sits in the income statement as a period cost, deducted in the year it’s incurred rather than capitalised on the balance sheet. But the more commercially interesting question isn’t where it lives on a spreadsheet. It’s whether treating advertising as a pure operating cost shapes how…
Focus groups give you something that surveys and dashboards cannot: the reasoning behind the response. When a customer tells you why they chose a competitor, or why a new product concept leaves them cold, you get the kind of signal that changes a brief. Done well, they are one of the most commercially useful tools…
Ethical persuasion is the practice of influencing buyer decisions through honest framing, accurate information, and psychological principles that work with how people naturally make choices, rather than against their interests. It is distinct from manipulation not because it avoids influence, but because it does not distort reality to achieve a short-term outcome at the buyer’s…
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