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Benefits of Focus Groups Explained by Vision One

Benefits of Focus Groups and Group Discussions Explained When you’re building a business, one of the biggest questions you’ll face is: what do my customers really think? It’s not enough to just assume or rely on gut instinct—brands that last are the ones that listen carefully, test their ideas, and adapt. One of the most tried-and-tested ways of doing this is through focus groups (also known as group discussions or sometimes workshops). What exactly is a focus group? A focus group is a research technique where you bring together a small group of people—usually between 6 and 10 participants—who fit the profile of your target customer. They’re invited to share their thoughts, opinions, and experiences on a particular topic. This might be anything from testing reactions to a new product idea, to exploring how people feel about your latest ad campaign, to understanding everyday behaviours in a category like food, travel, or finance. These sessions are led by a trained moderator (or facilitator). Their job isn’t to lecture, but to guide the conversation in a way that keeps it relevant and insightful. Moderators use a discussion guide (a plan of topics and questions), but they also have the flexibility to dig deeper when something interesting comes up. That’s what…

Explaining The Benefits of Focus Groups

Vision One strengthens client team

Vision One strengthens the client team with new hire We are delighted to announce the appointment of Leah Doyle as Insight Manager who has now joined the Vision One team. Possessing both qualitative and quantitative skills, Leah brings extensive research experience having worked at Pion, The Beans Group and Rare Group, and since graduating from the University Bsc in Psychology at Liverpool Hope and an Msc in Consumer Behaviour at Goldsmiths University of London. ‘We’re thrilled to welcome Leah Doyle’ says Alex Brown, Director of Insight. “With a deep passion for youth, culture and all things insight-related, she brings fresh perspectives and invaluable expertise. We know her passion, energy, and curiosity will be a perfect fit and we couldn’t be more excited to have them on board.” We look forward to Leah working closely with our other research experts and creating actionable insights that shape brands for the better. To find out about the work Leah will be doing, navigate through some of the services where Leah’s input will be vital. Leah Doyle’s Expertise Holding a BSc in Psychology and an MSc in Consumer Behaviour, she combines a deep understanding of human decision-making with practical industry knowledge. Leah is also a previous…

Leah Doyle joins Vision One team

How biggest brands use market research to fuel innovation and expansion

How market research helps companies innovate, reduce risk & grow In today’s fast-paced and highly competitive business landscape, companies must make informed decisions to scale effectively. Growth is not just about increasing revenue but about sustainable expansion that aligns with market demand, customer needs, and competitive positioning. One of the most powerful tools for achieving this is market research to fuel innovation. Market research provides the data-driven insights businesses need to identify opportunities, mitigate risks, and develop strategies that drive long-term success. Whether a company is launching a new product, entering a new market, or optimising its customer experience, market research lays the foundation for confident, strategic decision-making. Understanding Market Research and Its Role in Growth Market research is the systematic process of collecting, analysing, and interpreting information about a market, its consumers, and its competition. It helps businesses: When companies integrate consumer market research into their decision-making processes, they reduce uncertainty, make better strategic choices, and position themselves for sustained growth. Leveraging Market Research to Fuel Innovation and Business Expansion 1. Identifying New Market Opportunities One of the primary ways market research drives growth is by identifying untapped opportunities. Businesses can conduct research to explore: Case Study: Netflix’s Global Expansion Netflix’s expansion…

How Big Brands Use Market Research to Fuel Innovation

TV Xmas Ads and Advertising Research Lessings

Here are our top seven lessons from this year’s Christmas ads to help you improve your future advertising efforts and help your brand soar.

Successful TV Xmas Ads

Benefits of ISO 20252 Accreditation

The Benefits of ISO 20252 Since 2018, Vision One has been ISO 20252 accredited – the international quality standard for  leading market research companies around the globe. So why does this matter to you? Whilst we have been MRS Company Partners for many years, adhering to both the MRS Code of Conduct and all important data protection requirements, we have now introduced a Research Process Management System in line with ISO 20252 : 2012. Why ISO20252 matters  After just a few months, we made significant changes and improvements to our business, and we continue to make progress and improvements every year. If you’re interested in quality, we thought you would be interested in learning a little more. So we’ve outlined seven ways this standard will benefit you and provide the reassurance you seek. We hope you agree that these steps will help ensure your research meets the highest standards. This ongoing commitment to quality is already reaping rewards for us and helps to explain why Vision One have been voted finalists for The Drum’s ‘UK’s Best Research Agencies’ 5 years running! 7 Benefits of ISO 20252 Benefits of ISO 20252 Accreditation – Why ISO 20242 Matters 1. Your Data Is Protected and Respected Trust is everything…

Vision One is ISO 20252 accredited – So what are the benefits?

Harnessing Social Proof - Brand Strategy

HARNESSING SOCIAL PROOF FOR BRAND MOMENTUM “Word of mouth is the primary factor behind 20 percent to 50 percent of all purchasing decisions,” notes Jonah Berger, emphasizing the profound influence that social proof has in the digital age. In Brand Momentum, Tony Lewis delves into the essential role of visibility and social proof as cornerstones of brand momentum, where a brand success is propelled by the organic, powerful influence of others using or endorsing it. In an age where consumers trust each other’s recommendations more than any form of direct advertising, brands that can amplify their visibility through social proof have a clear advantage. The human tendency to emulate others and follow crowd behaviours reinforces brand presence in the market, making social proof an invaluable tool for increasing Brand Velocity Score (BVS) and sustaining brand growth. The Role of Social Proof in Building Brand Momentum Social proof works on a simple principle: we trust and mimic the behaviours we see others embracing. When a brand is visible and widely used, people perceive it as trustworthy, reliable, and credible. This is why brands with strong social proof see an increase in BVS, as they aren’t just recognised—they’re accepted and validated by their audiences, creating an…

Harnessing Social Proof for Brand Momentum

Isacc Newton - Dynamics of Brand Growth

About the book Brand Momentum, the new book by Vision One CEO Tony Lewis, offers a compelling and innovative perspective on branding, drawing parallels between Sir Isaac Newton’s laws of motion and the dynamics of brand growth. The book, set for release on September 26, 2024, and building on 40+ years of branding, marketing and market research experience, delves into how understanding these fundamental principles can help brands achieve and sustain momentum in a competitive marketplace. Here, we explore key concepts from Lewis’s book and illustrate how Newton’s laws can be applied to branding and the dynamics of brand growth. Three Key Insights from Newton’s Laws of Motion: 1. Newton’s First Law – Inertia Principle: An object remains in its state of motion unless acted upon by an external force.Brand Application: Brands that have established momentum through strategic positioning, effective marketing, and strong consumer engagement are less susceptible to external disruptions. Like objects in motion, these brands continue to thrive and keep going for longer. 2. Newton’s Second Law – Force and Acceleration Principle: The force on an object is equal to its mass multiplied by its acceleration.Brand Application: Brands with significant market presence, customer loyalty, and high recognition (greater mass) exert greater influence on…

Newton’s Laws of Motion and the Dynamics of Brand Growth

Building your Brand

Building your brand: Five Top Tips to Steer Clear of ‘Shiny New Thing Syndrome’ How to Stay on Track, Consistent, and Motivated as a CMO, Business Leader, or Brand Owner  In the fast-paced world of branding and marketing, it’s easy to be lured by the latest trends, tools, and technologies promising quick wins and instant success. This phenomenon, known as ‘shiny new thing syndrome,’ can lead to fragmented strategies, inconsistent messaging, and wasted resources. For CMOs, business leaders, and brand owners, staying focused and consistent is paramount to long-term success. It’s also vital that you can separate the noise and clutter from the valuable tools, strategies and support that will make a genuine, long-lasting impact, and avoid the latest fads! Research indicates that brands often face significant risks when they get distracted by new trends, potentially leading to adverse effects on their performance. A study by the Journal of Advertising Research highlights that discontinuing or frequently shifting advertising strategies, for example, can result in a decline in brand sales. The research underscores the importance of consistency to maintain a brand’s mental availability and market share, especially among light buyers who may forget the brand if it’s not consistently visible (Journal of Advertising…

Building your Brand: Steer Clear of ‘Shiny New Thing Syndrome’

Best of MRS events - Market Research Manchester

Catch the very best of MRS this summer in Manchester! Vision One is delighted to sponsor the MRS Best of Events and Awards on 17th July 2024 in Manchester Over the past 12 months, the Market Research Society has showcased some extraordinary research and convened brand and agency experts to address the biggest issues facing insight teams today. This July, Manchester will host Vision One and the MRS’s Best of Events and Awards. We’ll bring together regional insight leaders to discuss how to address these transformative changes facing our sector. And we’ll celebrate some of the most highly regarded research being delivered by insight teams with a northern focus. The MRS has collated a selection of our favourite sessions from recent events and awards, so insight professionals in the North don’t miss out on this year’s highlights. Join client-side and agency regional insight leaders as they share their fascinating research journeys to improving consumer understanding, engagement and experience. Find out how to pack a punch with your insights by maximising the delivery, reach and impact of research with key audiences. What to Expect at the Best of MRS Events and Awards Key contributions from, Co-op * Google * L’Oreal * BBC * Whitbread *…

Catch the Best MRS Events and Awards (Manchester 2024)

Vision One Business Update

Vision One Business Update – Spring 2024 We’ve done dry January, dined out on Valentines, and now the Easter eggs are rolling in the aisles! Spring is on the horizon, so we thought it was time to share some developments of our own.  We continue to work hard to deliver the very best-in-class market research, using innovative techniques to generate robust and tangible insights for our clients. We are proud to say that our satisfaction levels remain impressive, but we’re not sitting on our laurels and have achieved a lot in the last six months, so please hear us out. Small Things Matter We continue to take our team’s development and welfare seriously. Small things like bringing payday forward, enhanced investment in training, more attractive holidays, and enhanced maternity and paternity leave. We are also proud to have pay parity for men and women.    We are committed to staying at the forefront of technical and creative know-how. Unless you have been living in an igloo, you’ve probably been inundated with the arrival of AI. We certainly have! Our approach to AI is simple: where it can improve customers’ experience or enhance our clients’ insights, then we will implement it where…

Spring Forward with Vision One

benefits of market research

Benefits of Market Research Market research can be defined as the collection of information and data that is analysed to provide critical insights for businesses. This can be used to address goals, resolve problems, test ideas, predict brand futures, and gain invaluable research into the decisions of their target market. Customer research can benefit your business in many ways, especially if you utilise one of the top consumer research companies like Vision One. In this article, we’ll dive into the key benefits of market research to help offer insights into how it can support your business. Focus on customer needs  For many businesses, understanding what their customers want can be a guessing game and costly without the proper facts to hand. However, detailed B2B market research from a professional company can provide factual, reliable information on your customers’ preferences and behaviours.   With these insights, you can tailor the products or services you offer to create a customer-centric approach and improve your profitability. In addition, if you know how your brand is performing compared to competitors through thorough market research, you can use that insight to make any necessary changes to improve your brand and stand out from the competition.   Connect with your audience and establish trends  This will allow you to connect…

The benefits of market research for your business

Person wearing a branded puma shoe

What is Brand Purpose and how does it help marketers? Purpose is the inspirational reason for a brand’s existence beyond making money. For most companies, this means doing something good; it’s often the difference the organisation wants to make in the world.  Brands are often hard to describe and even harder for consumers to understand, even though we’re exposed to them daily. Fully understanding the nature of a brand involves looking at several different factors, each of which is important for a business to consider when creating its brand. Among these is Brand Purpose. In this article, we’ve created a detailed breakdown of what a brand’s purpose is and why it’s so essential for boosting the value of your brand.  The importance of proper brand strategy Brands aren’t created overnight and certainly don’t succeed without proper planning and care. Your brand is your business’s identity, which consumers should be able to pick up on immediately. The brand is a valuable company asset that supports its marketing efforts, bringing in consumers and drawing attention to what you can offer. A strong brand takes time, discipline, and ongoing strategising. Effective brand strategy helps business leaders reach their goals whilst appealing to the right consumers. Why brand purpose matters  WARC (World Advertising Research Centre) claims that purpose is one of the most significant movements in business history. Brand purpose is just one aspect of a business’s branding that…

What is Brand Purpose?