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Market Research Agency London

Market research news and blogs

Articles and whitepapers exploring research, trends and strategy.

How to find the best market research companies

The best market research companies don’t just collect data, it uncovers insights that drive better decisions. But the “best” agency for you depends on your objectives: do you need to explore customer motivations, test new concepts, or track brand performance over time?

Find the Best Market Research Companies
FAQ What we know about Gen Z in 2025

What we know about Gen Z in 2025 – Key Insights for Brands Who Want Real Connection What we know about Gen Z in 2025 Gen Z is no longer “the up-and-coming” generation. With increasing purchasing power, cultural influence, and distinct values and behaviours shaped by technology, social change, and economic uncertainty, they are central to any forward-looking marketing strategy. Generational cohorts like Gen X, Y (Millennials), and Z are important to marketers because they offer a clear framework for understanding consumer needs, behaviours, and values across life stages. Marketers use these generational cohorts to segment audiences, predict behaviour, and connect with consumers in a more meaningful way. Below are the most recent research findings and what they mean for brands wanting to engage Gen Z authentically. Who are Gen Z? Generation Z, or Gen Z, refers to people born roughly between 1997 and 2012, following Millennials and preceding Generation Alpha. Often called “zoomers,” they are the first generation to grow up fully immersed in the digital age, with technology, social media, and instant access to information shaping their worldview. Most are children of Generation X and are known for their diversity, global awareness, and value-driven mindset. They prioritise authenticity, inclusivity, and…

What we know about Gen Z in 2025
Why Brand Energy is the Future of Brand Building

Brand Energy is the new currency of brand building In a crowded market, standing out is no longer just about having the biggest budget or the sharpest creative. It’s about energy. Brands with energy feel alive – they radiate momentum, spark curiosity, and make people want to get involved. Energy is what creates excitement, what fuels growth, and what keeps a brand front of mind. In his book Brand Momentum, our CEO Tony Lewis explores how the perception of growth directly impacts actual business growth. He introduces the idea of a Brand Velocity Score, a measure that shows how current perceptions of growth can accurately predict future brand consumption. The takeaway is powerful: when communications feel energetic and exciting, they don’t just capture attention, they create a sense of momentum. Customers see the brand as youthful, relevant and growing – even if the product itself hasn’t changed. In short, brand energy doesn’t just reflect growth; it helps generate it. But if energy is the new currency of brand building, there’s a challenge that often gets overlooked: the lifecycle of messaging. The Problem with Messaging Lifecycles Every piece of brand messaging has a lifecycle. It starts fresh, compelling and relevant. But over time, familiarity dulls its…

Why Brand Energy is the New Currency of Brand Building
Business Book Awards 2025 - Sales and Marketing

Tony Lewis Triumphs at Business Book Awards 2025 with Brand Momentum A Night of Celebration at Wembley London, 11 September 2025 — It was a night to remember at Wembley as the best minds in business writing gathered for the prestigious Business Book Awards 2025. Among the brightest stars was Tony Lewis, CEO of  Vision One Research, who walked away with top honours in the Sales & Marketing category for his groundbreaking book, Brand Momentum. With a packed audience of industry leaders, entrepreneurs, and literary influencers, the event celebrated excellence in business thought leadership. The win marked a defining moment not just for Lewis, but for professionals everywhere seeking fresh, practical insight into brand growth and sustainability. Brand Momentum: A Game-Changer in Sales & Marketing Since its release, Brand Momentum has captured the attention of business professionals, marketers, and executives alike. What sets this book apart? It dives deep into the science of sustainable brand growth, offering not just theory, but a proven framework and practical measurement tools to drive long-term success. The Business Book Awards judges praised the work, stating: “The author has shown outstanding credibility and thought leadership in this category. Their fresh, innovative approach and engaging content, combined with excellent case studies, brought the key messages to life…

Brand Momentum Triumphs at Business Book Awards 2025 in Sales & Marketing
Best Consumer Research Companies

Consumer-focused brands face constant pressure: shifting tastes, competitive innovation, fragmented channels, and higher consumer expectations. The best consumer research companies help you cut through that noise and show how consumers think, buy, and feel so you can make smarter decisions. Here we explore the top consumer research methods, what to look for, why they matter for consumer brands, and UK-based companies that excel in each area. 1. Qualitative Consumer Research What it’s for: Understanding the why: motivations, emotions, behaviours, and attitudes that shape consumer choices. Why it matters for consumer brands:In crowded markets, consumer decisions are rarely rational. People buy on emotion, habit, and subconscious cues. Qualitative research reveals what consumers truly value in a brand, why packaging makes them pick one product over another, or how advertising language resonates. This helps brands fine-tune messaging, creative, and innovation pipelines. What you should look for:Skilled moderation, strong recruitment, and an ability to uncover deeper meaning behind consumer statements. What results to expect:Narrative reports, video highlights, and thematic frameworks that connect consumer emotions to brand opportunities. UK companies to consider:  At Vision One, our philosophy is that qualitative research is a practical way to understand consumer motivations and build better offerings, and to innovate to gain competitive advantages. All the biggest…

Best Consumer Research Companies in the UK
Market Size, Potential and Market Share

Why Market Sizing Matters for Scale Ups Understanding TAM (Total Addressable Market), SAM (Serviceable Available Market), and SOM (Serviceable Obtainable Market) is crucial for any business seeking clarity on growth potential and for calculating market size and opportunity. These metrics are often used in new product development research and concept testing research to help define overall demand, pinpoint realistic opportunities, and identify achievable market share. By mastering them, businesses can sharpen strategy, allocate resources effectively, and build investor confidence. This article explores their benefits in depth, demonstrating how they inform smarter decisions and reveal true growth potential—making it essential reading for ambitious leaders. Knowing your market size is essential if you want to enter new markets or grow with confidence. Market sizing helps you: Two Proven Approaches to Market Sizing Top-Down Approach The Top-Down approach starts with broad industry data and narrows down to your segment. Example: Launching a plant-based protein bar in the UK This approach shows the scale of the big picture opportunity before refining it into achievable goals. Bottom-Up Approach The Bottom-Up approach to calculating market size builds on your own product inputs, such as pricing, conversion, and customer base. Example: Launching a subscription-based meditation app in the UK This view…

How to Calculate Market Size for New Products
best companies for b2b market research

The best companies for B2B Market Research B2B market research is vital – it helps you better understand your clients’ needs and preferences, as well as their decision-making and buying behaviours. Ultimately, business-to-business, or B2B market research provides all the essential information and insights for tailoring products and services to meet client needs. The best B2B research can also help you identify new opportunities, build your brand and improve marketing communications. Business research is perfectly placed to uncover new insights, create market segments and niches, identify trends and provide the knowledge to help you grow.  Vision One thrives on helping b2b companies in the UK and across the globe. We help build brands, understand customers and identify gaps in the market where their products or services can fill a need or provide a unique solution. Understanding the competition is critical when it comes to finding the best B2B research agency for you An important aspect of B2B research is that it provides benchmarking and insights into competitor activity, including their strengths, weaknesses, and strategies. Qualitative and quantitative research are the most reliable ways of understanding people and businesses. They can help in devising plans to differentiate your brand from the competition, helping you stay ahead and improve your momentum. Research-based data can also…

The Best Companies for B2B Market Research?
Customer Service

Why Great Customer Service Matters More Than Ever Recent data indicate that UK customer satisfaction (as measured by the UK Customer Satisfaction Index, UKCSI) reached 77.3 in July 2025, a 1.5‑point increase from July 2024 and the highest level since early 2023. This signals a slowly improving landscape—yet challenges remain. In January 2025, service failures still cost UK organisations a staggering £7.3 billion per month, and just 21% of customers reported increasing their spending due to excellent service, according to the Institute of Customer Service. The Business Case for Great Service UK-Specific Snapshot: Who’s Getting It Right—and Where We’re Falling Short AI isn’t the silver bullet: While AI chatbots offer efficiency, 42% of Brits admit to being ruder to AI than human agents, and 57% have abandoned purchases due to poor support. Top performers: John Lewis (recently overtaking M&S), Nationwide, and Timpson topped the UKCSI charts, according to the Institute of Customer Service. 26% of customers now say positive personal treatment improves their satisfaction, according to the Institute of Customer Service. Lingering frustrations: A Guardian investigation reports that UK adults spend between 28 and 41 minutes per week wrestling with inefficient service systems—particularly across energy, broadband, NHS, and council services. The Guardian. In the telecom sector, providers like TalkTalk, Virgin Media, BT, and EE top the complaint charts, while smaller…

Why Customer Service Matters More Than Ever
How luxury brands warp markets

Why luxury brands influence markets and shape consumer behaviour worldwide Luxury brands don’t follow market rules; they rewrite them. By profiling and targeting high-value, elite niches, luxury brands create demand at the top of the pyramid. But what starts as exclusive often cascades downward, reshaping expectations for the entire category. This isn’t just about selling expensive products. It’s about influencing how consumers perceive value, quality, and status -whether they’re buying a £5 coffee or a £5,000 handbag. And it all starts with better customer profiling. How Elite Targeting Distorts the Market When luxury brands profile their audiences, they aren’t looking for broad appeal—they’re laser-focused on those who can afford to pay more, want to differentiate themselves, and have cultural influence. By targeting these groups first, they: Shift the competitive landscape, forcing mass brands to premiumise or risk irrelevance The Cascade Effect Here’s how the dynamic works: Example: Lululemon wasn’t always mainstream. It started by targeting affluent fitness communities with premium-priced athleisure. Now, the idea of paying £100+ for leggings has trickled into the mass market, reshaping how consumers perceive value in sportswear. The Research Behind Luxury Strategy Luxury brands don’t just guess who their elite audiences are—they profile them with precision. And they do it…

How Luxury Brands Warp Markets with Customer Profiling
Brand Tracking and Brand Growth

SECRETS TO BRAND GROWTH – START BRAND TRACKING TODAY Let’s be real — brand growth today isn’t for the faint-hearted. You’re juggling bold creative, sharp positioning, and ever-evolving customers… all while trying to stand out in a crowd of very loud competitors. So, how do the smartest brands rise above the noise? They don’t guess.They track. Welcome to Vision One, a specialist brand tracking agency offering UK and multi-country studies across the globe. Our brand trackers are designed to be your brand’s radar system for staying relevant, resonant, and ahead of the pack.  What Is Brand Tracking, Anyway? Think of a brand tracker as a regular health or brand reputation check-up — but for your brand’s brain and heart.  It tells you how people actually see and feel about your brand over time, answering critical questions like: In short: Is what you’re doing actually working?If you can’t answer that with confidence, you’re flying blind, and your competitors might be gaining the advantage. Why Brand Growth Tracking Isn’t Optional Anymore Here’s why top brands never skip it (and why you shouldn’t either): 1.  It Makes Brand Building Measurable Brand work isn’t fluff — it’s strategy. Tracking research lets you tie brand perception directly to campaigns, partnerships, and creative decisions. Real-world win: PlayStation’s “For…

? Brand Tracking: Your Secret Weapon for Brand Growth
Brand differentiation

Brand Differentiation and the Differentiation Paradox Explained: “How to Fit In While Standing Out” We all know that markets are where demand meets supply. But in today’s crowded and fast-moving environment, the winners aren’t just those who meet demand; they’re the ones who shape it. Here’s the paradox: To win in any market, you need to belong enough to be relevant, but stand out enough to be chosen. Blend in too much, and you become invisible. Stand out too far, and you risk alienating the very audience you’re trying to reach. Growth lies in mastering this tension. Whether you’re operating in a B2C or B2B space, your growth strategy depends on how well you understand the forces at play in your market and how effectively you influence them. That’s not guesswork; it’s research, insight, and action. The real opportunity? Learning to play the market, not just participate in it. Let’s explore how markets are structured, what factors drive demand, and how you can leverage insight to shift the dynamics in your favour. Markets are a Living Ecosystem A market isn’t just a collection of customers; it’s a living ecosystem shaped by: And most importantly: it’s dynamic. Markets expand, contract, and evolve and profiles change.. Demand rises and falls. Preferences shift….

Brand Differentiation & the Differentiation Paradox
Team of Social Research Experts

What is B2B Research? Business-to-business (B2B) research comprises information-gathering techniques to gain valuable insights into the B2B market. It also includes systematic, tailored data analysis to inform sales strategies, marketing campaigns, and more. There are many ways to conduct B2B research, with common examples including surveys, focus groups, and interviews. B2B market research is a service in which Vision One has a wealth of experience, as we recognise it’s essential for modern business leaders to enhance their performance and achieve long-term goals. Why do B2B Market Research? There are many benefits to B2B research in your market, making it an essential tool for companies in today’s competitive business environment. Knowledge is power, and B2B market research provides insights into the sector, including information on customers, markets, and competitors. Oftentimes, conducting this research alongside regular operations is simply too draining on company resources, which is where a dedicated B2B market research agency steps in. By analysing B2B data, you will be able to make business decisions informed by relevant, up-to-date research. The result is that companies, both locally and globally, can make data-driven decisions, identify market opportunities, understand customer behaviour, gain a competitive edge, enhance product development, mitigate risks, and expand their market…

B2B Research – The benefits and methods