Tom Morris

Tom Morris

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Photograph of a domestic coat rail holding four structured women's blazers with a long stretch of empty rail beside them, and thin-lined bars floating above descending steeply from left to right, suggesting a wardrobe built for an occasion that now happens far less often.

 • 23 Oct 2026

Cue's Sales Were Rising. The Occasion Had Already Gone.

Revenue up, losses cut by two thirds, receivership anyway. What a brand tracker would have seen that the profit and loss statement Read More

consumer behaviour brand tracking brand measurement brand case study retail
Photograph of two unequal stacks of printed survey questionnaires on a dark desk, the left thick and handled, the right one sheet, each with a thin-lined bar floating above it at matching height, suggesting a business that has studied one of its audiences and not the other.

 • 16 Oct 2026

Your Brand Has Two Audiences. Your Tracker Reports One

Why businesses that depend on several separate groups keep reporting a single awareness figure that describes none of them. Read More

brand tracking brand measurement Segmentation Awareness Asymmetry B2B research
Overhead photograph of an open brand tracking report on a timber desk in natural light, with four thin-lined labels floating above the page naming a brand's name, trust signal, core segment and channel, one highlighted in red to suggest a single point of exposure.

 • 9 Oct 2026

How to Run a Brand Equity Stress Test

What to ask, how to isolate one asset from the rest, and what the results license you to do differently. Read More

brand tracking brand equity Research Methodology brand measurement brand equity stress test
Photograph of volunteers in a community hall handing a box of groceries across a table to someone collecting it, with four small semi-transparent elements suspended above, a heart, a person, a raised hand and a public building, representing the separate audiences a purpose-led organisation depends on.

 • 25 Sep 2026

Awareness Asymmetry: What Not-for-Profit Brand Data Hides

A single awareness figure can look healthy and still describe none of the audiences a purpose-led organisation depends on. Read More

brand awareness brand tracking Market Segmentation Brand Health Measurement Awareness Asymmetry Not-for-Profit
Photograph of three printed research proposals fanned across a desk with a hand resting on the middle one, and four small semi-transparent elements suspended above them, a magnifying glass, a group of people, a dollar sign and a tick, representing what to weigh when choosing an agency.

 • 18 Sep 2026

How to Choose a Market Research Agency in Australia

The shortlist is the last decision, not the first. What to settle before you contact anyone. Read More

brand research market research market research agencies Research Agency Selection Research Methodology
Photograph of a printed survey questionnaire on a timber desk with four small semi-transparent elements suspended above it, a dollar sign, a group of people, a clock face and a bar chart, representing the sample, length and analysis choices that determine what a brand tracking study costs.

 • 11 Sep 2026

What Brand Tracking Costs in Australia and What Moves It

Published figures for a standard Australian brand tracker, and why the cheapest version is usually the worst value per dollar. Read More

brand tracking Research Methodology Brand Tracking ROI strategic brand measurement brand tracking costs
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