sapien
The Sapien journalPeople. Choices. Context.

Journal.

On people, choices, and the
evidence in between.

Latest articles

181 articles
Everyday tea at a work desk and shared tea at a social table, considered by solid and outlined people on separate ivory platforms.
Journal9 min read

Market Segmentation: Definition, 4 Types and Examples

Market segmentation groups buyers you can serve differently. Learn the four types, define who belongs in each group and decide whether targeting is worth it.

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A charcoal shopper and graphite-outline counterpart inspect an ivory sparkling-tea pack at shelf level.
Journal11 min read

Psychographic Segmentation: Variables and Examples

Five variables, tea questions and Patagonia and LEGO examples to help you choose between separate offers and one shared message.

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Solid and outlined figures examining an open lunchbox with a removable divider and a separate compact closed container.
Journal12 min read

What Is Claims Testing? Definition, Methods and Examples

Claims testing shows which product claims buyers understand, believe and value before they go on pack or in ads. Methods, survey questions and an example.

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A question card, seated discussion and open research book with product forms on connected ivory platforms.
Journal9 min read

Brand Tracking: What It Is, Key Metrics and How to Set It Up

Brand tracking follows awareness, consideration and perceptions over time. Learn the metrics, plan comparable waves and read changes before adjusting spend.

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Illustration of a person considering a meal planner and grocery list, beside an outlined shopper with a basket.
Journal6 min read

Brand Positioning Research: Methods and Examples

Brand positioning research helps you choose a promise buyers care about. Compare possible positions, ask useful questions and write a clear statement.

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A charcoal shopper and graphite-outline counterpart inspect an ivory sparkling-tea pack at shelf level.
Journal8 min read

Brand Perception Research: Methods and Examples

Brand perception research reveals what buyers think of your brand and why. Learn the questions, ratings and tests that help you choose what to change.

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Separate viewing stations at a long ivory table present bottle concepts to charcoal and outline buyers.
Journal6 min read

Concept Testing Methods: Designs and Examples

Compare four concept testing methods: monadic, sequential monadic, direct choice and qualitative research. Choose the design that answers your decision.

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An appliance collection van and a separate repair workbench beside solid and outlined people on ivory terrain.
Journal10 min read

What Is Market Research? Methods and Examples

Fifteen research guides matched to their uses, followed by repair-service and lunchbox examples showing what each kind of finding can change.

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A charcoal shopper and graphite-outline counterpart inspect an ivory sparkling-tea pack at shelf level.
Journal6 min read

Brand Research: Methods, Questions and Examples

Ten brand studies matched to the question each answers, plus a tea-brand example and a brief you can adapt for a pack or campaign comparison.

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A charcoal shopper and graphite-outline counterpart inspect an ivory sparkling-tea pack at shelf level.
Journal7 min read

How to Measure Brand Awareness: Metrics, Surveys & Examples

Six awareness metrics and six survey questions, followed by a tea-brand example that turns recall, recognition and understanding into a campaign brief.

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Turning different consumer evidence into a decision.
Journal3 min read

Consumer Insights vs. Market Research: Key Differences

Learn the difference between market research findings and consumer insights, where the work overlaps and how to choose the evidence or explanation you need.

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A study delivered from question to recommendation.
Journal6 min read

Market Research Methodologies: Types and Uses

Compare market research methods by the question they answer and what to do with the result. Learn when to use interviews, surveys, message tests or experiments.

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