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Entries in Research (4)
New research by Clarity into opportunities for ethnic food and drink brands in the UK
June 25, 2008 
As members of the Turkish British Chamber of Commerce and Industry (TBCCI), we were asked to present at their Second Food Initiative Seminar. The event looked at the spread of Turkish food culture, standards, importation, organic production, branding, regulatory and marketing aspects for establishing Turkish food and drink brands in the UK.
Our presentation focused on the UK consumers' point of view and identified trends and opportunities for Turkish food and drink brands in the UK. For the presentation we undertook an online survey to gauge the awareness and perception of Turkish food and drink amongst UK consumers. You can view a copy of the presentation given at the TBCCI seminar by Clarity's Gillian Angel and a copy of the survey results below. Both should provide very interesting reading for anyone looking to establish ethnic food or drink brands in the UK.
- [Turkish Version] What do UK Consumers Want?
If you'd like find out more about establishing brands in the UK market or would like to understand the UK perceptions of and opportunities for your brand please contact Gillian Angel at Clarity In Marketing.
If you are a member of the Turkish British Chamber of Commerce and Industry we offer a UK Consumer and Marketing Benchmark service at a specially reduced rate. Please contact Burhan Aytac.
Marketing in a recession - focus to get even better results
February 21, 2008 According to the National Federation of Enterprise Agencies (NFEA), business owners should not slash marketing budgets in order to cut costs, despite economic instability. Instead, we suggest they should be looking to get a better return from their marketing. Read our tips for making your marketing more effective.
Best of British: What are your customers doing in the rain?
July 5, 2007 
Fed up with us coming last at tennis/footie/bobsleighing! Even our British summer is turning out to be a complete wash out. Well hang your head in shame no more – inclimate weather and poor performance on the field means we excel in other areas.
According to the Chartered Institute of Marketing (Digital Media Course 05 July) we Brits are world leaders at... slumping in front our PCs and surfing the net! We spend more time than any other nation at it - 50 days a year to be exact. That’s almost as much time as we spend slumped in front the box (which we are also pretty good at).
And we do like our gadgets - mobile phone penetration in the UK is over 100% (hands up all those of you who keep more than one) and we are second only to Japan in our love of sophisticated models and functionality such as bluetooth.
What does this mean for marketers?
In a word Brandwidth. There are so many new and exciting ways to reach your target audiences, SMS and proximity marketing, social blogs, viral marketing, the list goes on. Maybe its time to review how your customers spend their time when its raining outside...
Find out what your customers do in the rain, ask Clarity In Marketing about our Audience Audit.
Silver surfers close to becoming largest demographic group online
May 31, 2007 
Online competitive intelligence company Hitwise United Kingdom report today (31-05-07) that UK Internet users aged 55+, the so-called silver surfers, are set to overtake 35-44 year olds as the demographic age group with the largest representation online. Those aged 55+ accounted for 22% of UK visits to all categories of websites in the four weeks to 12th May 2007, up 54% since 2005 and 40% since 2006. This compares to 23.5% of Internet visits from 35-44 year olds.
The increase has come from rich and poor alike. The Experian Mosaic groups Twilight Subsistence (pensioners subsisting on meagre incomes) and Grey Perspectives (pensioners enjoying retirement with savings to supplement their pensions) have both increased their online footprint. Internet visits from Twilight subsistence are up 29% over the past two years and visits from Grey Perspectives are up 30%.
Among the top categories visited by those aged 55+, Search Engines, Adult and Shopping & Classifieds are the favourites, and are consistent with the most visited categories overall. Silver surfers show a particular fondness for Travel and News and Media websites, with these categories ranking higher among silver surfers. Last week, 27% of visits to Travel websites and 24% of visits to News and Media websites were from those aged 55+.