Golf equipment and apparel brands can score with GEN Z audiences, by offering Personalization, Omnichannel Marketing and Authentic Brand Experiences.

In a new special report you can find here, I’ll concisely outline how Nike, Amazon and the young challenger Alo Yoga, are using these strategies in other categories, and how golf brands should replicate some of the same principles.

Published in QRCA VIEWS, January 3, 2023

Tesla has disrupted the automotive industry with innovations in vehicle connectivity, autonomy, sharing, and electrification. Feature editor Tom Neveril explains how this has sparked an industry-wide wave of innovation initiatives, and suggests qualitative researchers re-think traditional automotive study approaches and adopt more agile, iterative explorations that focus on the impact of new technologies on customer lifestyles. Several industry-leading automotive researchers share their views on the essential methods and skills needed to successfully conduct automotive research.

Published in QRCA VIEWS, July 11, 2022

The property & casualty insurance industry is undergoing massive change as artificial intelligence and automation change the customer experience. Feature editor Tom Neveril explores what qualitative skills are helpful as clients attempt to personalize their services and build long-term loyalty. Several insurance company researchers and independent qualitative consultants contributed insights.

Published in QRCA VIEWS, January 13, 2022

The fascinating art and science behind litigation consulting and 3 key areas for qualitative researchers to consider.

Published in QRCA VIEWS, Jully 26, 2021

We’re excited to present our new feature column, Industry Focus. Each issue will feature a different vertical and shine a spotlight on industry-specific issues that influence research design and project execution. Our goal is to share best practices within an industry, that can also be shared across industries. Tom Neveril, new feature editor for this column, has penned the first article focused on the CPG industry. ~Tamara Kenworthy, Managing Editor

Published in Quirk’s Marketing Research Review, October, 2020

Published in Quirk’s Marketing Research Review, August, 2020

Published in Quirk's Marketing Research Review, March 9, 2020

Published in Quirk’s Marketing Research Review, January 1, 2019

Tom Neveril offers a practical approach to help marketers diagnose customer effort problems or opportunities.

Published in Quirk’s Marketing Research Review, December 2009

The author explores the use of storytelling - including elements such as plot, conflict, surprise and lesson - to uncover and explore a consumer’s relationship to a brand.

Published in Advertising Age, March 10, 2008

IT'S AL ABOUT THEM: Marketers must listen to customers on their home turf to get the real story.

Published in Advertising Age, July 16, 2007

Published in Quirk’s Marketing Research Review, June, 2004