Author Archives: Angeline Martin

About Angeline Martin

As Marketing Manager, Angeline has more than 20 years of marketing management experience. She holds a BA (hons) Business Studies degree, specialising in marketing, from the University of Ulster. A Chartered Marketer, Angeline is also a member of the Chartered Institute of Marketing.

  1. A 5 Step Guide for Effective Internal Marketing Campaigns that Engage Employees

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    How to Understand Employee Needs and Preferences

    Understanding employee needs and preferences is more crucial than ever today. Without a clear grasp of what motivates and engages your team, creating effective internal marketing campaigns can be challenging. Ineffective internal marketing can lead to disengaged employees, low morale, and decreased productivity. However, with the right approach, you can gain valuable insights that will help tailor your internal marketing efforts to resonate better with your workforce and improve productivity. Here are five steps to achieve this:

    1. Conduct Comprehensive Employee Surveys

    Start by gathering direct feedback from your employees through employee surveys. These should cover various aspects such as job satisfaction, preferred communication channels, motivational factors, resonance with company values, and suggestions for improvement. Ensure anonymity to encourage honest responses. Incorporate behavioural economics to understand subconscious feelings and motivations.

    An analysis of the survey results will identify common trends and specific areas that need attention. Engaging an external market research company is recommended to ensure that the research is valued as independent, that accurate data is gathered and correct insights are derived from the data.

    2. Utilise Focus Groups for In-Depth Insights

    While surveys provide a broad overview, focus groups can offer a deeper understanding of employee sentiments. Select a diverse group of employees from different departments and levels within the company. Facilitate discussions on specific topics such as workplace culture, benefits, and communication effectiveness. The qualitative data obtained from these sessions can reveal nuanced insights to complement survey insights. Again, a specialist market research company will be able to develop the most effective discussion scripts,  impartially moderate conversations and obtain accurate evidence to inform strategies.

    3. Leverage Data Analytics Tools

    Employ data analytics tools to track and analyse employee behaviours and preferences. This could include monitoring performance metrics, and participation in company programmes. These can help identify patterns and correlations that indicate what drives employee engagement and satisfaction. These insights enable more informed decision-making for internal marketing strategies.

    4. Segment Your Workforce

    Just like external marketing, internal marketing benefits from audience segmentation. You can segment your employees into different groups based on factors like demographics, roles, and length of employment. Understanding the unique needs and preferences of each segment allows you to create more personalised and relevant marketing messages. For instance, what motivates new hires might differ significantly from what long-term employees value.

    5. Continuously Monitor and Adapt

    Employee needs and preferences are not static; they evolve over time. Therefore, it’s essential to establish a system for continuous monitoring and feedback. Regularly conduct surveys,  hold periodic focus groups, and keep an eye on data trends. Use this ongoing feedback loop to adapt your internal marketing strategies, ensuring they remain aligned with the current workforce sentiment.

    Case Study: Enhancing Employee Engagement at a Belfast based company

    A Belfast based company needed help with their workforce. Although the workers appeared to be fairly happy, the company struggled with low morale during certain periods throughout the year. Management needed clarification about the specific causes of dissatisfaction that were impacting morale. To gain a better understanding, we launched an anonymous employee survey focusing on job satisfaction, workplace conditions, and management communication. 

    The survey revealed that some workers felt undervalued and lacked proper recognition for their efforts. In response, the company introduced a reward and recognition programme and implemented regular feedback sessions with management. Within six months, overall employee engagement improved, leading to a noticeable boost in productivity.

    Why Partner with a Market Research Company?

    Understanding employee needs and preferences is a complex, ongoing process that requires expertise and resources. This is where partnering with a market research company can be invaluable. At CARD Group Research & Insight, we specialise in providing comprehensive market research services that offer deep insights into employee preferences, and sentiments. Our tailored approach helps you create more effective internal marketing campaigns that resonate with your whole team, leading to higher engagement, improved morale, and increased productivity.

    Following these steps and leveraging our expertise will enable you to transform your internal marketing efforts, creating a more motivated and cohesive workforce that drives your company towards success.

    If you would like to find out more about our employee surveys, please get in touch.

  2. Why Employee Engagement Matters

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    Employee engagement is key to boosting productivity, sparking innovation, and retaining top talent. At CARD Group Research & Insight, we specialise in creating customised employee surveys that reveal what truly drives engagement. Our data-driven insights help organisations develop targeted strategies to enhance workforce morale and performance, ultimately leading to improved business outcomes..

    Employee engagement is crucial for business success. Engaged employees are more productive, motivated, loyal and less likely to leave. According to Accounts and Legal, rehiring for a position is a large hidden cost as they have calculated that the average employee costs SMEs £12,000 to replace.

    The Role of Internal Marketing

    Internal marketing significantly boosts workplace engagement. Effectively communicating company values, goals, and achievements helps enhance internal engagement. This involves crafting a strong internal communication plan and using employee engagement strategies that resonate with your team.

    Comprehensive Surveys for Deep Insights

    Our employee engagement and satisfaction survey tools capture a wide range of employee sentiments. These surveys help measure various aspects of job satisfaction, including:

    • Job satisfaction
    • Employee job satisfaction
    • Work satisfaction
    • Personnel satisfaction

    These surveys go beyond data collection; they help understand what drives employee engagement and identify areas for improvement.

    Case Study: Boosting Engagement

    One of our clients, a mid-sized firm based in Northern Ireland, struggled with disengaged employees. Our comprehensive employee engagement survey identified key areas for improving internal communication and employee involvement. After implementing our recommendations, the client saw a 23% increase in staff engagement within six months. Regular engagement surveys and targeted programmes were crucial to this success.

    Strategies to Enhance Employee Engagement

    To improve employee engagement, implement tailored programmes that include regular engagement surveys and specific staff satisfaction initiatives. Consistent measurement of employee engagement helps businesses quickly identify and address issues.

    Addressing Disengagement

    Many organisations struggle with disengaged employees. Our surveys and subsequent insight help to identify and re-engage these employees by developing team engagement strategies and fostering a culture of engagement at work.

    Long-Term Engagement Solutions

    For lasting success, develop a comprehensive employee engagement strategy, including:

    • Talent engagement strategies
    • People engagement strategies
    • Engagement in management

    Focusing on these areas helps maintain high levels of workforce engagement, satisfaction and employee retention.

    Benefits of Engagement

    Engaged employees are more likely to be satisfied with their jobs and contribute positively to company culture and business goals. Satisfied employees are the cornerstone of any thriving organisation. When employees feel engaged, they are more likely to remain loyal to the company.

    Internal Marketing at CARD Group

    As part of our own well-being programme, we run employee surveys to ensure our engagement strategies are effective. This year, we have been shortlisted for three Wellbeing in the Workplace awards: Business in the Community, Belfast Telegraph, and Irish News.

    We are dedicated to helping companies enhance their employee experience through comprehensive surveys and insightful data. Whether you aim to improve staff engagement, team engagement, or overall workforce engagement, our tailored solutions can help you achieve your goals. Focusing on data-driven strategies and deep insights enables our clients to create a more highly engaged and satisfied workforce.

    If you’re interested in learning more about how our market research services can support your internal marketing and employee engagement efforts, please get in touch.

  3. 4 Challenges for Food and Beverage Manufacturers 

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    In recent years, food manufacturing companies have experienced significant challenges; from evolving consumer tastes to product innovation to developing effective pricing and promotions strategies.

    Challenge 1: Changing Consumer Preferences

    Market research firms play a crucial role in helping food manufacturers succeed despite changing consumer preferences. Through comprehensive consumer surveys, focus groups, interviews and more, market research firms provide valuable insights into emerging trends and evolving consumer behaviours. Using this consumer intelligence, food and beverage manufacturers can adapt their product offerings and marketing strategies to meet the evolving demands of their target audience.

    Challenge 2: Product Innovation and Differentiation

    In an increasingly crowded marketplace, standing out from the competition requires innovative product offerings that capture consumer interest and meet their evolving needs. However, developing and launching new products comes with its own set of challenges, including identifying market opportunities, predicting consumer demand, and managing the product development process effectively, for example.

    Market research firms conduct product innovation studies to help food manufacturers identify gaps in the market, understand consumer preferences, and assess the viability of new product concepts. Conducting concept tests and product trials provides food and drink manufacturers with insights to inform product development decisions, refine product features, and optimise product positioning for maximum appeal.

    Challenge 3: Pricing Strategies

    Setting the right price is a critical component of a successful marketing strategy. However, determining optimal pricing strategies requires a deep understanding of consumer behaviour and market trends. Pricing decisions must balance profitability objectives with consumer value perceptions to ensure competitiveness and profitability.

    Market research firms conduct pricing studies to help food manufacturers optimise their pricing strategies. Special specialist market research agencies enable manufacturers to develop innovative products, set optimal prices, and design effective promotional campaigns that resonate with consumers and drive business growth.

    Challenge 4: Promotional Strategies

    Crafting effective promotion strategies presents another challenge. Identifying the right channels to reach the target audience is crucial, whether it’s through digital marketing, traditional advertising, or social media. Each platform has its nuances, requiring tailored content and engagement approaches. Additionally, measuring the effectiveness of promotional campaigns can be difficult, as it often involves tracking a wide range of metrics and analysing data to determine ROI. Striking the right balance between creative messaging and careful analysis is essential for promotional success.

    Contact us today to learn how our market research services can help you develop winning product, pricing, and promotion strategies to drive success.

  4. Market Segmentation for Food & Beverage Manufacturers

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    In the food and beverage manufacturing industry, understanding consumers is vital to success. With tastes, preferences, and trends constantly evolving, market segmentation is a powerful tool for food manufacturers to navigate consumer behaviour. 

    Identifying Target Market Segments

    Market research companies play a pivotal role in helping food manufacturers identify and define their target market segments. Through comprehensive data collection and analysis to derive actionable consumer insights, specialist market research companies provide invaluable guidance in understanding consumer behaviour.

    Market research techniques such as customer surveys, focus groups and interviews enable market research firms to uncover key segmentation variables such as age, income, lifestyle, preferences and how they relate to purchasing behaviour. With this knowledge, food and beverage manufacturers gain a deeper understanding of their target audience, allowing them to tailor their products and marketing strategies more effectively.

    Product development 

    Market segmentation enables food manufacturers to tailor their products to specific consumer segments. Identifying distinct consumer groups with unique needs, preferences, and purchasing habits means that food manufacturers can develop products that resonate with their target audience.

    Targeted Marketing Campaigns

    Market segmentation also empowers food and beverage manufacturers to craft targeted marketing campaigns that speak directly to their audience’s interests and preferences. These targeted marketing strategies allow food manufacturers to cut through the noise and engage with consumers in a meaningful way.

    A partnership with a specialist market research company helps food manufacturers to identify and understand their target market segments, and to discover new opportunities for growth and profitability.

    Tailoring products and developing targeted marketing campaigns means that food manufacturers can effectively meet the needs of their customers, driving brand loyalty and long-term success. 

    If you would like to find out how we can assist you with market segmentation, contact us today.

  5. Consumer Insight: Driving Success in the Food Industry

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    Understanding consumer preferences, behaviours, and trends is paramount for food manufacturers striving to stay ahead of the curve. Market research companies play a pivotal role in providing detailed consumer insights that can be transformative for businesses operating in the food industry.

    Market research companies provide detailed insights into consumer preferences, behaviours, and trends.

    Consumer preferences and behaviours are constantly evolving, influenced by factors such as changing lifestyles, dietary preferences, and cultural shifts. Market research companies specialise in collecting and analysing data to uncover actionable insights into what drives consumer purchasing decisions. From product preferences to shopping habits, these insights offer a comprehensive understanding of the target market, enabling food manufacturers to make informed decisions at every stage of the product development and marketing process.

    Through consumer insight, food and drink manufacturers can develop products that align with market demand, leading to increased sales and consumer satisfaction.

    Specialist market research companies provide consumer insights that empower food manufacturers to develop products that resonate with their target audience and align closely with market demand. Understanding consumer preferences allows companies to tailor their product offerings to meet specific needs and preferences, whether it’s introducing new flavours, formats, or packaging options. This targeted approach not only increases the likelihood of product success but also fosters consumer satisfaction and loyalty.

    Consumer insights enable food manufacturers to anticipate market trends and stay ahead of the competition. Identifying emerging preferences and behaviours early on means that companies can proactively adjust their strategies, innovate their product offerings, and capitalise on new opportunities in the market.

    Specialist market research companies provide consumer insights that are invaluable assets for food manufacturers seeking to thrive in today’s competitive landscape. These insights enable companies to develop products that resonate with consumers, drive sales, and ultimately, achieve sustainable growth and success.

    If you’re a food or beverage manufacturer looking to gain a competitive edge through consumer insights, you’ll go further, faster by partnering with CARD Group Research & Insight.  Contact us today.

  6. Donate to The Trussell Trust Food Bank this Christmas

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    This festive season, we are supporting the incredible work of The Trussell Trust, an anti-poverty charity and community of food banks, dedicated to supporting people in poverty.

    Why did we choose to support The Trussell Trust this year? They provide emergency food supplies and support to those facing hardship, offering a helping hand when it’s needed most. Their long-term goal is to end the need for food banks by calling on the government to ensure Universal Credit covers household essentials.

    How we’re helping to make a difference: Our employees are donating essential items to support The Trussell Trust’s south Belfast food bank.

    The impact of The Trussell Trust: Between April 2022 and March 2023, The Trussell Trust supplied almost 3 million food packages – a 37% increase from the previous year. These figures highlight the growing need, and we’re committed to being part of the solution.

    Join us in making a change: CARD Group Research & Insight is proud to stand with The Trussell Trust in its mission. We invite our community, friends, and partners to join us in supporting this cause and making a real difference in the lives of those facing poverty.

    Learn more & get involved: Visit The Trussell Trust’s website to find out more about their work and how you can contribute. Thursday 21st December is the final day for donations before Christmas.

  7. CARD Group Research & Insight: Our June Team Meeting

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    Our June team meeting brought together our key team members, resulting in a productive session.

    One of the key factors contributing to the success of our team meeting was the strong participation of colleagues from various departments and levels within the organisation. This diversity brought a fresh perspective to the table, fostering creativity and innovation. Different voices and experiences present allowed for rich discussions and the exchange of valuable insights.

    A principal focus for the meeting was on operational processes, incorporating learning from market research projects to identify challenges faced by team members, across their different roles, and collaboratively brainstorm potential solutions. This allowed us to address any challenges faced by different teams and collaboratively brainstorm potential solutions. This open discussion of operational matters, helps to foster a culture of continuous improvement, ensuring that our organisation remains agile and adaptive in a rapidly evolving business landscape.

    “Team meetings are central to our market research agency, enabling collaboration, innovation, and growth. They provide a platform for sharing knowledge and collective problem-solving. We value our team meetings as opportunities to connect, to learn and to share. Our success depends on our ability to come together, align our efforts, and drive positive change,” said CEO Albert Hamilton.

    June team meeting with Albert Hamilton

    As the health and safety of our team members is a priority, a segment of our meeting was dedicated to reinforcing our commitment to maintaining a safe and healthy work environment. We shared updates on safety protocols, discussed any potential hazards, and emphasised the importance of adhering to guidelines and regulations. Addressing these crucial matters collectively enables us to ensure the well-being of our team and create a culture of care and responsibility.

    June Team Meeting with Aoife Hamilton

    “Health and safety are core values that we uphold at every level of our organisation. Our commitment to providing a safe and healthy work environment comes from our dedication to the well-being of our team members. We foster a culture of safety and continuous improvement, to protect our most valuable assets – our people,” said Director of Corporate Services, Aoife Hamilton.

    We concluded the team meeting with a section at one of our local bars, Town Square, providing an opportunity for team members to get together socially. All in all… a successful day.

  8. We’re Now an Accredited Living Wage Employer

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    We are proud to announce that CARD Group Research & Insight has become an accredited Living Wage Employer. Our decision to voluntarily commit to paying every member of staff at least the real Living Wage – an hourly rate of pay above the UK Government set minimum and living wages – strategically aligns with our core values that everyone should receive fair pay and a salary that meets their day-to-day needs.

    Commenting on the accreditation, CARD Group Research & Insight Chief Executive, Albert Hamilton said “We’re delighted to be recognised as an accredited Living Wage Employer. We have given a long-term commitment to our staff that they will continue to be paid at least the Real Living Wage.”

    “Our decision to become an accredited Living Wage Employer reflects our commitment to our employees’ well-being. We value and invest in our employees, creating a positive work culture for all.  As a leading market research company, we know that our greatest asset is our team of exceptional people – from our operations, research and analysis staff to our fieldwork teams. We want to ensure that every one of our exceptional people feels supported, recognised and valued.”

    “Not only is the real Living Wage good for society, and good for our people – it is also good for business. Carrying out industry-leading market research daily, at CARD Group Research & Insight, we know the importance of evidence-informed decision-making. A report carried out by Cardiff University Business School found that 93% of accredited Living Wage Employers had benefited from their accreditation – from recruitment and retention to improved productivity and motivation. So we would encourage any employer to join us – and over 12,000 employers across the UK – in deciding to pay a real Living Wage to all your staff.” 

    From June 2022, a new Social Value procurement policy announced by the Department of Finance in Northern Ireland has required that social value makes up at least 10% of award criteria in relevant public tenders. It also requires that any staff working on those contracts are paid at least the Real Living Wage. This has been an important development, coming after effective lobbying from Social Enterprise NI and others across the sector, that CARD Group welcomes and aligns strongly with our core organisational values.

    What is the Real Living Wage?

    The Real Living Wage is an independently calculated hourly rate, set by the Living Wage Foundation. This rate ensures employees receive fair compensation based on the current cost of living, enabling them to meet their basic needs and have a decent standard of living.

    The Living Wage Foundation awards The Living Wage accreditation. This is an organisation that recognises businesses in the UK that demonstrate their commitment to paying their employees a wage that will provide a comfortable standard of living.

    For a list of all Real Living Wage accredited employers, and to find out more about becoming accredited, visit: https://www.livingwage.org.uk/ 

  9. Brand Health Tracking: Measure & Analyse Brand Health

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    Brand health tracking is a key component of any successful marketing strategy. Strong brands can lead to increased customer loyalty, improved customer experience, and ultimately, greater sales. But how can businesses measure and understand their brand health? Enter brand tracking.

    What is brand health tracking?

    Brand health tracking involves monitoring and analysing various metrics related to a brand. These metrics can include brand awareness, customer engagement, share of voice, net promoter score, purchase intent and more. Tracking selected metrics over time enables businesses to gain valuable insights into their brand’s strengths and weaknesses, and make data-driven decisions to improve their marketing strategy and customer experience.

    Measure conscious and subconscious consumer perceptions

    One of the most significant benefits of brand tracking is its ability to measure both conscious and subconscious customer perceptions. Tracking both types of perceptions, means that businesses can gain a better understanding of both prospective and existing customers perceptions of their products or services.  Brands can then use this data to adjust their marketing strategies, create new content, and improve customer service to better meet their target audience needs.

    Measure the impact of marketing campaigns

    Another benefit of brand tracking is that it allows companies to measure the impact of their marketing campaigns. Brands can get a sense of how their marketing efforts resonate with consumers. This information can be used to fine-tune marketing campaigns and ensure that they are effective in driving brand awareness and sales.

    Identify trends and opportunities

    Brand tracking can also help companies identify trends and opportunities in the market. The analysis of data over time, enables companies to spot shifts in consumer behaviour and preferences, and adjust their marketing strategies accordingly. This can help companies stay ahead of the competition and capitalise on emerging trends before they become mainstream.

    Evaluate brand equity

    Brand tracking can also help companies evaluate and measure brand equity over time. Companies can get a sense of how their brand is perceived by consumers and how it stacks up against the competition. This information can be used to make strategic decisions about brand positioning and messaging and to ensure that the brand is positioned for long-term success.

    Gain target market insights

    Brand tracking can also help businesses understand how their products and services are performing in the market. Tracking purchase intent and market research data provides businesses with insights into their target audience’s preferences and purchasing habits. Businesses can then adjust their product offerings and marketing strategies to better meet their audience’s needs.

    Measure brand reputation

    Another benefit of brand health tracking is its ability to measure brand reputation. Tracking share of voice and net promoter score, allows businesses to measure how their brand stacks up against the competition. They can also track changes in these metrics over time to measure the success of their marketing efforts and customer experience.

    Social listening and brand monitoring

    Social listening is another important aspect of brand tracking. Monitoring social media platforms means that businesses can track brand mentions, understand customer sentiment, and respond to customer feedback in real time. This can help businesses improve their customer service and build stronger relationships with their audience.

    Tracking customers sentiment via brand mentions on social media and other online platforms is useful but omits vital demographic groups.  Not all customers are vocally sharing their opinions online so you may be missing the perceptions of a large segment of your target market if you are only performing online market research.

    Brand health tracking systems

    At CARD Group Research & Insight, our brand behaviour tracker is incredibly effective at tracking brand health. Our system provides valuable insights into a brand’s performance and enables data-driven decisions to improve a brand’s marketing strategy.

    Measuring and tracking brand health is crucial for any business looking to build a strong brand, improve its customer experience, and increase sales. Brands can gain valuable insights into their audience’s preferences and adjust their marketing strategies accordingly. If you’re looking to improve your brand’s performance, get in touch with us today.

  10. CARD Group Research & Insight Expands with New Belfast Office

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    We’re pleased to announce the opening of our new head office in Belfast. Located in University Street, the larger office space will accommodate the growth of the company and help expand its client base in Northern Ireland.

    “We are delighted to open our new Belfast office, which provides additional space for both our Belfast-based staff and for visiting staff normally located in England, Scotland, and Wales,” said Chief Executive Albert Hamilton. “We have ambitious plans to expand our client base in Northern Ireland, and this new office is a significant step towards achieving this goal.”

    “We believe that our new office in Belfast will help us to better serve our clients in Northern Ireland and beyond,” said Albert. “We are excited to continue expanding our business and helping our clients to achieve their goals.”

    CARD Group Research & Insight works globally with a diverse range of clients, offering a wide range of services, including market research, consumer insight, and customer experience analysis. The company’s team of experts is committed to providing exceptional services to its clients.

    The new Belfast office offers a central location which is easily accessible by car or public transport, making it convenient for clients to visit.

    As many clients need their suppliers to adopt environmentally sound working practices, CARD Group’s Carbon Neutral pledge allows clients to achieve their research goals while meeting their Scope 3 emissions targets.

    Our dedication to our pledge has resulted in the removal of inefficient electric heating, installation of high-grade double glazing, replacement lighting fixtures with low-energy LEDs and installation of new insulation among other upgrades. We will continue to upgrade our new building in line with our pledge.

    For more information about our services, please get in touch.