How to create profitable pricing

How to create profitable pricing

How can you put the consumer at the heart of your pricing strategy? Econometric and price versus promotion models are limited as they can't model beyond what has occurred in the past. Lee Naylor explains how consumer behavioural models that determine how people make real choices provide more accurate forecasting of sales, revenue and profit.

It's time for marketers to rethink their approach to 'loyalty'

It's time for marketers to rethink their approach to 'loyalty'

Traditional loyalty schemes are outdated. Businesses can engender customer loyalty without rewards points systems. It starts with understanding the difference between attitudinal and behavioural loyalty, and then identifying programs to encourage both.

Staying Sharp and keeping Byron at bay

Staying Sharp and keeping Byron at bay

With Byron Sharp’s thinking taking a hold with many marketers, APAC MD Lee Naylor tells us why he has a bone to pick with those who believe segmentation is just an “old school” marketing doctrine.

Unlocking insights on targeting and segmentation

Unlocking insights on targeting and segmentation

Lee Naylor, Managing Director of APAC talks about the trials and tribulations around segmentation and targeting at our recent breakfast event.

The Leading Edge win Research Agency of the Year!

The Leading Edge win Research Agency of the Year!

The 2017 B&T Awards at the end of last year were full of celebrations for The Leading Edge.

International Day of Happiness

International Day of Happiness

To celebrate the International Day of Happiness we asked people what makes them happy. Their answers will bring a smile to your face.

The Leading Edge launches The pursuit of GREATNESS in Australia

The Leading Edge launches The pursuit of GREATNESS in Australia

The Leading Edge, along with sister Enero companies Hotwire and Orchard, hosted “The Pursuit of GREATNESS” breakfast event to launch the Australian report. Managing Partner Lee Naylor presented the report’s findings which were then discussed at a panel debate which included speakers from Zip Co, H&R Block and MedicalDirector.

The pursuit of GREATNESS: building brands for a sustainable future in the UK

The pursuit of GREATNESS: building brands for a sustainable future in the UK

How do you build a GREAT brand? Our latest report reveals our research findings on how brands need to behave to become truly GREAT. Download our full report below.

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