Following the publication of the ISP’s ground-breaking research into the damage caused to long-term profits and brand values of continuous price promotions, Colin Harper, the ISP’s head of insight, is moving on to another major project, looking for evidence supporting the argument that value-added promotions not only offer consumers extra, but also help build brands.

His objective will be to pull together research from a wide range of sources showing the impact on sales, profits and more intangible measures such as brand perceptions of favouring a strategy of added value promotions rather than one based on price promotions.