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Consequences of a strained research ecosystem

In theory, the Marketing-Insights relationship is mutualistic. Insights empowers Marketing to make business decisions rooted in research and consumer perspective. Marketing is the application of the findings of Insights. And yet in most organizations, the relationship is strained…

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Gaining Richer Insights in Africa

Multinational brands engage with consumers around the world. In order to build products for those consumers, brands need to understand their lives and how the products fit in (or don’t). However, in many parts of the world, connecting with consumers is far more challenging…

A Taste of Home

In-home testing

As they launched a new spin-off of a well-loved product, one chocolate brand prioritized developing closeness to their consumers in order to ensure that the new product aligned with their expectations from the brand. In order to do this, they wanted to test the product with occasional and frequent users…

Avoiding Negative Brand Perception

Avoiding Negative Brand Perception

When brands are considering launching a new product, packaging or advertisement, it’s critical that they solicit the feedback of consumers. Consumers offer a diversity of perspectives that can get lost or forgotten after countless internal meetings and hours spent in conference rooms…

The New Normal

The New Normal

Traditionally, research conducted in-home and in research facilities have been the most common and accessible ways for brands to engage qualitatively with consumers. The proliferation of technologies like FaceTime and Skype have made consumers used to having conversations online, via live video…

An Intimate View

An Intimate View

It’s amazing what you’ll learn when you start a conversation! Around the world, brands are starting to launch consumer engagement and closeness initiatives within their teams. As part of these initiatives, teams are encouraged to engage in conversations with consumers regularly and directly. If they have questions, they are simply…