There are some exciting opportunities for brand growth and evolution throughout 2025 (and beyond). To identify and capitalize on those opportunities, it’s important to stay connected with your audiences – allowing them to be active participants in your strategic development. At the heart of this process are market research and customer insights, which place a
When making strategic brand development decisions, market research is an invaluable asset. It provides insights and perspectives from the outside looking in, which is something we can’t get anywhere else. It establishes a framework for developing truly meaningful products, services, and experiences because customers are directly telling us what they want, need, and expect. It
The beginning of a new year is always an exciting time full of energy, optimism, and motivation. We have 12 months ahead of us to achieve brand development goals in new and innovative ways. However, sometimes it’s difficult to harness all that energy and apply it in structured, organized ways. The ideas are there. The
In today’s fast-paced business environment, customer insights are an invaluable resource. With that, there’s a tendency for brands to over-prioritize gathering new data – and continually seek more of it. Of course, having a steady flow of insights is key to making informed, confident, and agile decisions. But while there’s value in new data, this
Modern customers are highly informed, highly opinionated, and highly attuned to the world around them. As a result, there are high customer expectations when it comes to making purchases and interacting with brands. On top of that, customers have expanded the scope of their expectations over the years. No longer is it just about traditional
One of the cornerstone processes of being a data-driven business is customer segmentation, grouping a broader audience by specific traits, characteristics, or behaviors. This is how we create buyer personas for targeted marketing campaigns, customer experience (CX) personalization, and strategic brand development. Establishing those customer sub-groups is certainly important, but it’s just as important to
In today’s highly competitive market, building a strong brand is more critical than ever. One of the most effective ways to achieve this is by harnessing the power of customer insights to guide decision making. Understanding your customers – not just who they are, but what they need, want, and feel – will transform your
I don’t know exactly how many customer feedback surveys are sent out per year, but I do know it’s a lot. Being a consumer myself, I receive my fair share of feedback surveys. This is because most brands see value in hearing directly from their customers, which is a good thing. Market research can provide
I love reading articles and listening to discussions where experts and thought leaders explore “The Future Of…” scenarios of key aspects within day-to-day life. Whether it is the future of work, the future of education, or the future of life in general, I find it energizing to think about how the world of today is
Whenever we launch a new customer insights project, we start with asking our clients to share what they’re hoping to accomplish. The initial discussion is centered on business goals and objectives, which is obviously important. But after covering those details, we lean into their big-picture motivations and action drivers. There are significant time and resources
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