Our research has shown that audiences care more than ever about what brands say. Consumers have higher expectations, stronger fact-checking abilities, and a willingness to exchange their loyalty and business if their expectations are – or aren’t – met.
Discover how time perspective—past, present, and future thinking—offers marketers a powerful new lens for segmentation and targeting beyond demographics.
Sustaining brand leadership requires more than a strong launch. Explore how evolving insights, shifting audiences, and deliberate strategy enable biopharma brands to grow from single products into enduring portfolios.
Consumer banks are navigating an “experience gap” driven by embedded finance, evolving customer expectations, and hybrid service models, creating both risk and opportunity for institutions willing to rethink how they build trust and deliver value.
Super Bowl LX showed that simple, human stories still beat celebrity‑driven ads, with emotional clarity and authenticity leading the way.
While brand strategy can feel like an art, the best brand strategies tend to have quite a bit of science behind them. There are a variety of quantitative tools that enable a more rigorous understanding of the impact brand strategy decisions can have on business outcomes. These tools help us uncover insights that lead to more confident, data-backed strategy decisions and can reduce risk in brand efforts.
Discover how anchoring launch planning in customer insights drives strategic focus and mobilization success.
Gen Z is reshaping decision-making and shopping behaviors through AI, while many brands remain focused on traditional channels, missing the fast-evolving customer journey.
HawkPartners assesses level of acculturation through a series of scaled questions which can be used both in qualitative and quantitative research screening.
Katia Kreft explains why brands should focus on building a "brand moat" as a strategic defense, by consistently delivering distinctive, trusted experiences that resonate with customers.