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.
I’ve been a consultant for over 40 years and have worked through Watergate, 9/11, the 2008 financial crises, COVID, and now, the dramatic impact of recent tariffs and the instability caused by their imposition.In the midst of COVID (the last period of prolonged instability), we wrote a brief summary of what we’ve learned about consumer […]
Welcome to our second article in our three-part series on segmentation. Our first installment focused on Attitudinal Segmentations That You Can Also Target. Today we are diving into another ask we often hear from clients: enriching segmentations with behavioral data. When You Want to Know More, More Accurately If we gave you a list of […]
The ANA Multicultural Marketing & Diversity Conference was a dynamic event, providing an invaluable opportunity to connect with fellow marketers, market researchers, and agency leaders, fostering insightful discussions about the challenges and opportunities brands face across various industries when trying to connect with multicultural audiences. As brands continue to explore marketing strategies to expand their […]
The Most Impactful Super Bowl Ads When brands advertise during the Super Bowl, it’s important to keep in mind that they can have varying objectives. Many are focused on building or reinforcing brand awareness, and/or general brand associations. Others may be trying to communicate a more specific message or characteristic that is important to differentiate […]
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.
Learn how our segmentation strategy harmonizes attitudes and targeting needs without compromise. Use behavioral data and advanced analytics to streamline your quantitative research and connections to media.
Uncover hidden reasons behind consumer choices with Behavioral Economics and Nudge Theory to influence behavior for marketing success.
Explore the concept of brand bravery and its impact on marketing success. Is your brand ready to be brave?
Understanding who your customers are and how they perceive your brand provides the foundation for impactful campaigns and brand strategy.