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Ethnographic Research

Ethnographies have proven to be a very effective research method for understanding how people live their lives. It can seriously help brands better connect with the people who use their products and services everyday.

How Market Research Keeps Product Innovation Relevant and Profitable

The pivot paid off. According to news reports, the campaign resulted in consumers making 10 million more s’mores in 2020 than 2019, contributing to a 30% increase in milk chocolate multi-pack sales.

Disruptive Innovation: How to Earn a Place in Consumers Hearts’ and Shopping, Forever

Disruptors create solutions for people’s real-life problems and unmet needs – and it can change the trajectory of a brand category when an innovation strikes a chord with living, breathing human beings.

Super Bowl 2023 Ads: Four Category Drivers Triggering an Uptick in NFL Viewership

More people are tuning into the Super Bowl to be entertained, whether they’re focused on the game, love watching the ads, or look forward to the halftime show. In fact, four of every five adults say they tune in because they want to see the game, three quarters of Super Bowl fans say they are […]

IIM Study Explores Gen Z Spending Habits

Buy now pay later fintech apps are gaining momentum – particularly among younger consumers shopping online. But why now?

Shopping Insights: Is Your Brand Recession Proof?

Right now the market is experiencing a tug of war between consumer sentiment and pent-up-demand, making consumer behavior unpredictable. Market research in four key areas provides consumer insights that make brands more resilient: Spending: As inflation shrinks discretionary income, it’s important to know how consumer’ spending priorities and purchasing criteria shift Conversion: Consumers care about more than […]

How to Integrate Consumer Insights into Strategic Plans

Keeping the consumer at the core of strategic business decisions drives innovation and growth, whether organizations are focusing on branding strategies, evolutionary business plans or revolutionary transformation. In fact, customer focused businesses are 60% more profitable according to studies by Deloitte. Integrating a combination of quantitative data and qualitative consumer insights can optimize the strategic […]

Concept Testing Amps Up the Power of Creative

Ads can be designed to do a lot of things — create social buzz, launch a new product, change perceptions. But a breakthrough, like the Ruffles Own your RidgesTM commercial, takes advertising to the next level, creating long-term brand equity. A break through happens when brands tell a story that captures people’s attention and truly […]