Knowledge hub

Imagine this: You’re a global brand with a Net Promoter Score (NPS) of 40 in the United States, but that same metric drops to 10 in Japan. Should you be concerned? This disparity isn’t just a statistical quirk—it’s a window into how culture and market dynamics shape customer loyalty. The Net Promoter Score hailed as […]

B2B or business-to-business market research is no longer confined to traditional surveys and focus groups. Over the past few years, the field has undergone a significant transformation, driven by rapid technological advancements and the ever-changing needs of businesses. What was once a process reliant on historical data and broad trends has become a dynamic and […]

Picture this: a 12-year-old toggling between a Roblox game, editing a TikTok video, and browsing the latest skincare trends. She asks her mother for Robux money, a limited-edition Stanley Cup she saw trending, a skincare fridge, and a trip to Korea to experience K-pop culture firsthand. This child represents the emerging Zalphas—those born between the […]

Over the past decade, unboxing has evolved from a quirky online trend into a vital marketing touchpoint. What was once simply about revealing a product is now a carefully crafted experience that can make or break a brand’s first impression. Once seen purely as functional, packaging has become an essential part of the consumer journey—one […]

Wandering through the alleyways of Tokyo’s Shibuya or the chic streets of Fukuoka’s Tenjin, you might spot young people sporting a mix of athletic and streetwear that captures the essence of modern Japan. Picture Adidas running shoes complemented by loose cargo pants, cropped sports tops layered under open denim shirts, and accessories like sleek smartwatches […]

Car clinics have long been a vital component of automotive market research, providing direct consumer insights that help shape the design and performance of new vehicles. These clinics offer manufacturers a unique opportunity to evaluate how potential buyers react to vehicle prototypes before they hit the market. Broadly, there are two types of car clinics: […]

Picture a group of potential car buyers, not in a dealership but in a controlled environment where their every reaction is recorded. This is a car clinic. It’s far more than a traditional test drive or a passive survey; it’s an immersive, hands-on market research tool that allows manufacturers to delve deep into consumer preferences […]

Observing a focus group might seem like a passive role, but it’s a crucial element of the qualitative research process. Careful observation, both in online and offline settings, allows you to capture details that moderators or participants might miss. In a focus group, thoughtful observation helps unearth valuable insights that can guide strategic decisions, making […]

What’s more critical in international marketing—relevance or consistency?  For global brands, this question defines the core of strategic decision-making. Consistency safeguards a unified brand identity across all markets, while relevance allows a brand to adapt its message to local cultures and consumer behaviours. As global markets become increasingly interconnected, brands must navigate the delicate balance […]

Too young for MTV Unplugged and too old for Snapchat, Xennials find themselves in a unique generational sweet spot. Born between 1977 and 1985, this micro-generation bridges the gap between Gen X’s analogue childhood and Millennials’ digital-first upbringing. They’re old enough to remember life without the internet yet young enough to have embraced social media, […]