Knowledge hub

How do brands lose their edge? Often, it’s by failing to stay in touch with shifts in consumer sentiment and behavior. Trends like hyper-personalization, digital-first lifestyles, and shifting cultural priorities make yesterday’s insights obsolete. Brands that cling to outdated audience profiles risk misaligned messaging, wasted budgets, and eroded relevance. Redefining your audience isn’t just about […]

Singapore has established itself as a global sustainability leader, with 100% of its top 100 companies achieving sustainability reporting—a distinction shared by only seven nations worldwide. Over three-quarters of these companies recognize climate change as a financial risk, exceeding the global average of 55%. Singapore’s Green Plan 2030 outlines a comprehensive strategy for achieving net-zero […]

With a median age of just under 32 years, Malaysia is a nation of youth. Millennials and Gen Z—30.5% of the population—are not just envisioning change but driving it. Yet, rising living costs, unaffordable housing, and healthcare disparities stand in their way, threatening to stall their aspirations. Our collaborative study with Vero Advocacy reveals over […]

With over 40% of Vietnam‘s population under 30, the youth represent one of the country’s greatest assets for innovation and economic growth. Millennials and Gen Z in Vietnam are not just inheritors of the country’s future—they are active architects of a society valuing sustainability, education, and equitable opportunities. However, systemic barriers, such as limited access […]

Millennials and Gen Z, who comprise over half of Indonesia’s population, are leading cultural, economic, and digital transformations in the world’s fourth-largest nation. Yet, significant challenges remain on the path to realizing their potential. Employment challenges—marked by a persistent skills mismatch and regional inequities—and the struggle for affordable housing remain key barriers. Despite these, Indonesia’s […]

Thailand’s millennials and Gen Z stand at the forefront of transformative change. Together, they constitute nearly half the population and redefine the nation’s priorities in employment, education, housing, and environmental sustainability. Their voices, once whispers, now resonate as catalysts for action and reform. Despite their optimism—more than 85% expect a better quality of life within […]

What if your data isn’t just incomplete—it’s fundamentally flawed? Unseen biases in research can distort insights, mislead strategies, and undermine the trust that brands rely on for growth. Sampling bias—an error where certain groups in a population are over or underrepresented—remains among the most critical challenges for researchers and brands today. From flawed customer surveys […]

India’s urban transformation is accelerating, with brands eyeing a burgeoning consumer market poised for dramatic growth. By 2030, 600 million Indians—40% of the population—are expected to live in urban areas, marking one of the fastest urbanization rates globally. This shift is not just altering the country’s physical skyline but fundamentally reshaping consumer behaviors, preferences, and […]

Search behavior is undergoing a seismic shift, and the implications for brands are profound. Artificial intelligence tools like ChatGPT and Bard are no longer just novelties—they are becoming the go-to for millions seeking instant, conversational answers. Simultaneously, platforms like TikTok and Instagram have emerged as primary search engines for younger generations, with nearly 40% of […]

Western theories often fail to capture India’s intricate cultural and market dynamics. With its vast diversity and unique consumer demands, India requires localized strategies that balance cultural sensitivity with global scalability. With over a billion people spanning countless regional, linguistic, and traditional boundaries, understanding Indian consumers demands a localized approach. Immersive consumer research, known as […]