Knowledge hub

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 analog childhood and Millennials’ digital-first upbringing. They’re old enough to remember life without the internet yet young enough to have embraced social media, […]

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 behaviors. As global markets become increasingly interconnected, brands must navigate the delicate balance […]

Understanding your market is no longer just an advantage; it’s a necessity. Companies that prioritize market research in their strategic planning see a marked increase in success, with product launches backed by solid research achieving up to 85% higher success rates compared to those that aren’t. This is not a mere coincidence but a clear […]

Understanding the size of your target market can be the difference between launching a wildly successful product and sinking resources into an untapped and unprofitable niche.  Accurate market size calculation is crucial to business success. It helps senior leaders navigate complex market landscapes and make informed strategic decisions. Understanding your market’s true potential is critical […]

Behind every successful automotive launch is a mountain of data and research, often collected from car clinics—spaces where raw consumer opinions shape cutting-edge designs. But the clinics that generate real value aren’t just about feedback. They’re strategic investments that provide the kind of insights capable of shaping a brand’s future. It’s not just about asking […]

Personas are like cilantro—you either love it or gag at the thought of it. For some marketers, personas are an essential ingredient, adding clarity and focus to their campaigns. For others, they are something they’d rather do without, seeing it as an unnecessary complication that doesn’t consistently deliver. This divide isn’t just a matter of […]

Staying relevant requires more than a strong product or service—it demands a deep understanding of your customer base. Brands that put users at the center of their decision-making process are better positioned to build long-term loyalty. A user-centric approach isn’t just about addressing customer needs but anticipating them. This is where continuous user studies come […]

Southeast Asia’s Millennials are quietly rewriting the rules of finance. In a region where nearly 60% of the population is under 35, their economic power is anything but understated. These young investors are making bold moves—eschewing traditional financial strategies in favor of cryptocurrencies, real estate, and investments that align with their values, such as sustainability. […]

Imagine you’re sitting behind the wheel of a brand-new car—one that hasn’t even hit the market yet. The dashboard layout is sleek, and the controls are intuitive, but something feels off about the seating position. You’re not the only one who thinks so – other potential buyers feel the same way. This is the power […]

Brands face more pressure than ever to align with the movements shaping society. Whether it’s the climate-driven #SaveOurOceans or the cultural shift highlighted by #WorkplaceWellness, trending hashtags have become a gateway for companies to join global conversations. Brands like Patagonia and Lush have effectively tapped into these conversations, bolstering their reputations by showing real commitment […]