Knowledge hub

Making decisions without data is like navigating without a compass. That’s where secondary market research steps in. It’s not just a backup plan; it’s a smart strategy for any brand looking to get ahead. Think of it as the detective work behind the scenes, using existing data to piece together the market puzzle. While primary […]

The Indian Premier League (IPL) is the biggest cricket league in the world, and it draws diverse audiences from every caste, creed, and religion. It is a mini festival, not just a cricketing event. It is also a big platform for brands to connect with audiences on a massive scale.  With its huge viewership, diverse […]

Brands today face a whirlwind of challenges, from the rapid pace of technological change and global uncertainties to the squeeze of rising inflation. It’s a tricky time, making us wonder if now’s the right moment for companies to dive into new or related business areas. The secret for brand leaders looking to grow is to […]

“Alexa, should we invest in voice technology?” The chase for ease and convenience shapes how we shop today, transforming retail. The rise of voice commerce or voice shopping is at the center of this change. We’re moving toward a world where buying things is as simple and quick as saying what we want out loud. […]

A tech company buzzes with anticipation over a groundbreaking product idea promising to redefine its market. Behind the scenes, excitement unites teams across departments, from engineering drafting the first blueprints to marketing strategizing the big reveal. There’s a palpable energy as developers discuss potential features, designers brainstorm aesthetics, and sales teams forecast demand.  Nothing energizes […]

In just a few years, mobile-first smart surveys have revolutionized market research — making it easier for brands to uncover consumer trends in real-time. Gone are the days of door-to-door and mailed questionnaires; we’ve transitioned to online polls and mobile-first smart surveys. This evolution mirrors the shift in consumer behavior, with over 5.31 billion unique […]

Imagine standing on a bustling, urban street corner where different cultures collide. The air is filled with the aroma of exotic foods, and people speaking various languages are all around. For a market researcher specializing in multicultural markets, this vibrant setting is real, where every interaction, every purchase, and every decision made by individuals from […]

When Oral B set out to revamp its electric toothbrush, it turned to its creative minds. The brief was straightforward: pack the toothbrush with new features to track brushing habits, monitor gum health, and even play music for its users. Yet, as the designers dove deeper, they stumbled upon an insight to pivot the project’s […]

Strategic decision-making based on data is key to achieving competitive advantage in global business. Yet, the journey from raw data to actionable insight is often fraught with challenges, especially when ensuring these insights resonate with and engage key organizational stakeholders.  Drawing from my experience working with brands across various industries, I’ve observed a common hurdle: […]

With its 18,100 islands and islets, Indonesia is home to a diverse population exceeding 270 million people, making it the fourth most populous country in the world.  This vast nation is characterized by a rich mosaic of ethnic groups, languages, and cultures, which shape a unique consumer landscape.  The country’s consumer market is influenced by […]