Knowledge hub

In the high-stakes world of product development, even the most brilliant ideas can fall flat without proper validation. Enter concept testing—a powerful tool that helps brands bridge the gap between imagination and market reality. Concept testing is a critical checkpoint where innovative ideas face their toughest judges: consumers. By gauging real consumer reactions before committing […]

Like many developing countries, Indonesia‘s economic liberalization in the mid-1980s brought growth alongside inequality. Urban centers thrived, attracting investment, jobs, and infrastructure, while rural areas lagged, widening the gap in living standards. This divide extends beyond income and development, shaping the distinct consumer behaviors seen today. In urban areas, consumers are drawn to the convenience […]

In B2B, growth hinges not merely on expanding reach but on the precision of that expansion. Imagine a software company doubling its sales by targeting only those businesses poised to benefit most from its solutions. This is the power of strategic market segmentation in action. Globally, brands operating in diverse markets have harnessed market segmentation […]

Consumer beliefs and behaviors are evolving at an unprecedented pace. To keep up with—and potentially shape—these shifts, brands must harness deep consumer insights. According to Epsilon’s 2023 research, 80% of consumers are more likely to make a purchase when brands offer personalized experiences. This statistic highlights the importance of understanding what drives your customers’ decisions. […]

Why is concept testing so integral to successful product launches? Because out of the 30,000 new products introduced each year, a staggering 95% fail to make a lasting impact on the market. The alarming statistic highlights the importance of concept testing in product development. Your users’ opinions are the most valuable when it comes to […]

In July 2024, a global technology outage disrupted the operations of major airlines, including Delta Air Lines, leaving thousands of travelers stranded overnight. The immediate aftermath was chaotic: delayed flights, overcrowded airports, and exhausted passengers. Delta faced intense scrutiny as it lagged behind its competitors in resolving the issue, with many passengers vocalizing their dissatisfaction […]

In a quiet living room, a toddler swipes effortlessly across a tablet, their tiny fingers navigating animated shapes and sounds with ease. Meanwhile, in a classroom not too far away, a group of schoolchildren, heads bent over their tablets, attend virtual lessons where teachers and classmates exist only on screens. This scene, once futuristic, is […]

Volvo’s recent announcement to revise its ambitious plan for an all-electric lineup by 2030 has raised eyebrows across the automotive industry.  Instead of committing to a fully electric fleet, the company instead aims to “electrify” 90% of its vehicles, incorporating a mix of fully electric, hybrid, and plug-in hybrid models. This pivot begs the question: […]

Imagine navigating every city transit option through a single app that plans your route, books your ride, and manages your payments.  This is the evolving reality of Mobility-as-a-Service. As urban centers expand globally, the demand for scalable, efficient transportation solutions intensifies, positioning MaaS as a pivotal innovation in urban mobility. It integrates multiple transport options—trains, […]

Imagine a shoe company where customers design sneakers from scratch—choosing everything from material to laces—and have them printed and delivered within 24 hours. What was once a futuristic dream, thanks to 3D printing technology, is now a reality. 3D printing is just one of many innovations reshaping industries, illustrating the rapid evolution of the manufacturing […]