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Beyond Tradition: The Evolution of Consumerism in Japan.

Japan, the world’s third-largest consumer market after the U.S. and China, offers cultural insights that trace their roots deep into history. As articulated in “Japanese Consumer Dynamics,” the interplay between swift periods of growth and resilient responses to crises has been pivotal in shaping Japan’s consumption habits. These patterns have both influenced and been influenced […]


The Gen X Factor: Unraveling the Global Marketplace’s Best-Kept Secret.

Generation X often finds itself sandwiched between the much-discussed Baby Boomers and the digital natives of the Millennial generation. Born between 1965 and 1980, Gen X comprises individuals who have witnessed a unique blend of socio-political and technological revolutions. Currently, they represent approximately 25% of the global population, a significant portion impossible for marketers to […]


Cultivating Connections: Winning the Hearts of Hispanic Audiences.

With a staggering 496 million native Spanish speakers worldwide and 595 million individuals who communicate in Spanish globally, this linguistic and cultural tapestry paints a vivid picture of the Hispanic influence on a global scale. Spanish is not only the second most spoken language in the world, trailing only behind Chinese, but it also ranks […]


Why Every Market Researcher Should Think Like a Data Scientist.

What would happen if market researchers borrowed a lens from data science?  The traditional tools of market research are fast becoming quaint relics. The old methods of garnering consumer insights and market trends are increasingly seen as mere snapshots that lack the dynamic and predictive capabilities essential in today’s business environment.  This evolving scenario beckons […]

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From Data to Value: Market Research’s Role in Sculpting Brand Equity.

When Nike launched its “Dream Crazy” campaign a few years ago, fronted by former NFL quarterback Colin Kaepernick, the immediate aftermath saw a barrage of opinions, both in favor and against the campaign. But what surprised many was that despite the initial uproar, Nike’s stock climbed, eventually reaching an all-time high. The reason? Nike’s deep […]


Stay or Stray? Decoding Customer Loyalty Through Market Insights.

Customer loyalty is critical in today’s fiercely competitive market. This is because acquiring a new customer can cost five times more than retaining an existing one, according to the Harvard Business Review. But the dynamics of loyalty are not etched in stone; they are fluid, influenced by an ever-evolving market and ever-changing customer preferences. Herein […]


Green or Mean? The Art of Authentic Eco-Branding.

Ever conscious of their carbon footprint, consumers are now wearing the cape of eco-warriors. They demand transparency, despise falsehoods, and yearn for brands that don’t just wear the green badge but also embody its spirit. We find ourselves amidst a green revolution, where buying a product is no longer a mere transaction but an ethical […]


Navigating Cultural Nuances in Global Market Research.

In this insightful video, our Head of Strategy and Client Services, from the U.K. office Bianca Abulafia, delves into the complex interplay between cultural elements and market research methodologies when engaging global audiences. She hints at intriguing challenges faced by researchers, from navigating strict data privacy in Germany to addressing unique legal constraints in France […]


Disappearing Acts: Why Customers Ghost and How to Win Them Back.

We’ve all heard tales from the dating world about “ghosting”—that sudden, inexplicable silence from someone who seemed genuinely interested just days, if not hours, ago. It’s a modern phenomenon, a product of our digital age, where ending a relationship can be as simple as hitting the ‘mute’ button. But while ghosting might be associated primarily […]