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Imagine you’re planning an ad campaign where a group of animals take on human roles in a humorous setup – think of dogs walking on two legs, dressed in business suits, holding a meeting. Drawing on charm and humor, this idea is a sure winner in your team’s eyes. However, without proper ad testing, there’s […]

Imagine this: half of your advertising budget going down the drain. That’s the harsh reality many brands face, especially in today’s digital age, where navigating the complexities of advertising effectiveness has become even more challenging. The emergence of online platforms and the shift toward performance marketing has further blurred the line between brand advertising and […]

In an age where data is akin to digital gold, brands find themselves navigating an ocean of information. With an estimated 2.5 quintillion bytes of data created daily, the challenge for marketing professionals extends far beyond mere data acquisition; it involves discerning the right data from an overwhelming sea of information. The issue’s crux lies […]

Singapore boasts a population of over 5.45 million, with a significant proportion comprising expatriates and professionals from various corners of the world. This demographic blend presents a unique tapestry of consumer segments with distinct preferences, needs, and spending habits. Understanding these segments is not just beneficial; it’s a business imperative. In a world where personalization […]

In 2018, Nike launched a bold advertising campaign featuring Colin Kaepernick, a former NFL player known for kneeling during the national anthem to protest racial injustice. This move was a significant risk, as it could have alienated a substantial portion of Nike’s customer base. However, Nike’s decision was followed by extensive market research, which indicated […]

Japan, characterized by its distinctive blend of traditional values and cutting-edge innovation, offers a fertile ground for brands willing to delve deep into its cultural nuances. The Japanese market, with its robust economy and a consumer base known for its discerning tastes, presents challenges and unparalleled opportunities. Understanding the diverse consumer segments within Japan is […]

As we begin 2024, here’s a look at the most inspiring trend reports and research papers from 2023 and gear up for an informed start to the new year ahead. The Modern Plate. Embark on a culinary exploration with our trend report that captures the future of dining. This report unveils five key trends revolutionizing […]

As we enter 2024, it’s time to reflect on the knowledge and insights we’ve gathered over the past year. We’ve compiled a list of our most read and sought-after blog posts from 2023. Let’s revisit these highlights and see what piqued the research community’s interest the most in the past year. Everything you need to […]

A 2023 study by Digital Commerce 360 revealed a striking fact: approximately 87% of consumer journeys now start online, highlighting the pivotal role of a strong digital presence in consumer decision-making. However, many brands are yet to harness the full potential of digital visibility, especially in local markets—a gap that is costing them dearly. The […]

Imagine you’re at the helm of a tech startup, about to launch a revolutionary app. Your team has poured endless hours into perfecting its features and design. It’s sleek, innovative, and everything you dreamed of. The day of the launch arrives, but to your dismay, user feedback is not what you expected. Though aesthetically pleasing, […]