Knowledge hub

B2B marketers have traditionally relied on account-level intent data, measuring company-wide engagement signals – website visits, content downloads, and webinar attendance – to identify potential buyers. But as decision-making power fragments across multiple stakeholders, these broad indicators are proving unreliable. Marketers aren’t just missing key players in the buying process; they’re wasting valuable resources targeting […]

Every morning, millions of people worldwide perform the same rituals: a cup of coffee brewed to perfection, the click of an app to order their favorite latte, or the familiar swipe to unlock a fitness tracker. Behind these seemingly mundane actions lies a powerful force brands have quietly mastered – consumer habits. Take Gymshark, the […]

They don’t fit into a neat generational box, yet they are shaping the future of commerce, content, and connectivity. Meet Gen C – Generation Connected, a powerful psychographic group that defies traditional demographics. Unlike millennials, Gen X, or Gen Z, they aren’t defined by birth years but by behavior: always-on, digitally fluent, and community-driven. For […]

In Brazil’s Cerrado Mineiro region, coffee farmer Marcelo Montanari is redefining what it means to grow coffee in a changing climate. By interplanting native trees with his coffee crops and reducing chemical use, he’s not just nurturing healthier soil – he’s building resilience against the unpredictable swings of climate change. This shift hasn’t gone unnoticed. […]

Streaming is no longer an emerging trend – it has firmly established itself as the dominant mode of entertainment. Yet, how people stream content varies significantly by region and generation. While the US, UK, and Southeast Asia all favor on-demand viewing, regional and demographic nuances are shaping the next phase of the industry. In the […]

At a recent industry conference, a question echoed across panel discussions and breakout sessions: how can marketers deliver more with less? This isn’t just rhetoric; it’s the pressing reality for many brands. Budgets are shrinking, expectations are growing, and the pressure to achieve measurable impact has never been greater. One marketer shared how her team […]

Alexa, which stores have the best deals right now?  Once a futuristic notion, this question is now a reality for millions of consumers who rely on voice-activated devices for shopping lists, product recommendations, and more. As conversational AI becomes an integral part of daily life, voice-first commerce is reshaping brand engagement, challenging traditional marketing approaches, […]

Food and beverage giants are scrambling to keep up with shifting consumer demands. Shoppers want healthier ingredients, fair prices – not smaller portions – and full transparency on what they’re buying. With inflation squeezing budgets and a growing backlash against shrinkflation, companies are under pressure to rethink everything from product sizes to formulations or risk […]

Market research is more than a routine step in a business plan; it’s the compass steering companies through shifting consumer behaviors, emerging trends, and competitive pressures. Think of it as both a map outlining the broader landscape and a magnifying glass revealing the subtle details that influence strategic decisions. Whether in the brainstorming sessions of […]