Knowledge hub

Establishing a global brand is complex. Companies looking to expand internationally must contend with significant challenges, including varying consumer behaviors, cultural differences, and economic disparities. These factors make maintaining a consistent brand identity complicated while adapting to local demands. However, the rewards for getting it right are substantial. Brands that successfully navigate these complexities can […]

Understanding consumer preferences is like solving a complex puzzle. It requires advanced tools to dive deeper into what drives consumer decisions, going beyond basic data analysis. Two powerful methods—MaxDiff and TURF analysis—enable brands to comprehensively understand their audience, allowing them to tailor products and messages with precision. MaxDiff analysis helps brands prioritize a product or […]

Costco has always been synonymous with value, but its recent crackdown on membership moochers is raising eyebrows across the retail industry. The retailer, known for its bulk discounts and no-frills shopping experience, has begun enforcing stricter membership policies to ensure that only paying members enjoy the perks of shopping at their warehouses. This move isn’t […]

Generational labels are often used to define large cohorts of people born within specific timeframes, from Baby Boomers to Millennials and Gen Z. But what happens when someone is born at the beginning or end of a generation, right on the cusp of two? These individuals—often known as cuspers—belong to a micro-generation between two larger […]

Stephen Few once said, “Numbers have an important story to tell. They rely on you to give them a clear and convincing voice.” This quote captures the essence of data storytelling—transforming raw data into compelling narratives that drive action and influence decisions. Data storytelling combines data, visuals, and narrative to create a powerful tool that […]

As third-party cookies crumble, so does the foundation of digital advertising. The impending demise of these cookies and growing restrictions on mobile device identifiers are forcing brands to rethink how they connect with consumers. Apple’s App Tracking Transparency (ATT) and other privacy-first initiatives have reshaped the landscape, ushering in a new era where traditional tracking […]

As Zillennials—born between 1992 and 1998—enter their prime spending years, their influence on the retail landscape is becoming impossible to ignore.  Positioned at the intersection of Millennials and Gen Z, this micro-generation embodies a unique mix of traits that distinguishes them from both. They grew up with early digital experiences like Millennials. Still, they matured […]

“Data is the new oil,” as coined by Clive Humby, highlights how data, much like oil, has become a valuable resource that fuels modern economies.  According to Harvard Business Review, by 2025, global data creation is projected to reach 175 zettabytes, driven largely by consumers’ increasing digital interactions. For retailers and brands, shopper data has […]

The cost-of-living crisis in the UK has emerged as a significant challenge, impacting the daily lives and prospects of countless individuals.  Our latest report delves into this pressing issue, revealing the struggles the UK population faces, their coping mechanisms, and their perceptions of government initiatives.  But there’s more to this story. Download our full report […]

The fast food industry, an integral part of American culture, has long been synonymous with convenience, affordability, and global influence. Known as the birthplace of iconic staples like the hamburger, cheeseburger, and southern fried chicken, the United States has exported its fast food brands worldwide.  From McDonald’s and Burger King to KFC and Five Guys, […]