Knowledge hub

Digital progress should not come at the expense of privacy and security. Privacy is not for sale; it is a valuable asset to protect. At a time when data breaches regularly make headlines and consumer privacy concerns are at an all-time high, data privacy has become even more complex.  According to a 2023 report from […]

India has crossed 800 million internet users, establishing itself as one of the largest online markets globally. This rapid digital growth can be primarily attributed to the Digital India initiative launched in 2015 by the Government of India. The initiative aims to propel India into a digitally empowered society and knowledge economy by enhancing online […]

With rapid cultural and demographic shifts, understanding the evolving consumer segments within the United States is no longer optional—it’s essential for brands aiming to thrive. From digitally native Gen Z to affluent Baby Boomers seeking tailored luxury, how each segment behaves, spends, and interacts with brands is transforming. This isn’t just about tracking numbers; it’s […]

The quest for meaningful customer data has become a high-stakes treasure hunt. Marketers find themselves at a crossroads as traditional data sources begin to dry up, thanks in part to growing consumer concerns over privacy and significant moves like Google’s phase-out of third-party cookies. Yet, amidst this shifting terrain lies a goldmine of data: the […]

Many groundbreaking business ideas are said to have originated on the back of a napkin or during a moment of clarity in the shower. Think about how Airbnb started with two friends renting out air mattresses in their apartment or how a trip to Italy inspired Starbucks. These stories are intriguing, but the true challenge […]

Imagine walking into a store and being immediately drawn to a product because of its vibrant colours, the sound it makes, or even its unique texture. This is no accident; it results from meticulous sensory research, a process brands use to design products that meet and exceed consumer expectations on every sensory level. What is […]

The battle between short-term gains and long-term brand equity challenges even the most seasoned marketers. Traditionally, performance marketing and brand building have been seen at odds, with the former focused on immediate returns like clicks, sales, and leads and the latter on cultivating lasting relationships with consumers. However, as we delve deeper into the symbiotic […]

The rise of ad blockers has sparked a major revolution in digital advertising. Gone are the days when users passively accepted every pop-up, banner, and video ad thrown their way. Fed up with the constant barrage of intrusive advertisements, many have turned to ad blockers as a digital shield. This massive shift has thrown a […]

China’s retail sector emerged as a key driver of economic recovery post-Covid and has surpassed even the most optimistic forecasts. Based on the latest news, retail sales, which is an indicator of consumption, increased by 5.5%. Although it slowed down from a 7.4% rise in December, it still beat the expected 5.2% gain. During the […]

Singapore boasts an impressive internet penetration rate of 96.9%, making it one of the most connected countries in the world. This figure isn’t just a statistic; it’s a clear indication of the digital-first lifestyle that dominates this island nation. In a market where virtually every consumer interaction has some digital footprint, brands cannot afford to […]