Knowledge hub

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, characterised 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 […]

In this insightful video, Rupert Sinclair, Head of Insight at our UK office, discusses the significant impact of digital penetration and technology on market research in the United Kingdom. Alongside his colleague Katrin Scheibert, Rupert was recently honoured with the ESOMAR Congress Best Paper Award 2023 for his work on “Virtual Frontiers: Assessing the potential […]

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 revolutionising […]

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, […]

A Dallas-based Coca-Cola bottler recently undertook a bold initiative, maximising recycling within its operations and the communities it serves. It aims to reduce its carbon footprint and replenish vital watersheds. Amazon is similarly reinventing its shipping methods, from downsizing packaging to boosting the use of easily recyclable materials, all for a healthier planet and enhanced […]

Imagine a consumer, let’s call her Sarah, standing in the grocery store aisle, trying to choose a breakfast cereal. She has many options: some are low in sugar, others boast high fibre content, and others are flavoured or branded with popular characters. Each of these attributes represents a potential factor in Sarah’s decision-making process. The […]

Ever wondered what drives the decisions of top executives? Business customers face unique challenges, marked not just by an overwhelming array of options and abundant information but also by deep-seated uncertainty and stress. Traditionally, B2B sellers have viewed these customers as rational decision-makers focused on maximising value, reducing costs, and saving time. However, recent research, […]