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Zalpha consumers
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Zalphas: Navigating the Bridge Between Gen Z and Alpha.

Picture this: a 12-year-old toggling between a Roblox game, editing a TikTok video, and browsing the latest skincare trends. She asks her mother for Robux money, a limited-edition Stanley Cup she saw trending, a skincare fridge, and a trip to Korea to experience K-pop culture firsthand. This child represents the emerging Zalphas—those born between the […]

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The Role of Packaging in Crafting the Perfect Unboxing Moment.

Over the past decade, unboxing has evolved from a quirky online trend into a vital marketing touchpoint. What was once simply about revealing a product is now a carefully crafted experience that can make or break a brand’s first impression. Once seen purely as functional, packaging has become an essential part of the consumer journey—one […]

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From Gym to Street: Shifting Trends in Japan’s Sportswear.

Wandering through the alleyways of Tokyo’s Shibuya or the chic streets of Fukuoka’s Tenjin, you might spot young people sporting a mix of athletic and streetwear that captures the essence of modern Japan. Picture Adidas running shoes complemented by loose cargo pants, cropped sports tops layered under open denim shirts, and accessories like sleek smartwatches […]

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The Role of Car Clinics in Automotive Design.

Picture a group of potential car buyers, not in a dealership but in a controlled environment where their every reaction is recorded. This is a car clinic. It’s far more than a traditional test drive or a passive survey; it’s an immersive, hands-on market research tool that allows manufacturers to delve deep into consumer preferences […]

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The Modern Guide to Observing Focus Groups.

Observing a focus group might seem like a passive role, but it’s a crucial element of the qualitative research process. Careful observation, both in online and offline settings, allows you to capture details that moderators or participants might miss. In a focus group, thoughtful observation helps unearth valuable insights that can guide strategic decisions, making […]

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Who are Xennials?

Too young for MTV Unplugged and too old for Snapchat, Xennials find themselves in a unique generational sweet spot. Born between 1977 and 1985, this micro-generation bridges the gap between Gen X’s analogue childhood and Millennials’ digital-first upbringing. They’re old enough to remember life without the internet yet young enough to have embraced social media, […]

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Balancing Relevance and Consistency in International Campaigns.

What’s more critical in international marketing—relevance or consistency?  For global brands, this question defines the core of strategic decision-making. Consistency safeguards a unified brand identity across all markets, while relevance allows a brand to adapt its message to local cultures and consumer behaviours. As global markets become increasingly interconnected, brands must navigate the delicate balance […]

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The Role of Market Research in Refining Your Value Proposition.

Understanding your market is no longer just an advantage; it’s a necessity. Companies that prioritise market research in their strategic planning see a marked increase in success, with product launches backed by solid research achieving up to 85% higher success rates compared to those that aren’t. This is not a mere coincidence but a clear […]

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Advanced Techniques for Calculating Market Size Globally.

Understanding the size of your target market can be the difference between launching a wildly successful product and sinking resources into an untapped and unprofitable niche.  Accurate market size calculation is crucial to business success. It helps senior leaders navigate complex market landscapes and make informed strategic decisions. Understanding your market’s true potential is critical […]