Knowledge hub

In global commerce, the Chinese consumer market stands out as both a beacon of opportunity and a labyrinth of complexity. Home to over 1.4 billion individuals, China’s market is not just vast; it’s a kaleidoscope of diverse and rapidly changing consumer segments. Recent data from the China National Bureau of Statistics highlights an intriguing trend: […]

Have you ever wondered what drives a consumer to choose one product over another? What factors tip the scale in favour of a particular brand? How do companies anticipate the evolving preferences of their market? The answers to these intriguing questions lie in choice modelling, a cornerstone technique in modern market research. Choice modelling is […]

Market segmentation is like hosting a huge party but knowing exactly what each guest likes, from the music to the snacks. It’s about understanding that not everyone is the same and tailoring your approach to meet different tastes and preferences. Now, why is market segmentation such a big deal in modern marketing? Imagine trying to […]

As in-house design and video functions become more common in the market research industry and we consume more visual content than ever before, visual communication and storytelling are becoming increasingly important skills for insight teams to adopt. Integrating design and video teams into insight teams is key to ensuring design and video functions are not […]

Making the right decisions in business is critical. For companies in the B2B sector, these choices can shape their future success or failure. So, how can businesses ensure they’re making the best decisions? The answer is clear: B2B market research. Market research isn’t just about collecting data. It’s about understanding the market, knowing your competitors, […]

Japan, the world’s third-largest consumer market after the U.S. and China, offers cultural insights that trace their roots deep into history. As articulated in “Japanese Consumer Dynamics,” the interplay between swift periods of growth and resilient responses to crises has been pivotal in shaping Japan’s consumption habits. These patterns have both influenced and been influenced […]

Generation X often finds itself sandwiched between the much-discussed Baby Boomers and the digital natives of the Millennial generation. Born between 1965 and 1980, Gen X comprises individuals who have witnessed a unique blend of socio-political and technological revolutions. Currently, they represent approximately 25% of the global population, a significant portion impossible for marketers to […]

We surveyed 150 vets across the UK and US to check-in on their needs and pain points.

With a staggering 496 million native Spanish speakers worldwide and 595 million individuals who communicate in Spanish globally, this linguistic and cultural tapestry paints a vivid picture of the Hispanic influence on a global scale. Spanish is not only the second most spoken language in the world, trailing only behind Chinese, but it also ranks […]

What would happen if market researchers borrowed a lens from data science?  The traditional tools of market research are fast becoming quaint relics. The old methods of garnering consumer insights and market trends are increasingly seen as mere snapshots that lack the dynamic and predictive capabilities essential in today’s business environment.  This evolving scenario beckons […]