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B2B Market Research: A Guide to Conducting Impactful Executive Interviews.

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, […]


East Meets West: How Asian Brands Can Appeal to Western Audiences.

In recent years, we’ve witnessed a captivating phenomenon: the meteoric rise of Asian cultural exports like Anime, K-beauty, K-pop, and K-drama, along with the widespread popularity of Asian cuisine and fusion food in the West. Asian brands, from skincare companies to culinary ventures, are finding a warm reception in Western markets, particularly among Gen Z, […]


A Day in the Life of a Fieldwork Market Researcher.

Data-driven decisions can sometimes create a seemingly impersonal terrain. However, at the heart of every data point, every trend, and every market insight lies the human experience. In market research, the heroes capturing this experience are the Fieldwork Market Researchers. They stand at the nexus of technology and tradition, where the rubber meets the road. […]


5 Key Consumer Segments in India. 

The Indian market, projected to become the world’s third-largest consumer market by 2030, is witnessing transformative shifts across its demographic landscape. According to a report by the World Economic Forum, India’s consumer market grew from $1.5 trillion in 2021 to a staggering $6 trillion by 2030, driven by a burgeoning middle class and digital transformation. […]

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2024 market trends

15 Consumer Trends to Watch in 2024.

The ability to anticipate and adapt to emerging trends sets market leaders apart. As we approach 2024, the consumer world is pivoting at an unprecedented rate, influenced by technological advancements, global socio-economic shifts, and a collective reevaluation of values and priorities post-pandemic. For brands, an in-depth understanding of these emerging trends is crucial. It’s no […]


Beyond Likes and Shares: Harnessing the Power of Social Media Insights.

How can brands tap into the world’s biggest focus group — the global population constantly interacting on social media and sharing their brand experiences online?  While social listening, the practice of monitoring and analysing online conversations about a brand, industry, or product,  and traditional research methods deliver strategic and tactical insights, unlike conventional research, social […]