Insights

7 Top Trends in Business Strategy

Carbon Insetting: Decreasing Supply Chain Emissions

Automotive & Mobility, Consumer & B2B2C

Carbon Neutral Packaging: Producer & Consumer Insights

New Mobility Workforce: Converging Automotive Engineering, Chemical Engineering & UX

Customer Experience & Journey Mapping, Market Sizing & Opportunity Assessment, Automotive & Mobility

Emotions Are Complex, Analyzing Them Doesn’t Have to Be

Customers have distinct feelings about products, services, and brands. How can their emotions be captured and analyzed easily? The process of analyzing emotions can be tricky, but it doesn’t need to be…let’s dive in. Research shows that being competitive on rational factors, while essential, will only achieve parity. Most leading products or services end up in this parity position because short-term advantages, based solely on rational factors, quickly are matched by competitors. To combat this issue, marketers need to connect with customers on an emotional level for lasting advantage. This is why, in most highly competitive categories, advertising often has very little to do with conscious, rational benefits, features, or performance.

Understanding True Voice of Customer Research

To find the true voice of the customer, VoC research should encourage people to share their thoughts and answer “why.” Examining a customer’s full response (in any open-ended context) is critical to understanding the decision-making process. Finding the true voice of the customer requires researchers and executives to be objective, open, and active listeners.

What Is Driving the Growth of Private Label Brands?

Pricing Research

Consumer Trends in Healthcare: What’s Being Adopted

Healthcare & Human Factors

Here’s Why You’re Wrong: A Look at Cognitive Bias in Market Research

Introducing a Scalable Approach to Business Innovation and Brand Success

How Technology Is Helping Improve Construction Site Safety

Building & Construction

The Future of UX Research: Uncovering Users’ True Emotions with Mixed Methodologies

Customer Experience & Journey Mapping, Voice of Customer, Healthcare & Human Factors

Brand Positioning Strategy: Creating a North Star

In this Innovation Research and Strategy article in partnership with Great Lakes GrowthWorks, we’ll reveal how foresight, empathy, and Emotion Intelligence — steeped in artificial intelligence (AI) — can strengthen your brand positioning strategy.can strengthen your brand positioning strategy.

Product Concept Development and Testing: How to Design an Innovative Solution

Innovation Research

Concept development and testing is a crucial phase in innovation research. A hybrid qualitative and quantitative approach can increase the odds of creating disruptive innovation and generating consumer uptake.

How to Create & Use Marketing & Buyer Personas

Segmentation & Persona Development, Voice of Customer

While needs and sentiments will differ on an individual basis, buyer personas help to create a broad representation of consumers that may be most – or least – interested in your product. In B2C markets, where transactional and marketing data is available, buyer personas are relatively easy to create.