Beyond Data: A Case for Consumer Empathy 

Market research is often designed to answer specific business questions, such as how a product compares to the competition or what new features consumers desire. While this information helps guide important business decisions, it does not really help brand teams to truly know their consumer target.

The Next Evolution is Here:  ChatGPT and AI in Market Research 

AI isn’t just a new tool; it’s a game-changer. It’s capable of automating repetitive tasks, processing and analyzing vast amounts of data, at speeds previously unimaginable.  It is an exciting time to once again, adopt new ways or working that will advance our mission to understand people and deliver insights that drive business growth.

Identifying Opportunities with Attitude & Usage Studies

In the always-evolving landscape of consumer behavior, understanding the perceptions around how people feel about your brand, the reasons why they choose it and the context for how they use it can unlock future growth opportunities.

The Fundamentals of Customer Experience Journey Mapping

By Kerry Juhl Do you know how your customers feel about their experience with your brand? Do they love it, or does it leave them feeling frustrated? If your customers don’t love their experience with your products or services, your market share is likely at risk. According to a study from PWC, You cannot afford to […]

Growth Frameworks: A Path to Action & Growth

Our job as Insights Professionals is to not only identify relevant and unique consumer insights but also to apply the information in a way that influences decisions and drives action, resulting in growth.  But ensuring that valuable insights are heard, internalized, and acted upon can be a challenge. 

ChatGPT is a Soup-Starter, Not the Soup

With each advancement or new tool, there is the inevitable talk of our jobs going away because the latest advancement is expected to replace us.  In many cases, with advancement in technology, there are shifts that do render obsolescence.