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The 5 Truths That Define Millennials
It seems hard to get away from the word ‘Millennial’ these days.
Everywhere you look there are new articles, studies, findings and revelations about how brands can better engage with and tap into this group of consumers. And why wouldn’t they want to? Millennials are on the cusp of having more spending power than any other generation in history: an estimated $200 billion annually by 2017. Understanding this group of consumers is critical for marketers — what motivates them, keeps them up at night, shapes their behavior and attitudes, and so on. To answer these questions, we have to know how to engage them in research. -
Moving Past the Tweak to Uncover the Optimal
The Quest for Optimal - Maximising consumer delight has always been a top priority for any product manufacturer, resulting in a critical need for ongoing innovation married with endless product modifications. Yet, while a priority, it continues to be increasingly difficult to steal share or truly differentiate oneself versus competition within an existing and/or niche category. Unfortunately, reactive versus proactive research has become more of the product testing norm, with endless rounds of formula ‘tweaking’ versus the prescriptive pursuit of a farther out, more differentiated optimal product.
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Digital Migration - Are We Ready?
The media landscape in Africa is constantly evolving, and one of the most significant changes is the ongoing digital transition from analogue to digital TV.
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Nature VS. Nurture - Can You Change Your Innovation’s Destiny?
The great innovation debate - “Nature vs. Nurture” is a debate typically held among psychologists, where one side argues that genetic predisposition (nature) plays a greater role in human personality development and the other side argues that the environment (nurture) has more influence.
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Real Self or Projected Self: Who Should Brands Talk To?
The first business question that comes to mind when our clients look at their marketplace is, “Do we really know our target?”
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As World Pride Kicks Off in Toronto, Canada Poll Shows Strong Majority (71%) Among 15 Developed Nations Support Legal Recognition of Same-Sex Couples
Majority (76%) agree gay men, lesbians should be free to live as they wish.