An individual's emotional connection to a brand undeniably plays an important role in their engagement and loyalty. But is it possible to measure 'pure' emotions using rational questions? By their nature, emotions are not things that one can rationalise. Perhaps a more pertinent question is: Can we construct an emotional framework (via quantitative questions) that adds valuable insight to our clients? And the answer is YES!
The Behavioural Science of CPG: Disrupting the customer experience
One of the most important developments facing brands today is how digital technology is fundamentally changing customer behaviour and decision-making. This paper introduces five 'Mind Economy' trends to suggest how consumer packaged goods (CPG) brands can achieve growth in this reality.
From products to experiences: Why Customer Experience matters in CPG
It's not new to suggest digitisation has changed the makeup of the retail industry and, in extension, how retail experiences are judged. However, the digital economy also presents new opportunities for consumer packaged goods manufacturers to bypass retailers entirely. Can the revolution in the CPG supply chain mean an evolution of customer experience?