Understanding human behavior is complex and requires a multi-dimensional approach. Sometimes it might be faster, easier and better to simply ask people what they think. As such, ‘think’ activities are still an important part of the research mix.
The Covid-19 pandemic is having a profound impact on teens worldwide. Together with Coca-Cola, we ran a project examining how young people across the world reacted to the past year and the subsequent changes in their outlook.
For a long time, the dominant belief among philosophers, scientists and economists was that humans are driven predominantly by ratio. And this was no different for marketing researchers. But how realistic is this? Can we truly unravel and understand complex human behavior by solely focusing on their ‘thinking’?
In this article, we explore the key post-2020 consumer trends for the Finance and Insurance sector, based on our 2021 Culture + Trends Report: Happiness Reset.
Gaining new skills, re-imagined interactions, moments of self-care, and finding moments of spontaneity and silliness in a world of relentless negativity and stress is extremely popular with Gen Z consumers.
COVID-19 made people revalue nature and clean air. Discover how this newly experienced immediacy with nature brings the opportunity for brands to help consumers bring nature into their homes and restore natural spaces.
We invited Katerina Stavrellis, Consumer & Marketing Insights Specialist at The Arnott’s Group, to explain how our proprietary network of creative consumers inspired the team with new snacking flavors.
Dive into our ‘Unlocking the power of consumers’ infographic and discover how to involve the right consumer for the right task!
We invited Jo Stanbridge, Global Insight Lead Sensodyne at GSK, to share her experience on collaborating with leading-edge consumers to fully understand the importance of consumer trends and how they manifest within different cultures.
We invited Gaël Chevé, CMI International at L’Oréal Active Cosmetics (Cerave, La Roche Posay and Skinceuticals), to talk about the value of collaborating with ‘the 90’ or everyday consumers, and how this helps L’Oréal to further develop their consumer-centric thinking.
Our industry loves to talk people; we talk to ‘the consumer’ all day, every day. Yet, for the most part this is our consumer, today’s consumer, and generally the mass market. There’s a problem with this; it’s all a bit too comfortable. It reinforces our existing beliefs and leads to short-termism in marketing.
What is trending in marketing, branding and culture, and what can brands learn from it? This question gathered a record number of brand managers, communication specialists and marketing professionals at the UBA Trends Day on Thursday, March 18.