Human behavior is a complex interplay between actions, cognition and emotions. To this day, researchers are debating how affect and cognition are intertwined and drive human behavior. Yet, the fact that we think & feel and do & make, is what makes us human. Understanding human behavior is thus challenging and requires mixing multiple approaches to get to a full 360° picture. But too often, marketing research tends to think in paradoxes, where it is still an OR (e.g. single method focus) rather than an AND story. As experts in consumer-brand collaboration, we believe in building synergies through hybrid thinking.
In this bookzine, we showcase how to choose the right blend of ‘think’, ‘feel’, ‘do’ and ‘make’ research activities for the right business challenge.
Sustainability is a key concern amongst consumers, and this has only increased with the COVID-19 pandemic. This bookzine highlights some of the key barriers amongst consumers as well as their expectations towards brands, through proprietary research, expert interviews with sustainability executives from several industries, and brand illustrations.
Online Insight Communities
Posted on September 28, 2021 - 1 min read
Research communities, online discussions boards, bulletin boards, insight ecosystems… what’s in a name. In this bookzine, we bring clarity by defining four different community types, each linked to a concrete research need, illustrated with best practices.
The Innovation Machine
Posted on April 27, 2021 - 1 min read
To meet changing consumer needs in a category with more choice than ever before, Anheuser-Busch overhauled their product development process in 2018. iWeek, A-B’s annual strategic innovation initiative with people centricity at the core, has evolved over the past 3 years, yielding exceptional results.