Managing Partner | Head of Platform Innovation
annelies.verhaeghe@insites-consulting.com+32 9 269 14 06
Timișoara office
2 Strada Dr. Liviu Gabor
300057 Timisoara
Romania
Written by Annelies Verhaeghe
The need to put insights at the heart of all marketing decisions is core in driving company growth. Steered by this need to show a ‘return on insights’, research activities will be increasingly engineered for impact.
Written by Sarah Van Oerle / Annelies Verhaeghe
Consumers are increasingly taking on an active ‘maker’ role, shaping products and solutions. Just think about the success of crowdsourcing platforms such as ‘My Starbucks Idea’ or ‘LEGO Ideas’. This implies that, next to ‘think’, ‘feel’, and ‘do’, we should also include ‘make’ in the research mix.
Written by Sarah Van Oerle / Annelies Verhaeghe
What people say, does not always correspond with what they actually do. This so-called ‘say-do gap’ is visible from election polls to topics like sustainability. Wanting to understand human behavior, it is therefore not enough to focus on what people ‘think’ and ‘feel’; what they ‘do’ is another vital part of the research mix.