Research & Insight thinking
Access our latest thinking and guides on research and human-centred insights - for brands looking to Create, Launch and Grow great things.
In 2025, Consumers Are Less Likely to Act on Gut Instincts alone. What does this mean for brands?
At the start of the 2020s, consumers could rely on their gut to make decisions about brands, purchases, and subscriptions, with minimal risk in most cases. By 2025, however, consumers across many categories are increasingly reluctant to trust their intuition. Discover why and what this means for brands.
Why System Two thinking remains crucial to brand growth strategies today.
System One thinking has had its moment—and for good reason. It simplifies decision-making, drives habitual choices, and optimises quick wins. But for products and services that matter, where costs are significant and the consumer’s journey goes beyond minutes, System Two thinking remains essential.
Navigating by the North Star: The Power of a Single Metric
Revenue, churn rate, customer acquisition cost, website traffic – the list goes on and on. While each metric offers valuable insights, focusing on too many can dilute your efforts and obscure the true measure of success. This is where the concept of a North Star Metric comes in.
Using Jobs to be Done to focus on True Competitors
Traditional competitor analysis often focuses on companies offering similar products or services. However, JTBD challenges this approach by suggesting we look beyond the obvious. By understanding the "job" customers are trying to accomplish, we can identify a wider range of alternatives they might consider.
Category Entry Points vs. Jobs to Be Done: Which is Right for Tracking Your Brand’s Performance?
Category Entry Points (CEPs) has quickly become the go-to theory underpinning much of today’s thinking and research on brand growth. But brands should stop and reflect on whether it’s actually the right framework for their category. We take a look at categories where CEPs can be incredibly effective but also those where an alternative approach, based around the Jobs to Be Done (JTBD) may be the better solution.
A new era for Diary Studies: Powerful insights without the pain.
Diary studies have evolved to become one of the most powerful qualitative methods we can deploy as researchers. Yes, they once required significant resources and caused a world of pain to deliver, but those days have passed. It's time to put diary studies centre stage and relish in the depth of insight and empathy they can provide.