Our thoughts on all things research, insight and growth strategy.
Thinking blog
Our latest thinking, audiences insights and guides on research and human-centred insight, for brands looking to create, launch and grow great things.
Today, in the mid-20s, consumers are less likely to act on gut instincts alone. What does this mean for brand growth?
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. Today, however, consumers across many categories are increasingly reluctant to trust their intuition. Discover why and what this means for brands.
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.
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.
10 ways to ensure your online surveys deliver quality data.
Surveys remain an invaluable tool in helping brands understand their audiences and find new opportunities. But as creating online surveys becomes easier there is an increasing danger of poor design and UX leading to bad data. We share 10 tips on how to ensure your surveys deliver good data.
Using Choice Based Conjoint (CBC) to guide go-to-market and retention strategy
Choice-Based-Conjoint (CBC) is a crucial survey analysis method to translate user preferences into a clear plan of action.