Jobs-to-be-Done (JTBD) is a powerful, human-centred framework that helps brands Create, Launch, and Grow compelling propositions, products, and experiences. Discover with this guide how it can uncover and deliver actionable insights that drive success for human-centred the brands.

Disruptive Innovation has long been seen as an effective playbook in business strategy for brand growth, typically unfolding in two ways - by offering a cheaper alternative for cost-conscious consumers or by creating a new market for previously underserved audiences. But there’s a third path that is behind many of today’s thriving brands.

In the age of generative AI, Synthetic Personas have surged in popularity as a quick, cost-effective way to visualise, bring to life and even engage in research ‘with target audiences’. However, this comes with big risks and can fall short on some of the key reasons why research is commissioned in the first place: Evidence, Empathy and Insight.

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.

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.