Despite good intentions, User Personas often fall short of ambitions, lacking both the empathy to inspire meaningful inspiration and the clarity to guide confident decision-making. But Personas as a concept are not lacking, it’s all down to execution and effort. Read our guide for creating human-centred, outcome-focused User Personas that boost empathy and drive action.

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.

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.

The Switching Forces framework, originally developed by Bob Moesta and the Rewired Group, builds upon the Jobs to Be Done (JTBD) framework by providing a structured way to understand why people switch from one product, service, or behaviour to another. While JTBD uncovers the deeper motivations behind why customers ‘hire’ a product, the Switching Forces Model systematically breaks down the specific drivers and barriers that promote or impede change.

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.