It’s well-recognized these days that gender is more complex and multifaceted than the binary (male/female) construct most of us were taught as children. 1.2 Million adults in the U.S. identify as non-binary. Yet the concept of gender in research has been slower to evolve.

In the quest for insights and success, many marketing teams have become adept at analyzing quantitative metrics to guide their strategies. But let's take a moment to acknowledge the illusion of precision that often accompanies these numbers.

In the fast-paced world of digital product development, User Experience (UX) testing is often seen as the ultimate litmus test for product success. The UX field has exploded over the past 20 years, with a specialized focus on understanding users' interactions with digital products and services in order to optimize the user experience.

Hot off her record-setting Grammy win and with Super-Swift-Bowl Weekend upon us, we thought it would be fun to take a look at what we can learn from Taylor Swift about branding.

The key to creating a great brand experience is the ability to understand and anticipate your audience’s core needs. But with consumer behaviors, preferences, and market dynamics constantly evolving, it’s becoming harder and harder for leaders to make informed decisions. This is where consumer research becomes indispensable.

The need for brands to stay in sync with their audiences has never been more crucial. Some experts suggest that the shelf life of consumer research has shrunk from 5-7 years, to 5-7 months due to the rapid pace at which consumer preferences now change.

A great name can help break through a crowded marketplace, build brand awareness, and drive sales. But how do you know if you've chosen the right name? That's where a naming evaluation comes in.

When people see that your company is a great place to work, they're more likely to trust and do business with you. But strong employer brands don’t make themselves, they require the same type of thoughtful planning and care that external plans do.

Whether your brand is on a mission to save the world or simply to help people save time making dinner, it all comes down to trust.

In order to become loyal customers, people have to believe in your brand; but they don’t just want to believe that your brand can succeed in simply keeping its brand promise, loyal customers must also believe that your brand cares about their success in return.

It’s no secret that the economy has lost some momentum. Despite consumer confidence remaining strong amid the threat of a recession, the IMF projected global growth to fall from an estimated 3.4% in 2022 to 2.8% in 2023.

With the definition of experience becoming so broad, we often find clients unsure about where they can best use research to inform the experience they create for their customers. We help them narrow in on where consumer insights can make the biggest impact by asking two key questions to start…