Consumer insights are the foundation of every successful brand strategy. The building blocks of developing consumer insights generally include: exploring customers and their needs, segmenting the market, optimizing concepts and finalizing the offering. This broad-to-narrow, quantitative-to-qualitative pattern works across virtually every industry.
Listening to your customers is both an art and a science. Well-conducted qualitative research will allow your brand to make something amazing out of something subtle. Here are 9 reasons why you need to conduct in-person qualitative research regularly.
Autonomous vehicle technology represents a major source of disruption in virtually every industry. We interviewed Jeff Eckerling, Senior Vice President of Revenue and Growth at SP+ Corporation, to discuss the potential impact of autonomous vehicles on marketing, branding and operations in various industries. SP+ (NASDAQ: SP) manages parking facilities with more than one million parking spaces across the United States and Canada.
Besides powering crypto currencies like Bitcoin, Blockchain has the power to be transformative at all levels of corporate strategy. We caught up with Beverly Macy, educator at the UCLA Anderson School Of Management and part of the UCLA blockchain lab. From financial services to manufacturing, blockchain seems to have the potential to impact many [...]
Upstream marketing refers to the strategic process of identifying and fulfilling customer needs. Based on extensive analysis and real-world projects, we identified seven upstream marketing best practices that distinguish high performing brands: What distinguishes best in class marketers? Upstream marketing refers to the strategic process of identifying and fulfilling customer needs. Based on extensive analysis [...]
How many times have you heard, “We didn’t learn anything new,” after conducting a primary research project? To be effective, insight managers must move from merely supplying data to interpreting it – distilling insights about consumers’ attitudes, needs and behavior, then using this insight for strategy and growth. Here are five practical tips [...]