Blog.

Notes from the field on how people really choose, where categories are heading and what makes brands grow. Thinking from our research and strategy practice.

2 min read The impossible triangle of speed, quality and cost is now solvable with AI-agentic research.

For years, marketing teams in large organisations have been trapped in a structural paradox: speed compromises quality, quality takes time, and doing...

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4 min read Are we ready to cancel single-use packaging or is it just a trendy sustainability buzz?

Human progress has always been a story of vision, curiosity and the need to survive. One of the defining challenges of our century — and a condi...

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1 min read Competitive intelligence and wargaming for innovation post-launch.

Better thinking and sharper decisions are what separate winners from the rest in complex, fast-moving markets. Our proprietary competitive-insights me...

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1 min read Long-term effects of COVID-19 on consumer markets.

We share the results of our research as a contribution to decoding the impact of COVID-19 on consumer markets, trends and behaviours. Five shifts stoo...

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2 min read Putting your products and innovations into the highest gear.

«A brand must use consumer participation to shape the fundamentals of what it offers people, and constantly keep up with changing needs. It&rsqu...

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2 min read Togetherness is a key driver of any organizational change.

Idea generation is about creating the space for teams to produce genuinely new thinking for products and services. But in large and mid-sized organiza...

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2 min read Mighty brands have struggled to find a storyline that keeps them relevant.

According to the Nielsen Breakthrough Report, 49% of all Consumer Packaged Goods (CPG) growth in the US was driven by small producers. Around $18 bill...

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2 min read Ideas are new global currency.

Ideas are the currency of the 21st century. Organizations no longer compete only for markets and margins — they compete for minds, and for the i...

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ideas.

insights.

implications.

Blog.