Shaping Consumer Insights Through Ethnographic Research
Ethnographic research seems to be having a moment, or rather moments, in this new AI-driven market research world. After all, a counterpoint to AI is...
Consumer Behavior
Articles
Sharpening Your Empathy Skills to Deepen Customer Relationships
Deep empathy in market research involves understanding customers beyond surface-level data by deeply connecting with their emotions, motivations, and...
The Future of Consumer Behavior: Trends to Watch
As we head towards the back half of 2025, several key consumer behavior trends have been shaping the marketplace. These trends can continue to help th...
AI-Powered Personas: Transforming Consumer Insights
As artificial intelligence has developed, more tools are becoming available to support sophisticated and transformational persona creation. This inclu...
Human Insights: Understanding People to Drive Impact
In today's data-rich world, the ability to understand the "why" behind human behavior is more critical than ever. While quantitative data tells us wha...
How An Embrace of Thrifting Provides Gen Z Insights
In this spotlight on Generation Z, we look at how this influential consumer group is driving a significant surge in thrifting and secondhand shopping,...