consumer behavior

Brand health and brand trackers are receiving a dose of modernization lately to create a more winning formula. What was once seen as a rather static a...

We all know someone who is deeply passionate about a brand, a hobby or interest, whether that's a sports team, comic books, gaming, sewing, fitness, o...

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...

Deep empathy in market research involves understanding customers beyond surface-level data by deeply connecting with their emotions, motivations, and...

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...

With the rise of artificial intelligence, much has been made of this new era of insights, with a growing emphasis on collective intelligence. The cons...

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...

When it comes to marketing and branding initiatives, to win over Generation Alpha we first need to recognize that they are developing into a savvy, cr...

In this spotlight on Generation Z, we look at how this influential consumer group is driving a significant surge in thrifting and secondhand shopping,...

As learning about your target consumer becomes ever more precise and discerning, psychographic segmentation becomes a crucial key to unlock consumer m...