Skip to content

consumer behavior

Articles

A colorful variety of smiley face candies or buttons.

Connecting More Meaningfully with Your Customers

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...
Cookie cutters of gingerbread men, with dough shapes, rolling pin and flour.

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...
A range of sharp colored pencils outlining a heart shape.

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...
Smiling female shopper at home on the laptop surrounded by shopping bags.

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...
Older woman baking an apple pie in the oven in the kitchen.

Beyond Algorithms: Reclaiming Human-Centricity

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...
A close up of the eyes and face of a woman.

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...
Young girl enjoying and watching a tablet device.

Winning Over Generation Alpha

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...
Younger girl shopping through racks of vintage clothes, thrifting.

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,...
A color picker fanning out showing a wide variety of colors.

Decoding Consumer Motives: The Power of Psychographic Segmentation

As learning about your target consumer becomes ever more precise and discerning, psychographic segmentation becomes a crucial key to unlock consumer m...
Two hands hovering over crystal ball.

Trend Analysis: It’s Not Magic, It’s Methodology

Debunking myths about trends involves identifying and dispelling common misconceptions about how trends emerge, persist, and evolve. This can include...