Our Thinking

Discover how winning innovations start with understanding people first. Learn the key steps for developing people-centric ideas that truly connect.

Exploring how brands can build real brand love with the people they serve that lasts.

Creating and maintaining strong brand awareness starts in the hearts of the people, and grows through evangelism. Your brand spreading through word-of-mouth, social media, or targeted advertising requires an effective strategy that combines a few of the elements below.

How hope & fear can be a powerful framework to deepen trends and foresight thinking.

Identity, Technology, Qualitative Research - My PhD in Communications enhances my work at The Sound, helping brands understand people in a tech-driven world.

Everything you need to know about strategic planning in marketing: from what it is, why it’s important, to how you go about it (a complete step-by-step guide!).

There are few exploratory project requests that come in as complicated to work through as a customer journey. On the surface, it seems like it...

In today’s world of Zoom meetings and Slack chats,  it’s hard to feel really connected to the people we interact with day in and day...

Cultural relevance is an issue that brands are grappling with across categories. We wrote not too long ago about alcohol brands and cultural relevance, but...

We like to divide the landscape of companies relevant to B2B research into four different categories: producers of materials; producers of critical components and parts; producers of capital equipment and mechanical coordination devices; and, finally, producers of human coordination tools.