Our Thinking

Discover how effective market segmentation strategies help your business understand customers, improve marketing ROI, and drive sustainable growth.

The Sound reflects on the role AI plays in qualitative analysis and the importance of human beings continuing to “show their work”.

When being able to innovate in less time is no longer just a pressure, but a competitive advantage – how the hell are you expected to keep up? You can get to great ideas in less time, if you plan for it.

Ever walked out of a brand strategy or innovation workshop feeling like you've just spent hours in a brainstorming black hole? This quickstart guide is your no-BS blueprint to designing and executing workshops that don't just meet expectations—they blow them out of the water. Let's get real and make your next workshop a game-changer.

So, do you miss it? Do you miss having a participant’s cat crawl up on your lap as you’re observing an in-home ethnography? Do you miss having an impromptu analysis session with your moderator to post a full night of IDIs? Do you miss watching a focus group from behind a mirror and witnessing in person people’s gut reactions to a new ad campaign?

Understanding Cultural Micro-Moments Cultural micro-moments are those fleeting, real-time opportunities when people’s attention is captured by a shared event, trend, or emotion-often amplified by digital...

The Sound tackles the question ‘What’s a Consumer Insight?’, and how to uncover the meaningful, actionable kind that moves people and brands.

Effective brand marketing is the act of crafting an identity for a brand, and it separates the brands you care about from the brands you don’t.

The women's health market is booming, expected to reach $45.5 billion by 2025, with investors now funding new areas like menopause, mental health, and holistic wellness. Brands are now motivated more to create products specifically for women's needs.

How can AI contribute to the preservation of DEI?