Our Thinking

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.

Asian American and Pacific Islander (AAPI) Month is celebrated in May and is a time to recognize the rich heritage and contributions of AAPIs to...

We’re sure it’s on your mind right now. And not just sitting in the back of it. But right there, at the forefront. Because it...

Younger generations are not a lost cause when it comes to the alcohol category. Far from it. Yes, Gen-Z and Millennials have been steadily reframing...

Quantitative research is the aggregation of voices distilled to numbers that uncover trends, illuminate relationships, and correlations that inform decision-making with solid evidence and clarity. The wonder of quantitative research is that each data point, or row in a spreadsheet, is a person and has a human story to tell.

For alcohol brands, building cultural relevance starts with cultural understanding. Brands need to recognize that popularity and trends are byproducts of culture, and focus on identifying the communities and sub-cultures that matter to their target customers, recruiting differently, and building with the people who matter to their brands, instead of for them.

So you need to build a brand strategy that will deeply connect with people and drive growth. Before we talk about how to build a...

In the dynamic realm of market segmentation strategy, adopting a people-centric perspective is essential. The Sound’s style transcends the simplicity of static categories, embracing the...

Trends don’t change very often. And that’s‌ kind of the point. Their job is to make sense of and unpack an observable shift in culture,...