Our Thinking

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,...

Time is running out to live our lives to the fullest. The New Year encourages us to reflect on how we spend our time and make changes to achieve our goals.

Deeply understanding the people who use your products or services through market research, can make the difference between winning or losing in the market.

Qualitative research is a bit unfamiliar, but it has a distinct value and purpose alongside quantitative methods that deserves a spotlight. So let's dig in!

Let’s talk about new product development. The journey into the unknown to explore the future of a category, generate innovative solutions, develop a winning product...

The fundamental concept of Human Rights is at a vital intersection of Diversity, Equity, and Inclusion (DEI). In a world that is beautifully diverse, yet plagued by inequality and discrimination, it is crucial to recognize and champion the rights of every individual, regardless of their background, identity, or circumstance

The qualitative vs quantitative research debate is ongoing. But it’s time to stop the chatter and recognize they work better together in helping our clients achieve their business outcomes.