consumer insights

The oldest Millennials keep growing further from the light of youth. On the internet, “Millennial” tends to function as a catch-all for anyone in the age of youth. And even when these generations are named differently, people still tend to believe they are the same. Common ground is often their protest against Boomers. Google it and you can find a meme or two about Gen Z and Millennials banding together to fight Boomers. “Ok Boomer” meme has become their endlessly repeated retort to the problem of older people who just don't get them

We've spent almost 10 years getting familiar with Generation Z and made it our mission to understand who they are, what matters to them, and why it will matter to you. Want to better understand Gen Z and its implications for brands? Check out our new report Gen Z: Refresh.

Saturday, November 16th, 2019  |  Columbia College, Chicago   The thing about being an avid explorer of the world is that exploration never sleeps. At...

We’re all about that human on human insight; that consumer behaviour research that makes one lean back and interlock the fingers across the belly, musing...

A case study for successful innovation. The Sound recently had the opportunity to help develop a modern innovation for a centuries old and beloved British...

This blog is about Gen Z and gender. But you might be asking yourself, what business does a 37-year-old cis straight woman have writing about gender. Believe me, I asked myself the same question. Well, let me tell you why.

Creative Development Research Doesn’t Have To Kill Creativity. Seriously. It doesn’t. It happens all the time. The agency has a few early stage campaign ideas...

The Jobs to Be Done of beauty and grooming. Turns out all those showers, shaves and new hairstyles really add up!

Let’s play a quick game. On average, how many times a month do you engage in a beauty or grooming-related behaviour? It’s kind of like guessing the number of M&Ms in a jar, but instead, counting how many times people shower. Or brush their teeth. Or take their vitamins. Or have a good laugh with friends. You get the picture.

A Cannes case study We couldn’t be more proud of the brand strategy work we did that lead to a transformation for the Dollar Shave...

Life is not yes or no. An the power of quantitative research does not lie in simple yes/no answers, confirming hunches or sizing qualitative insights...