Innovative products rarely fail because of the idea itself. More often, success depends on aligning the right audience, clear proposition, and effective pricing. Without this alignment, even strong concepts can struggle to convert interest into real demand.
Trying to appeal to everyone often leads to diluted messaging and missed opportunities. By identifying and prioritising high-value audiences, brands can focus their strategy, improve relevance, and unlock more efficient, sustainable growth.
Easter 2026 reveals a more intentional shopper; balancing value with selective indulgence. Consumers are still spending, but they are more considered, seeking products that feel genuinely worth it while showing a growing appetite for innovation that the market is not fully meeting.
Many premium travel brands assume they understand their audience, but internal assumptions often miss the mark. True “premium” appeal is driven less by luxury features and more by emotional needs, identity, and market-specific expectations, making robust audience insight essential to effective positioning.
For many organisations, the most significant commercial opportunity sits within their existing customer base, rather than with new prospects. These are customers who already trust the brand, already use the product, and already have an established relationship.
Most businesses know their costs, understand their margins and have a sense of what competitors are charging, yet pricing still ends up being one of the most debated and uncomfortable parts of launching or refining a product or service.
Understanding your customers is the foundation of any successful business. In an ideal world, companies could communicate with every customer on a one-to-one basis, tailoring their products and messaging to suit…
As the new year begins, one thing you can depend on is that people across the UK are resolving to lead healthier lifestyles. For many, this resolution also includes the intention to lose weight.
Over the past year, the phrase ‘cost-of-living crisis’ has become prevalent in the media. The rapid increase in prices of food, energy and other essentials has resulted in significantly reduced disposable income that…