CRM systems are rich in transactional data, but they rarely explain the “why” behind customer behaviour. By combining this data with targeted research, businesses can uncover motivations, identify meaningful segments, and turn raw data into actionable insight that drives smarter growth.
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.
If you’ve spent any time on LinkedIn lately, you might have noticed that a lot of organisations suddenly seem to be “AI-first”. We can see universities launching AI degrees, tech companies weaving AI into their value propositions, and professional bodies talking about how AI will reshape entire industries.
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.
“Brand love” is a phrase that comes up a lot in marketing when talking about consumer loyalty. It’s the idea that if customers feel strongly about your brand, they’ll keep coming back. However, when you look at how people actually behave, loyalty isn’t as simple as just loving a brand.
Most consumer research still treats behaviour as something that happens at the level of the individual. We ask people what they buy, what they intend to do, and how they feel about brands.
Launching a new product or service is rarely straightforward. The statistics aren’t pretty; only 55% of product launches happen on schedule, while 45% are delayed by at least a month, according to a 2019 Gartner survey .
Over the past decade, Halloween has transformed from a modest occasion in the UK into a major seasonal event. No longer just a chance for children to knock on doors for sweets, it has become a key moment on the retail…