The pumpkin spice latte has proven itself to be much more than a seasonal beverage. It’s been the subject of much public discourse, as its annual advent represents not only the start of fall as an actual season, but a contemporary and distinctly American cultural energetic shift – the succession of one ephemeral season (or…

When does an icon become a relic? Nike’s slogan “Just Do It” has been around since 1988.

When ideating a marketing campaign that’s going to resonate with your target audience, it’s vital to prioritize messaging that fosters authentic consumer connection. Pandering too much to an algorithm or relying on one-dimensional data to maximize virality can have adverse effects on your efforts — there’s no hack for making your way to a real…

Picture a classic American sports bar—a platter of crispy Buffalo wings slathered in tangy hot sauce, alongside a bowl of cool, creamy ranch dressing for dipping. It’s as iconic to U.S. taste buds as fish and chips are in Britain. Yet across the Atlantic, many Europeans scratch their heads at the hype. Why do Americans…

Innovation leaders, brand strategists, and insights professionals face a constant trade-off: Balancing the need for confidentiality with the benefits of real-world, identity-forward testing. When launching a new product, service, or positioning, how can a brand shield its ideas from competitors while testing them in-market?

Coachella isn’t just a music festival — it’s a mirror. Every year, it reflects where culture is headed next, giving brands a real-world preview of what’s gaining traction with the next generation of consumers. And this year, the message couldn’t have been more clear:

Private label brands are on fire right now. Even as inflation cools, U.S. consumers continue to gravitate toward store brands, not just because of price, but because of shifting perceptions of quality, taste, and innovation. Meanwhile, ongoing tariff discussions threaten to raise costs on key consumer packaged goods (CPG) categories, pushing both retailers and national…

Last month, the Orchard team attended Quirk’s LA, where industry leaders shared insights on the evolving market research landscape. From audience segmentation to AI’s growing role in research, here are some of the key themes that stood out.

More people are rethinking their drinking habits, and it’s changing the beverage industry in big ways. Whether they’re cutting back or giving up alcohol completely, consumers are looking for new options that fit their lifestyle. This shift, often called the “sober-curious” movement, is picking up speed, and brands need to pay attention.

Unexpected brand collaborations are everywhere. From Crocs teaming up with Pringles to Taco Bell and Cheez-It crafting crave-worthy snacks, these partnerships are bold, creative, and buzzworthy. But not all collaborations succeed—some leave consumers scratching their heads rather than rushing to buy. So how can brands predict whether their pairing will spark excitement or fall flat?