This generational playbook series explores how each generation was shaped by the rise of the internet, social media, and the cultural moments that defined them. We look at what traditional research says drives their decisions — and reveal the moments where their behavior tells a different story — to help brands rethink how they market…

It used to be that if you could even get in front of consumers, you’d be ahead of the competition. With modern social media, though, it’s easier than ever to get ads in front of your target audience, but that doesn’t mean the job is done. And the hardest part may not even be what…

Imagine it’s a slow day at the office. Maybe you’re scrolling through an online sale, or firing off a couple quick texts to a friend. Perhaps spending a couple extra minutes around the water cooler, chatting with coworkers about current events. Just as you’re getting a little too comfortable, the CEO pops up next to…

Market research has traditionally been conducted in plain view, in the form of voluntary or incentivised surveys. What these methods neglect to account for is the observer effect, which causes subjects to alter their behavior because of the sheer fact that they’re aware of someone watching them. Subjects often become more self-conscious, and their behaviors…

This generational playbook series explores how each generation was shaped by the rise of the internet, social media, and the cultural moments that defined them. We look at what traditional research says drives their decisions — and reveal the moments where their behavior tells a different story — to help brands rethink how they market…

Welcome back to our series on data biases. We’re breaking down the different ways data skews in traditional market research; specifically, how they can corrupt the data you base your biggest decisions on. So far, we’ve discussed social desirability bias, acquiescence bias, and recency bias. Today we’re unpacking confirmation bias, which stands out among the…

This generational playbook series explores how each generation was shaped by the rise of the internet, social media, and the cultural moments that defined them. We look at what traditional research says drives their decisions — and reveal the moments where their behavior tells a different story — to help brands rethink how they market…

We always hear about the cringe-worthy viral brand moments, but what we hear less are the positive ones that work, connect with consumers, and actually convert.

Welcome back to our series on data biases. We’re breaking down the different ways data skews in traditional market research; specifically, how they can corrupt the data you base your biggest decisions on. We’ve discussed the ways consumers subconsciously want to control how they’re perceived with social desirability bias and the ways acquiescence bias can…

You ran the survey, and eighty percent of respondents said they loved the idea for a new feature to streamline services. You develop it, and six weeks in, barely anyone is using it, and all that time spent creating it feels like a waste. Sound familiar? The problem might not be your product – but…