How digital ethnography is critical to understanding the changing world of food and beverage
6 min readDigital ethnography has rapidly become a powerful tool for understanding consumer insights and motivations. For the food and beverage industry, it can deliver more precise, enduring, and actionable insights.
Empathy and its link to EBITDA
7 min readIn a world where consumers say that they wouldn’t care if 74% of the brands they use disappear and feel that less than 27% of brands improve their lives and well-being, the need to bond more closely with consumers is becoming more urgent.
The visibility of LGBTQ+ individuals in media and their representation in campaigns, ads, and content has a lasting impact on creating an inclusive social atmosphere.
This article acknowledges the leaps AI has made for our industry but also highlights the pitfalls of distancing ourselves from the people we seek to understand.
The quietly brewing storm
6 min readConsumer response to the rising cost-of-living crisis in the Gulf countries
What do an apathetic cartoon monkey, the first tweet ever tweeted, and the viral noughties video ‘Charlie bit my finger’ have in common? They’re all NFTs (Non-Fungible Tokens) sold for £900k, £2.1m, and £53k, respectively.
Downshifting lifestyles
6 min readWhat does this mean for brands?
Identity conflict
4 min readUnpacking conflict & tensions across consumers' multiple identities
Expecting the worst
6 min readHow brands can embrace pessimism following the COP26 conference in Glasgow