A milkshake is never just a milkshake. Not when you look at the moment it’s being bought. At 7:45 AM, I’m in a McDonald’s drive-thru—not for dessert, but for something to get me through a long, quiet commute. I want something to hold, something to fill me up, something to break the monotony. In that … Uncover the context of consumer choice
In a world where dashboards refresh by the second and KPIs cover every surface, something surprising has happened: We’ve made data easier, yet decisions harder. This isn’t an information failure. It’s a misplacement of attention. We’ve been conditioned to believe that more data equals better decisions. It does not. The truth is, data doesn’t make … Better decisions: the certainty myth
In brand reputation management, strength isn’t just about visibility – it’s about resilience. When a single tweet can spark a reputational wildfire, proactive brand management has never been more critical. And while reputation building and risk management are two sides of the same coin, many focus solely on the former. But true brand resilience lies … Building a resilient brand
Customer segmentations are underutilized. They typically inform marketing and product decisions, and only marketing and product decisions. This approach can be very successful, but it only touches the surface of what a segmentation is able to do. We recently worked with a B2B telecommunications client eager to leverage segmentation to not only inform marketing and … Successful B2B segmentation