Kombucha tea anyone? Or maybe a turmeric shot? An increasing number of consumers are taking a proactive approach to their health and wellbeing, but not necessarily in the traditional formats we have become used to.
Context is King.
In all research, no matter what technique you are using, surveys, focus groups, online communities, social data analysis, or Big Data science work, establishing context is a critical task.
Recently, we were lucky enough to host an exceptionally insightful event where we brought together a group of 25 senior leaders from the CPG industry who shared their experiences, best practises and learnings in the field of progressive consumer insights and marketing.
Are you still waiting until products show up on the shelf to understand the market and take action? ‘Chief Forecaster’, Stephan Gans, from PepsiCo explains how that was the industry norm until recently.
Lipstick out, moisturiser in
Back in August, the famous ‘lipstick index’, a phrase coined by Leonard Lauder signifying the resilience of cosmetics during times of economic turmoil due to consumers turning to makeup as an affordable indulgence, was substituted by the ‘moisturising index’.
Break the COVID research paralysis and get your 2021+ innovation pipeline back on track.
Covid-19: A perfect storm for Insight and Innovation teams
We Brits tend to be rather good at weather metaphors. In the early days of Covid-19, we likened the confusion, uncertainty and sense of darkness that many of us were feeling to being caught in a storm.