Brand building. It’s one of the most significant levers a company has to drive business growth. According to McKinsey & Company, strong brands perform better financially, consistently beating other brands … Continued

“We don’t need research. It’ll just tell us everything we already know.” There you have it. My most dreaded statement. As a research professional with 25 years of experience, this … Continued

Google “Millennials and travel” and 34,700,000 results appear in 0.47 seconds. Look closer and something else appears too: travel brands that are desperate to cater to this younger, up-and-coming generation. … Continued

First, what is market segmentation?  Simply put, segmentation is a way to rank the value of customers and prospects, separating those you want from those you don’t into targetable groups. Why … Continued

Here’s a question: Can you uphold your company’s reputation if over 90% of your employees don’t understand how to effectively represent the company brand? Short answer: no. In fact, if … Continued