In brand strategy research, the real challenge is to cleverly combine conclusions from qualitative research with quantitative U&A projects.

The pace and the budgets spent on innovation research today must be adapted to the pace of operation of the most modern businesses.

Packaging must most often pass the test in conditions where the buyer’s in-store navigation is governed by System 1, and not by well-thought-out decision-making processes.

David Ogilvy’s famous quote: “Great marketing only makes bad products fail faster” remains valid.

Studies exploring the early creative material require noticing the potential behind the idea. When testing the animatics and the final executions, we make use of solutions that bring together System 1 and 2.

The pandemic has changed the way shopper studies are being conducted. Some of the research methods we have recently developed will stay with us for longer.

Consumer experiences are the key factor in shaping consumer needs and expectations. A positive Customer Experience not only translates into consumer satisfaction but also into their loyalty and their future purchase habits. The product itself and its marketing are not enough anymore. Ideally, CX should be coherent with the brand promise and with what the brand stands for.

In the past, we used to finalize research process with workshops. Nowadays, it is increasingly more common to run a workshop instead of conducting research. A tailor-made Action Plan designed for the brand or for the organization is the end target which is slowly replacing the standard data processing.

Careful analyses based on reliable cause-effect relationships help people understand the business. In our uncertain times, market analytics calls for up-to-date consumer data. That is why, we make use of this data to combine information about consumers, brands, the economic context and the business and put these elements together in a coherent picture.

E-commerce is no longer an additional sales channel but the reality brands need to be part of. That is why, it is even more important these days to understand how shoppers make up their mind in the online channel and to discover the factor responsible for the success of some stores and the failure of others.