Published Articles

While traditional ask-answer approaches for qualitative research moderators will still exist, the time is now to look at opportunities for more meaningful connections.

When a customer feels valued, they will in turn provide higher value and deeper insights to an organization; it's that simple.

A company’s resilience and longevity are often contingent on leadership ability to handle adversity. But adversity comes in different shapes and sizes, so how do leaders respond to crises and how do they adapt when business landscapes evolve?

Along with the shift to stakeholder capitalism, corporate purpose beyond profit continues to rise in prominence. But how effectively do these investments deliver on business outcomes?

How can leaders ensure business resilience when their worlds aren’t right-side up? Read as we discuss four basic principles she leans on in times of elevated uncertainty to propel a company forward.

Like so many other adjustments swiftly forced upon us, shifting from physical to virtual approaches in ethnography is imperative in order to connect with and learn from consumers. Discover four ways pivoting to virtual ethnography can bring new value, and even provide what we have been missing all along.

Many companies claim to be customer-centric, yet too many calculate their business prowess using internally-focused metrics. Learn how leveraging Customer Performance Indicators (CPIs) as success metrics can be transformative for both employee engagement and the ability to cultivate value for customers over the course of their lifetimes.

With the rise of cable-cutting and a growing generation of “cord nevers,” it’s clear the era of traditional mass messaging is over. Learn why brands need to fundamentally rethink strategies as we transition from mass messaging to targeted storytelling.

Focusing on employees and focusing on customers are not mutually exclusive—they’re highly synergistic. As we shift from responding to crisis to embracing this unprecedented era of change, we must also embrace moves to engage and empower our employees.

We can all agree this year has forced us to respond and adapt in ways faster than ever before. And make no mistake, uncertainty is here to stay.

As retailers and etailers struggle to keep products stocked, many of us can attest to forgoing our favorite brands for any available brand on the shelf.

As organizations strive to connect with consumers in meaningful ways, it is time for brand storytellers to go back to basics and swiftly yet strategically reassess the characters and heroes of today’s storylines.

As many organizations struggle to navigate the uncertainty of the here and now, let alone the long term, understanding what matters most to this generation can help paint a clearer picture of tomorrow and fuel strategic future planning.

Long before a mysterious virus entered our lives, we were in the midst of a more hidden, but still ominous epidemic of loneliness. Companies that put people before profits and form reciprocal relationships are the ones that will come out of this critical moment ahead.

Now, more than ever, what the “new normal” will look like for all of us—as human beings and as consumers—is largely unknown.

With stay-at-home orders, people are looking for ways to connect to others—and brands have a unique opportunity to be that connector. Those that invest in deeply understanding the changes in consumer behavior as well as their mindsets and needs will be able to differentiate and create lasting lifetime value.

With the rise of human-centered design, design thinking, and similar frameworks that preach a focus on user needs to guide innovation and solutions, many organizations are struggling to truly operationalize it as a day-to-day practice.

In this time of overwhelming uncertainty, how do we go beyond crisis management and connect with individuals in a way that exceeds textbook customer centricity?