Consumers see brands as belonging to categories based on their own perception and life experience. Once consumers pigeonhole a brand, it is hard for the brand to easily change that category perception. For example, Kodak was THE brand name for film photography. It was also the company that invented the […]
Using marketplace tensions to inspire innovation is a powerful way to unlock consumer value. Read the full article for 3-steps to finding & exploiting marketplace tension.
Pets have taken on an increasingly large presence in millennial households. How will innovations for pets and their owners evolve in the millennial landscape?
Consumers are paying close to attention to what they eat, driving food manufacturers to improve their nutritional profile. But what does this truly entail?
Having to make thousands of conscious and unconscious decisions each day makes understanding consumer choice quite the pickle.
It’s not just about Black Friday anymore – holiday shopping now spans longer than ever and needs to be accessible to consumers at any place and any time.
Out of the food produced in the US, 40% gets wasted. Food waste occurs all the way up the production chain and continues once it’s reached the consumer.
Price influences our product experience and communicates a specific message to our brain.