How Text Analytics Can Reveal More Insights from Crowdsourced Ideas

In the era of Big Data, it is easier than ever for companies to interact with their customers and access their opinions over the internet. To capitalize on this, companies have created online communities or other platforms to hear feedback and/or recommendations from their most loyal consumers. Some, have even […]

Heating Up the Frozen Aisle: Exciting Lapsed Users With Innovation

Frozen food aisle in a supermarket

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.

What’s Your Brand’s Social Category?

brand perceptions

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 […]