However beautiful the strategy, you should occasionally look at the results.
I used to treat research like a referee’s call. If a study said something, that settled it. Then I watched a team spend three months rebuilding an onboarding flow because …
When to Ignore the Research (Yes, Really) Read More
A few years ago, I sat in a meeting where a team celebrated a 12% lift in click-through rate on an email campaign. The dashboard was green, and everyone high-fived. …
A Spreadsheet Can’t Tell You How People Feel Read More
Look at retail reports today, and you will experience severe economic whiplash. On one hand, luxury storefronts report steady traffic, and experiential travel sectors boast record bookings. On the other …
The K-Shaped Consumer: Why Brands Are Confused by Today’s Splitting Wallet Read More
If you look only at consumer spending, the economy seems to be doing pretty well. But if you ask consumers how they feel, you get a very different answer. U.S. GDP …
Consumers Are Spending — But They’re Worried Read More
Something has changed in the relationship between consumers and brands. Spend a little time reading conversations about grocery shopping, restaurants, household products, and everyday purchases, and you’ll quickly spot the …
The Shrinking Trust: How Price Hikes Affect Brand Loyalty Read More
If you felt a little pit in your stomach checking the news on September 16th, you weren’t alone. The Federal Reserve raised its benchmark interest rate by a quarter point, …
Understanding the Fed’s Rate Hike and Its Consequences Read More
Want to know what consumers really think about CPG brands? Forget the 40-page brand-health PowerPoint for a minute and spend a few hours reading Reddit threads, TikTok comments, product reviews …
CPG Brands Have a Consumer Problem—and Social Media Is Telling Them Exactly What It Is Read More
The American consumer has proven incredibly resilient. Despite inflation, rising interest rates, costly housing, higher insurance prices, and continued economic uncertainty, consumers keep spending. And for good reason, because consumer …
Consumers Drive the Economy—But How Much More Can They Take? Read More
So much has changed since the pandemic when it comes to consumers and the way they shop yet too many brands continue to market like the good old days of …
Don’t ignore your best customers Read More