Consumer Research

While the demise of cookies may have expedited the shift to zero-party data, consumer demand is driving its adoption. Privacy and personalization are key concerns for consumers, and zero-party data delivers both. Typically obtained through interactive experiences, opt-in forms, or consumer surveys, zero-party data comes directly from consumers. It can…

Customer preferences and behavior are constantly evolving, which is why businesses strive to keep pace with the changes to stay competitive and leverage emerging opportunities. The motto for businesses has always been “know your customer”, something that has become even more pressing in today’s digital age. Businesses that have an…

Marketers who are aware of these concepts are better able to design products and experiences that speak directly to consumers’ irrationalities. — You’ve probably heard of behavioral economics, but do you know the underlying psychology behind it? If not, you’re missing out on some key tools for designing more effective consumer experiences. That’s why we’re going to walk through a few key concepts from behavioral economics and how they can be applied…

Systems architects are important stakeholders and buying decision makers, so it’s important for product marketers to design for this persona. — The terms “systems architect” and “software architect” are often used interchangeably, but they have different meanings. A systems architect is a technical role that requires both strong technical knowledge and management skills. Systems architects should be versed in multiple areas of application design and development, including engineering, coding, user-interface design…

Social media enjoys high exposure in Africa Of all the communication channels available today, social media is the channel that most people claim they have been exposed to in terms of brand and advertising messages, since Covid-19. This exposure to social media is particularly high in Africa, with South Africa, Kenya and Nigeria leading the pack in…

With each passing day, there is a growing choice of platforms for people to consume news, entertainment, sports and engage socially on. At the same time, this leaves marketers and brands with a difficult choice of having to choose between the various platforms or prioritize one over the year. …

Every successful brand has, at its core, an in-depth and robust understanding of consumer behaviour. Not just a picture of what customers want, but the dynamics of the wider marketplace. It seems almost routine today — but this hasn’t always been the case. …

When it comes to how market research is perceived by those outside of the insights industry, most stakeholders see market research as simply a way to create the best products and services for their own customers. …