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How to Prepare for Successful Business Transformations

How to Prepare for Successful Business Transformations

There’s a well-worn saying in business that the only certainty is change, and this year has proven that to be true by exponential levels. Entire industries found themselves faced with the need to plan and transform their businesses in the face of tremendous unknowns. Now, as we enter September of 2020, with the initial abrupt disruptions behind us, what does it mean to look ahead, and begin planning for the future? Business transformation matters now more than ever and agility and forward-thinking scenario planning have never been more important. Building a Roadmap for the Future in Times of...
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How to Find the Right Product-Market Fit

How to Find the Right Product-Market Fit

Since the dawn of man, every entrepreneur believes they have the magical product that is going to change the game, revolutionize the market, blaze the trail, and yes, make the world a better place. It’s the type of hyperbolic startup language we’ve come to quickly identify and dismiss because we know at the end of the day, venture capitalists don’t really back products – they back winning business models. So, how do you skip the tech jargon and get straight to a hair-on-fire business model? There may be no better litmus test than that of the elusive “product-market fit.” Coined by Marc...
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The Role of Research to Develop Personas

The Role of Research to Develop Personas

New Year, New You It’s January again, and as with every year, many people are seeking to better themselves. The blank slate of a new year is full of endless possibility. Brands are not immune to this pursuit of self-improvement either. Equipped with a renewed budget and a clear head from the holiday break, many businesses are wondering what’s the best way to save time and money, turn insight into action, and find a meaningful place in their customers’ life. If you’re not already, it’s time to unleash the power of personas. Too often, brands are created, products are developed, and campaigns...
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Customer Journey Mapping: The Key to Delivering on the Experience You Promise Customers

Customer Journey Mapping: The Key to Delivering on the Experience You Promise Customers

Everyone’s Offering ‘A Great Experience’ Today, brands that aren’t focused on the entire customer experience simply can’t compete. Every touch point counts. Every interaction matters. Brands are expected to live up to their promise at every moment. And to do so, everyone within a business must behave in ways that help make this promise ring true authentically. We see a lot of brands today differentiate themselves on “great experience” or “unparalleled service.” But in order for businesses to truly commit to creating unrivaled customer experiences, they have to fully align their value with...
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Emotive Data: Designing Quantitative Research for Emotional Insight

Emotive Data: Designing Quantitative Research for Emotional Insight

Emotive Brand may not seem like a green eyeshade kind of place. After all, we’re in the business of creating emotional connections between brands and people. You may ask, “Why use quantitative research at all? Isn’t qualitative better for emotional insight?” In fact, we find quantitative research very rich – and extremely useful for building our clients’ brands and businesses. Qualitative insight is important too, but whenever we can, we start with quant. It helps us move the needle on both functional and emotional measures. It also provides a baseline from which to measure change. We...
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