February 12, 2026There are cases where synthetic data can be genuinely useful in market research. It can help teams move faster, run more analysis,…- February 4, 2026When people talk about modern marketing, they often fall into one of two categories. Some believe technology will solve everything: faster data,…
- January 28, 2026If it feels like the ground is moving under your insights stack, you’re not imagining it. Your customers are changing faster than your dashboards. …
- January 21, 2026When CPG teams say “demand forecasting,” they are often talking about two different jobs. One is operational demand, the planning and execution side. That world covers supply…
- January 15, 2026Synthetic data is having its moment in market research. Some of that is genuine progress. Some of it is marketing. And some of it is…
- December 23, 2025In the previous article on choosing the right brand equity metrics, we focused on building a tight backbone of mindset, behavior, and financial…
- December 17, 2025Brand equity is one of those ideas everyone nods along with and very few teams feel they’re measuring well. Most marketing and insights teams…
December 12, 2025Brands exist to do more than deliver a product. They represent distinctive functional and emotional benefits in people’s minds, and they are…- December 1, 2025If you work in marketing, you probably know these questions by heart: “How’s that campaign doing?” “Did we get results yet?” “Should…
- November 19, 2025Emerging markets have outperformed developed economies every month so far in 2025 (S&P Global). It’s no surprise that global FMCG…
