Marketing and Research Consulting for a Brave New World
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Traditional consumer research is maddening because it is rarely actionable. Here is how to fix this in a digital and social age.

because of specialization, insight functions are driven to dehumanize the customer experience. What we can do about it…

With 80% of new products failing and with most of the breakthroughs actually being line extensions, we have to admit the CPG approach to innovation is broken. here is how to fix it

Concept testing and choice experiments throw the insight that consumers are creatures of habit out the window. We force people to tell us if they are interested in a particular new product idea without studying how to disrupt existing consumer habits and rituals.

As behavioral economists know, Adoption of new choices requires breaking consumer habits. In this way, marketing is fundamentally about disruption.