Often we hear more about how disruptors succeed than how they fail. However, while many new businesses seek to disrupt – i.e. to find ways to do things better than brands already established in the contested space – most new businesses close down within a […]
Generational marketing has become almost a default segmentation for some brand owners. Most of the consumers in the market today are found within the generations born since World War 2 (i.e. after 1945). Names have been given to distinct segments that have emerged over this […]
As marketers and market researchers, we’re constantly trying to understand consumer behaviour so we can better tailor products and services to their needs. Therefore, a thorough understanding of how people make choices is crucial to beating the competition. Although human decision-making behaviour is highly complex […]
