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Customer journey mapping is the process of creating a visual representation of the steps and touchpoints a customer goes through in their interaction with a company. It aims to understand the customer’s needs, emotions, and motivations at each stage of the journey.  The importance of customer journey mapping lies in its ability to improve the […]

When the US home improvement retailer Home Depot attempted to enter the Japanese market in the 1990s, it failed to gain traction due to intense competition from local retailers and cultural differences. And when UK supermarket giant Tesco attempted to enter the Japanese market in 2003, it failed to gain a foothold and eventually withdrew […]

In today’s rapidly changing and highly competitive business environment, companies must remain vigilant to stay ahead of their competitors. This is where competitive intelligence (CI) comes into play.  Competitive intelligence gathering is a systematic and ethical process of collecting, analyzing, and using information about one’s competitors, market, industry, and customers to gain a competitive advantage.  […]

Ethnographic research is a qualitative research method that systematically studies social and cultural phenomena within their natural contexts. It involves observing and recording human behaviour, practices, and beliefs, often through immersion in the field, participation in activities, and in-depth interviews with participants. Ethnography aims to understand the experiences, perspectives, and culture of the people being […]

Conjoint Analysis is a market research technique used to understand how consumers value different product or service features. It involves presenting participants with a series of product profiles that vary in their features and asking them to rate or choose the profiles they prefer. By analyzing the data collected, researchers can determine each feature’s relative […]

UX (User Experience) refers to the overall experience of a person using a product or service, including how easy or enjoyable it is to use and how well it meets their needs. In market research, UX research helps to understand how users interact with and perceive a product and identify improvement areas. UX market research […]

You must start market research with a plan. The research design is the strategy that answers your research questions. It sets the tone for how you gather and analyze data.  What is Research Design? Research design is the framework or conceptual structure within which research is carried out. It includes the research elements, methodologies, and […]

We live in the experience economy, meaning brands no longer only compete on the quality of their products but also their impact on consumers. In the experience economy, experiences are first, products and services second. First coined by economists B. Joseph Pine II and James H. Gilmore in 1998, the experience economy describes an economy […]

Biometrics refers to identifying individuals based on their unique physical or behavioural characteristics, such as fingerprints, facial recognition, voice recognition, and iris recognition. By utilizing biometrics, companies can gain valuable insights into consumer behaviour, leading to more informed marketing decisions and improved strategic outcomes. The market size of the biometrics industry is growing rapidly, with […]

Emerging Trends in the Global Beverage Industry is an in-depth guide providing insights into key trends shaping the alcoholic beverage category in the U.S., U.K., Singapore, Japan, Indonesia, China, Thailand, Vietnam, and the Philippines, with examples and case studies from leading global brands.  This report is for beverage brands, retailers, distributors, investors, bars, restaurants, and […]