The art of and the science behind developing shopper insightsAround this time of year, when I see all the children return to school after a summer vacation, I get a little nostalgic. My memories transport me back in time and I remember when I had to have the coolest back-to-school
Insight Development: a Practical How-ToOn my journey into becoming a brand and innovation consultant, I had to work extremely hard to turn my raw empathy skills into a tool that would help me develop a useful outcome: the consumer insight. Just as important has been learning how to cultivate this
Despite witnessing industry after industry being disrupted by new tech-enabled models, overall macroeconomic trends tell a distressing story. Consumption among the world’s rich and middle class is at its limit, and the foreign aid approach of the world’s largest NGOs to helping developing economies are largely ineffective in alleviating poverty.
…. from kick-starting innovation in your organization.Seconds Away from kick-starting innovationWe have developed a new approach for kick-starting innovation within companies, given their status quo. Given the current level of talent, but independently of the company's culture and given the current process for innovation. Why did we do that? Because,
Giuseppe Cavallo is the founder of Voxpopuli in Barcelona, and he just published his first book: "Marketing of Happiness". These are the passages of our interview on the subject. Q. We have seen a growing number of marketing sub-disciplines, which are less focused on immediate consumption (e.g., demarketing, social marketing, sustainable
The past few months have been characterized by a scandal that is set to re-shape our trust in the automotive sector. More importantly this bad publicity is damaging one of the most loved and trusted brands in the sector, Germany’s Volkswagen.Experienced brand marketers know very well that building a brand