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Customer Insight

Brands that tap into people’s deepest desires make strong lasting connections with those people. Deep desires most often come from a feeling of lack but can also result from seeking a place of safety, peace or comfort. Customer insights are gained on a deeply emotional level.

Customer Insight

The Mistake Of Asking Consumers What They Want

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The Mistake Of Asking Consumers What They Want

Asking consumers what they want is so passé.

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Customer Insight

Segmentation Reveals Marketing’s Easiest Targets

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Segmentation Reveals Marketing's Easiest Targets

Done well, market segmentation can do so much.

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Customer Insight

How Segmentation Drives Brands

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How Segmentation Drives Brands

At the heart of everything that marketers do resides a notion so fundamental, so basic, it is the engine that makes the free market tick.

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Customer Insight

Solving Brand Problems With Behavioral Science

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Solving Brand Problems With Behavioral Science

One of the appealing aspects of behavioral science is that rather than being a single, over-arching theory, it’s a broad collection of biases.

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Customer Insight

Converting False Customer Claims To Brand Insight

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Converting False Customer Claims To Brand Insight 

David Ogilvy famously said, “The trouble with market research is that people don’t think how they feel, they don’t say what they think and they don’t do what they say.” This skepticism towards claimed data is shared by most social psychologists.

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