For several years now, we’ve been advocating a shift from Consumer Insights to Human Insights. That means going beyond an analysis of the consumer part of people – that part that shops, buys and consumes – and listening to the whole human being. But this can come across as sounding a little, well, soft – […]
Everywhere you turn these days you hear people talking about Consumer Experience or CX. For a few, it is relegated to the digital or “User Experience” people have with a brand’s digital properties. For many more, it means more broadly tracking and improving the consumer journey through various “touchpoints” with brands. For some others, it […]
Jim White presents “Brands & Narrative Identity: A New Way to Think About Brand Strategy” at the 2017 IIeX Global Insights Conference.
I used to have a boss in the market research business who would ask, “How do you get interesting insights?” To which he’d provide the answer “Ask interesting questions!” One way to guarantee interesting questions in market research is to stop pursuing Consumer Insights and start pursuing Human Insights. In recent blog posts, we’ve argued […]
By Jim White I hear a lot of marketers these days say their companies are “consumer-centric.” I used to think this was a good thing. But I’ve changed my mind. Being consumer-centric is good. But it’s not good enough. To be a truly transformative brand — one that enjoys true loyalty, passionate advocacy and a premium […]