In an age increasingly dominated by numbers, "scale" and artificial intelligence, there's an equally important need: contextual, in-depth understanding of customers - as real people, not just consumers. Personas are a key tool in this part of consumer centricity.
The world of sales is immensely important - but not an area that many in market research have experience with. We explore what the two actually have in common, and what they could learn from one another.
Inclusion and diversity are - alongside equity - hot topics. They're also very complex issues. Ensuring the full spectrum of LGBTQIA* voices are heard and reflected accurately in communications approaches is essential.
In our previous Gen Z file, we explored this generation's remarkable resilience - a crisis-resistant lot, it seems. But will the long lockdown months have changed things? As the severity of the pandemic recedes, we explore their future outlook and mindset: what's changed?
How has the pandemic impacted on qualitative research? We explore recent developments in fully digital qualitative approaches.
H/T/P is presenting a case study at the upcoming ESOMAR digital conference on 9th March 2022. It shares research learnings that helped the German Government "get diversity" and build a bridge to the LGBTQIA* community.
What’s the new normal all about? H/T/P conducted a global qualitative study using our TrueStories storytelling techniques to explore how brand relationhips may change, summarized in seven hypotheses.
What makes today’s teenagers tick – how are these digital natives different from Millennials? Our younger researchers have been hanging out with teens in our own Gen Z community over the past months and years, chatting, getting to know them better.
Teenagers still seek in-person conversations with their peers when it comes to the more important things in life – relationship issues, personal problems for example - even if it’s screen-to-screen. H/T/P spent time hanging with digital natives to explore the interplay between digital and analogue amongst this most digital of cohorts.
Our communication is increasingly visual – think Instagram, Snapchat etc. Research approaches need to keep apace.
Online, offline, back to online... the future of shopping has never been more exciting, paths-to-purchase notoriously unpredictable.