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Viral for the right reasons: what knowing your audience actually looks like
We always hear about the cringe-worthy viral brand moments, but what we hear less are the positive ones that work, connect with consumers, and actually convert.
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Re-routed down memory lane: the rise of nostalgia marketing
What does a point-and-shoot digital camera available on TikTok Shop, Adult Happy Meals, and 8-bit games for Nintendo Switch tell us about what’s working in marketing?
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Marketing mindfulness: Dry January & what it means for alcohol trends
Going sober is having a moment, and the proof is in the numbers –– alcohol sales have dropped 5% in the last year.
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Why AI alone can’t answer your market research questions
Even if an AI model is trained not to lie, flawed data still does. If you’re collecting data with outdated research methods like surveys or incentives, AI won’t change anything about its accuracy. It might not be intentional, but prompting an AI, even an in-house one, with your flawed data won’t uncover new, meaningful insights. The data is the data – asking AI to parse it won’t make it better quality.
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The 0.3 second reality: Why surveys miss how people actually buy
Picture this: You’re on the couch after work, aimlessly scrolling, when a 15-second video stops you mid-scroll—suddenly you’re watching a skincare routine you never knew you needed. A few taps later, that $47 serum is in your cart.
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Allagash Brewing on staying relevant in a changing beverage landscape
The beverage industry is undergoing rapid change. With the rise of hard seltzers, the “sober curious” movement, and a flood of non-alcoholic (NA) beverage options entering the market, even the most established craft beer brands are rethinking how they connect with drinkers. For Allagash Brewing Company, a pioneer in the craft beer space known for…
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Go where your consumers live: unlocking social media as a real-world market research laboratory
Market researchers are facing a persistent challenge: traditional research methods struggle to capture quality data that can accurately predict how consumers will actually behave. Yet, the solution is right in front of us. In a new article for Greenbook, Client Strategy and Insights Manager, Jordan Neve explores how to unlock real-time consumer insights by using…
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How beverage brands can tap into sober-curious consumers
More people are rethinking their drinking habits, and it’s changing the beverage industry in big ways. Whether they’re cutting back or giving up alcohol completely, consumers are looking for new options that fit their lifestyle. This shift, often called the “sober-curious” movement, is picking up speed, and brands need to pay attention.
