Segmentation you can actually feel.
Great segmentation doesn’t announce itself, it shows up as something that feels obvious, human and true. That’s when segmentation research […]
Segmentation you can actually feel. Read More »
Consumer Behaviour and Culture
Any thoughts on trends, behaviour shifts or human insights
A keychain, a coffee shop and a lesson in “spontainment” for brands.
A reflection on “spontainment”, brand experience and why unplanned joy works best when guided by real consumer understanding. Last year
A keychain, a coffee shop and a lesson in “spontainment” for brands. Read More »
Why Escapism Fuels Creativity, and Growth for Brands
As AI reshapes daily life, arts and crafts offer a powerful lens into authentic escapism, consumer needs and untapped segmentation
Why Escapism Fuels Creativity, and Growth for Brands Read More »