In our formative years, we honed the skill of segmentation at its most basic level. From breaking down words to categorizing colors, food, clothes, and every facet of our surroundings, segmentation became second nature. As we navigated throug...

After the pandemic, the wellness industry, which saw an unprecedented boom with a plethora of products and services promising to enhance physical, mental, and emotional well-being, is now experiencing a shift in trajectory. The fervor of well...

Why do most product launches fail? Let’s understand the importance of concept testing through the example of Coca Cola C2.  In 2005, The Guardian reported in bold letters – “Coke shaken by low-carb failure”. The article s...

Every decision made by man is influenced by a plethora of factors. A consumer’s mindset is no different. In fact, since the 1940s, consumer behavior research as a field has been under constant study, in trying to understand the why, when, h...

A spectrum of businesses today are using neuromarketing by tracking consumer eye movements to understand how customers interact with their products. This information is then used to improve sales by adjusting marketing techniques and product ...

Private sector companies are at the forefront of driving innovation and commercialization in CRISPR-based agriculture. We see various companies, both large and small-scale, leveraging CRISPR-Cas technology to transform crop improvement and en...

The average human eye retains an image for approximately 1/16 of a second, aligning with the brain’s ability to process around 12 images per second. This limited duration of visual perception highlights the rapid pace at which our brain...

What is usability testing? Usability testing is the process of assessing a product or service using real users. The participants will attempt to execute standard tasks during a test while observers watch, listen, and take notes. This study ai...

Overview Brand tracking metrics measures consumers’ awareness and associations with a particular brand. It tracks the performance of a company’s branding efforts. Brand Tracking will help in assessing your brand’s health in a given mome...

What physical and mental health is to the body, brand health is to the business. A healthy brand helps in delivering consistent, memorable, and differentiated experiences to customers. Brands have characteristics that may be liked or disliked...

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