Your customer is probably an idiot, with far less understanding of your category than you'd ever imagine.
Read MoreConsider how asking a slightly different question can provide dramatically different (and more actionable) insight.
Read MoreWhy products with a delayed or indirect benefit have to work even harder at finding creative ways to manage perceptions.
Read MoreDon't think shoppers will forgive or forget very quickly when you build up expectations only to fail to meet them.
Read MoreConsider the remarkable value an antagonistic protagonist can bring to your team through data-based disagreement.
Read MoreA brief introduction to the meaning, approach, discovery and application of shopper insights:
ASK. ANSWER. APPLY. That is our motto.
Read MoreThe best ideas can always be made better by listening to shoppers. If you think your product is already perfect, you're wrong.
Read MoreWhat a company may perceive as an unmet need doesn't mean there is an opportunity for a product or solution people are willing to pay for.
Read MoreUnderstand why a new product is only as strong as its weakest component. Successful new products focus on addressing weaknesses.
Read MoreThe introduction to a series on all the reasons new products fail...along with suggested actions, guidelines, principles and help to reduce the risks.
Read MoreWhy I decided to write these articles and why it should be worth your time to read.
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