INSIGHTS LIBRARY

In user research, we often assume that improving every feature automatically leads to happier customers. But reality is trickier—not all features are created equal in the eyes of consumers. Some create delight, others are just expected, and some don’t matter at all.  To better understand this, let’s learn about the  Kano Model  which is one of the best tools for making sense of this complexity by explaining how different product or service features influence customer satisfac

A Toast to the Living Legends of Marketing! In this series, I discuss the work of some of the key marketing thinkers in the context of my own experience of working with love-mark and emergent brands. In the first write-up, I share my ‘S.C.H.O.O.L’ of thought taking on fundamental insights from Kotler & Sharp and find harmony and progression vs. conflicting ideologies (perhaps because I’ve been using both for years now)!!   The Birth of Modern Marketing For decades, Philip Kot

Given that boomers, Gen X are the global terms, most of the literature on generational shifts is western. We tried to piece together a view across generations – via our work across cohorts – for the Indian consumers. There have been dramatic shifts socio-culturally, in our economy and infra in these last decades. Many boomers have successfully adapted to the new world with their kids; sampling consumerism, living it up via travel, Insta and enjoying new experiences.  Gen X is

Founded in 1971 in the city of Seattle, USA, the brand has changed the way the world drinks coffee. Starbucks created the coffee shop as the third place between home and work where people can relax, enjoy a cup of coffee, and experience the inviting ambience. They make the expense of the drink worth it to their customers by focusing on making ‘Starbucks the third place’ and providing a place for their customers to be and interact. The Strategy: Origins:  Starbucks recognised

This March 8th it’s important to remember that we need more than a celebratory day to bring ‘real change’ for women around us!  We had over a hundred extensive conversations with Urban women (NCCS A,B) in 2024 as part of our work as human behavior experts and insight miners supporting marketers. Here are our 5 key observations: 1.     ‘Glow and lovely’ still rules In most of our conversations with women, physical appearance remained key to her identity. However, the modern w

Netflix marketed its movie Kho Gaye Hum Kahan or KGHK as the GenZ version of classics like ‘Dil Chahta Hai’ and ‘Zindagi Na Milegi Doobara’.   IMHO, the movie was sad even as there is a sudden - almost unreal- transformation in the lives of its lead characters, and the movie ends on an upbeat note. After all, there is only that much realism one can take and typically Indian audiences need happy endings!! One would argue that the struggles of career, relationships and identity

De Beers' marketing strategies in the early 20th century are a masterclass in shaping consumer behaviour and perceptions. Their "A Diamond is Forever" campaign was groundbreaking in several ways, that continue to influence the diamond industry and consumer mindset today.  The Challenge:    De Beers needed to revolutionize social perceptions ingrained over generations, that diamonds were exclusively for the wealthy .  Amidst economic hardship and declining diamond sales post-W

Understand the different types of cognitive biases and how they help you decode consumer behaviour and shape your marketing strategy.

In today's data-driven world, businesses are constantly seeking ways to optimize their marketing strategies and improve user experiences. A/B testing, also known as split testing, has emerged as a powerful technique to achieve these goals. Winning on KPIs that matter via A/B Testing Almost all startups and data driven organizations are using A/B testing for improving some aspect of their business. Netflix had published how it had seen significant improvements in user satisfac