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 satisfaction and...

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 Kotler, now 93...

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 facing a unique...