In my first article in this series, I laid out an approach for identifying the modes that people get into, and I introduced the idea of a mode map. For part two, I’d like to apply mode map thinking to ...

When shopping, do you go to a store in person, or do you order online? For most people, the latter option is becoming increasingly popular. Staying attuned to evolving consumer behavior is vital for ...

In business, a key part of effective marketing is knowing the customers needs, wants and desires. Much of this can be predicted by the behaviors in the market and knowing the ideal customer for your ...

Consumer behaviour refers to how individuals, groups, and organizations select, buy, consume, and dispose of products, services, time, and ideas, to satisfy their needs and desires. This behaviour is ...

In a groundbreaking shift for the marketing world, artificial intelligence (AI) is granting professionals a power previously out of reach—the ability to deeply understand the elusive “WHY” behind ...

Dr. Bin Tang, Founder & CEO of Noah Digital, is an internationally recognized AI & digital marketing leader & author of “Local to Global.” Marketing has always been about understanding your audience.

Packaging is a unique aspect of the product world because it often serves as an ambassador for the brand. Good product packaging can influence consumer behavior. It’s a microcosm of the broader world, ...

As businesses get better at understanding their target audiences, the channels they use and their performance metrics—largely thanks to software advancements—one group remains a bit of a mystery: ...

B2B buyers are not purely rational. Learn how deeper research into organizational dynamics, internal alignment, and human ...

As Kenya’s beauty and personal care industry crosses the Sh40 billion mark, multinational players are increasingly turning to localised strategies to win over consumers. Doreen Kathambi, Brand ...

Retailers are using daily transaction insights to understand subtle (yet important) nuances of how consumer spending shifts ...