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2018 TREND REPORT | "DIGS, DOGS, & DIAPERS" | The Millennial Nesting and Parenting Trend by Kate Murphy, Strategist & Research Manager
There are 83MM millennials in the U.S., ranging in age from early twenties to late thirties. More than 16MM of them are moms, and more than 40% of identify as parents. Millennials who are not yet parents are settling down in other ways, through pet ownership, home improvement, cooking, and more. Sales and marketing professionals need to start thinking of millennials in a different way: as parents, pet owners, home and apartment renovators, home cooks, and professionals. In other words, millennials are “adulting,” and it’s time we recognize that! DOWNLOAD our free deep dive into a 2018 trend we call "Digs, Dogs, and Diapers."
2018 TREND REPORT | "THE ALLURE OF LESS" | Simplicity's Crucial Relief to the Overwhelmed Consumer by Kate Murphy, Strategist & Research Manager
Consumers are gravitating toward “simple” products and experiences (even vicarious ones) that are made for the social media age. As technology becomes more inescapable and it becomes harder to truly disconnect, simplicity in form and function provides a crucial relief to the overwhelmed consumer. DOWNLOAD our free deep dive into the simplicity/minimalism movement.
2018 TREND REPORT | "SEGMENTNATION" | Mining Growth Through New Market Segmentation Strategies by Kate Murphy, Strategist & Research Manager
A new class of entrepreneurs is now disrupting the big players by targeting the specific needs of smaller segments of the population through digital platforms. Thanks to social media, these self-selecting groups have built community around specific interest areas and pent-up need states, making them potentially highly devoted customer bases for minimum viable products. DOWNLOAD our free deep dive into mining growth through new market segmentation strategies–a 2018 trend we call "SegmentNation."
4 Ways to Build a Cohesive Brand Experience by Stephanie Zanin, Director of Strategy Services & Garret Drexler, Director of Customer Experience
Is your brand is well defined, but you need help defining the right customer experience? Is your customer experience working well, but you need help aligning your brand? Do you need help defining both your brand strategy and your customer experience? Or, do you just want to know where to start? Download our free interactive collection of how-to guides on these four common challenges in aligning brand and customer experience.
2018 TREND REPORT | "B2B GOES C" | Adapting to Meet the Rising Expectations of the B2B Buyer by Kate Murphy, Strategist & Research Manager
With more millennials in the workplace and new technology adoption by all workers, today’s B2B buyer expectations of their purchasing experience mirror those of B2C consumers. To stay competitive, it is essential for companies to understand how today’s B2B buyer makes his or her purchasing decisions—and adjust their sales and marketing strategies accordingly. However, most marketing and sales leaders aren’t paying nearly enough attention. DOWNLOAD our free deep dive into a trend we call B2B Goes C.
Brand Strategy? Or Brand Identity? Let's Review. by Stephanie Zanin, Director of Strategy Services
We’re all guilty of using jargon and insider short-hand when talking about our areas of expertise. Marketers are perhaps more guilty of this than any other group. As a brand and communication strategist, one of the short-hand terms that I find causes the most confusion is the broad and multitudinous use of the word “brand.”
How to Think About the Brand-Customer Experience Relationship by Stephanie Zanin, Director of Strategy Services
Just as organizations realized, over four decades ago, that a deep understanding of brand could provide significant financial value to organizations, so it is with customer experience planning today. Recent studies by Gartner, Forrester, and Maritz all indicate the leading organizations are more than doubling their investment in understanding and planning their customer experiences compared to the previous five-year period.
Finding New Markets for Your Existing B2B Products: Where to Start by Campos
Reaching new markets is a common strategy to achieve business growth. Drawing from our experience of supporting B2B clients over the past 20+ years, in this post, we've compiled key success factors that help to support and accelerate that growth. We also outline the common challenges that companies face along the way.
'Numbers and Narratives' Build a Bridge, Fill in the Blanks by Alice Greene, VP Research Services
As consumers, employees, students, and Fitbit-wearing human beings, we are being provided with more and more information every day about ourselves and how we benchmark against others—seemingly to no avail. We all know why: Data alone is never enough. But I have been obsessing about how data, in combination with an individual’s own interpretation of, or story about, that data, has the potential to unlock significant personal growth and societal change.