Higher At Work

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Collaborative friction in product innovation workshops

The way discussions between different teams go in product innovation workshops: Insight: "Customers are really pained by this problem. No brand offers a solution. It is accepted as an unsolvable category compromise. Customers are asking us, can you focus your innovation on solving this problem?" Marketing: "We need a highly [...]

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How best to use AI tools for Qualitative Research

We ran a pilot to explore the potential of AI tools for qualitative research analysis. We used data from an actual project and compared work by AI tools with that of a seasoned researcher. We used a variety of AI tools - Forelight, Dovetail, Gemini. Planning Discussion Guide We tried [...]

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An argument against market research, as is!

Market research is a hundred year old industry. There is an existing structure, dominated by large research agencies. The establishment suggests a sense of apparent safety and reliability. It has to its credit: Large scale: The sheer size of large market research agencies provides assurance and promises economies of scale [...]

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How to get your Market Research Right

Research is much maligned these days. Some criticisms are valid. Research insights often are superficial, impractical. Worse still, they can be dishonest and completely inaccurate. Why is it difficult to get accurate, actionable research insights aligned to business needs? Among many reasons, it is a lack of respect for the [...]

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Developing a brand strategy that sees the light of day!

A brilliant strategy is useless if your team and leadership do not rally behind it. As a brand owner, your priority is to build a powerful brand that helps increase market share, premiums and build customer loyalty as well. But it is easier said than done. You face multiple challenges [...]

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Why Sam Altman made me think of a woman in a village in UP, India

Sam Altman, the new tech visionary, recently claimed that billion-dollar "unicorn" companies could be built with just 10, or even 1 person in the future. Advancements in automation, AI, and software development tools are making it easier for individuals to achieve what once required larger teams. One programmer with the right skills and [...]

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Why sustainability marketing is not working for Indian customers.

Indian customers do not buy sustainability.They buy convenience and savings. We’ve spoken at length to a large number of customers about sustainability. While this is usually in relation to the category we are working on, certain common themes emerge from hundreds of conversations with customers across categories. https://videopress.com/v/PDyGQjby?resizeToParent=true&cover=true&posterUrl=https%3A%2F%2Fhigheratwork.com%2Fwp-content%2Fuploads%2F2024%2F02%2Fsustainable-customers-_mp4_std.original.jpg&preloadContent=metadata&useAverageColor=true Indian Customers [...]

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AI in Marketing: User’s Reflections

I got on the AI user train pretty early. We were synthesizing nearly 4 months of work on a large project and had to write nearly 11 long reports that brought together insights about our client organization, its stakeholders and general trends and macro category data. If you have written [...]

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All Purchases are Emotional

Like most decision making, our purchasing behaviours are driven by emotion. This is true even in categories that are seen as purely functional, or the dreaded ‘commodity’ type! Even when the product benefits for the customer seem purely functional, there is an emotional payoff that he receives from that functional [...]

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Customer Journeys: Bane or Boon?

All marketers talk of customer journeys. They are immensely useful to design effective solutions for different customer groups at various touch points. When understood well, customer journeys can help effectively deploy marketing budgets and activities to achieve business objectives. Deep insights into customer journey can help us understand various need-gaps [...]

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