Higher At Work

7 Sep

A customer-centric approach for Brand differentiation

Today, a key challenge for brands is to differentiate themselves in highly competitive markets. Internet helps customers enjoy tremendous ease of access and they are spoilt for choice in most categories. In their perception, everything else being equal, price becomes the primary driver of what they choose or buy. For [...]

4 Sep

A marketer’s guide to great customer interviews

A crucial element of marketing success is the ability to understand customers and gather great insights for marketing action. This article shares a few guidelines to conducting great interviews with stakeholders – customers, partners, employees, external experts and more.

1 Aug

Market Segmentation: Understanding people, not just data

For accurate segmentation, we need to take into account customers’ life journeys and the deeper motivations and anxieties that are shaped by their life experiences.

10 Dec

How we built a health systems map

How does change happen, on a large scale and persist over a long time? How do we work on bringing about change and not be blindsided by its unintended consequences? These were the questions we were confronted with, when we worked with an organization working on community health in India. [...]

9 Nov

Digital India: Small Towns Going Digital

The small towns of India are getting rapidly digitized. Affordable smartphones, mobile data revolution accelerated by Jio and then Covid have given digitisation in small towns and villages a massive push.

3 Feb

Looking at 2021: B2B Tech Content Marketing Trends

2020 was the year marketing in B2B tech came into its own. On behalf of Isoline Communications, we conducted research with over 50 B2B tech leaders across the world towards the end of 2020 to understand how the Covid-19 has changed B2B technology content marketing. The pandemic experience in 2020 has [...]

5 Jan

B2B technology brand positioning: A collaborative approach

How are your customers are changing and adapting to the new ways of living and working? Can you help them with your products, services and communication? Are you finding it difficult to differentiate your offerings in a highly competitive market? Why would your customers choose you over others? Technology has [...]

16 Dec

Understanding India’s success with Polio Elimination

As the world gears up to rollout the Covid-19 vaccine, we revisited our learnings from studying a successful immunization program in India. Polio eradication strategy was a global one, driven by powerful stakeholders from the developed world. The Government of India, in aligning with the global goal for Polio elimination, concentrated [...]

8 Dec

Understanding customers: How to listen, so they talk

Seven tips to help you conduct great research interviews A crucial element of our work is conducting great interviews that lead to deep and meaningful insights for our clients. Interviewing people may seem like a simple task, one that anyone can do. However, it is a higher order skill that [...]

7 Dec

Brand differentiation through listening deeply

Top tip to create powerful #brand propositions for your stakeholders. Listen deeply, ask earnestly and draw from wisdom of all. Time and again, listening to small groups of loyalists has led us to most relevant and powerful #propositions for our clients. Internal conversations, expert inputs and desk research provide a macro understanding of trends [...]

A customer-centric approach for Brand differentiation

A marketer’s guide to great customer interviews

Market Segmentation: Understanding people, not just data

Digital India: Small Towns Going Digital

Looking at 2021: B2B Tech Content Marketing Trends

B2B technology brand positioning: A collaborative approach

Understanding India’s success with Polio Elimination

Understanding customers: How to listen, so they talk

Brand differentiation through listening deeply

Follow Us

May We Suggest?