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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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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 [...]

Tag: content

An argument against market research, as is!

Why sustainability marketing is not working for Indian customers.

AI in Marketing: User’s Reflections

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