marketing – Higher At Work

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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 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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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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Brands’ search for growth: Towards the hinterlands

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.

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Humanising Brands is crucial to Brand Strategy

Brand Personality can provide the key to an effective marketing strategy. It is often thought of as a fuzzy 'tone and manner' concept that only the creative and content teams need to work with. What many marketers miss is how powerful and useful a tool it is to plan all [...]

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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.

Tag: marketing

How best to use AI tools for Qualitative Research

An argument against market research, as is!

How to get your Market Research Right

Developing a brand strategy that sees the light of day!

Why sustainability marketing is not working for Indian customers.

AI in Marketing: User’s Reflections

Customer Journeys: Bane or Boon?

Brands’ search for growth: Towards the hinterlands

Humanising Brands is crucial to Brand Strategy

A marketer’s guide to great customer interviews

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