The Explosion of Ideas "Everything that can be invented has already been invented."  This famous quote—although mistakenly attributed to...

New Year, All Change? Philip Kotler has long been a guiding voice in marketing, and his latest book, Redefining Retail, brings fresh...

Addressable TV als sleutel tot persoonlijke aandacht

Gaining a competitive edge by identifying white spaces In a market where product differentiation is narrowing, competitors accelerate...

AI in retail. It’s the shiny new toy every marketer is desperate to flaunt. Today, algorithms and predictive analytics promise to...

As a market researcher, I’ve had the privilege of testing hundreds of ads before their campaigns go live. One of the recurring challenges...

Innovation Management with Jobs-to-be-done “ People don’t want a 1/4 inch drill; they want a 1/4 inch hole “. This famous quote by...

Optimised for a No-Go Consider a product manager tasked with launching a new product in a specific country. With a clear understanding of...

You know that moment when you’re in the supermarket, staring at a sea of cereal boxes, and—without fail—you grab the same one every time?...

It’s no secret that people on social platforms are not there for the ads. So why are we still making long ones? Marketers know better—at...

Uitdaging van de klant Voor veel merken zijn Category Entry Points een belangrijk hulpmiddel voor merkengroei. Inzicht in wat mensen aan...

Uitdaging van de klant Onze klant, een wereldwijde producent in de FMCG-sector, stelt jaarlijks ambitieuze groeidoelen voor zijn snoep-...