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AI in retail. It’s the shiny new toy every marketer is desperate to flaunt. Today, algorithms and predictive analytics promise to ‘revolutionise’ how we shop. But here’s the thing: for all the fanfare, many retailers are still struggling to get the basics right. Empty shelves? Clunky layouts? No AI in the world can fix that if you don’t have your act together first. So before we hand over the keys to the geeks, let’s take stock of where AI is genuinely making a difference. No

As a market researcher, I’ve had the privilege of testing hundreds of ads before their campaigns go live. One of the recurring challenges I see advertisers face is this: how to strike the delicate balance between being consistent and being distinctive. Get it right, and your ad not only builds your brand but also cuts through the noise of today’s cluttered media landscape. Get it wrong, and you risk either being forgettable or utterly disconnected from your brand.

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 Theodore Levitt in 1962 shifted the focus of innovation from the products themselves to the jobs that customers are trying to accomplish, transforming the way companies think about product development.

Optimised for a No-Go Consider a product manager tasked with launching a new product in a specific country. With a clear understanding of responsibilities and marketing options, the manager carefully assesses all available tactics. After conducting thorough research and predictive modelling based on an optimal mix of marketing variables—such as price, packaging, and communication strategy—the data reveals significant market potential in terms of buyers and purchase frequency.

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 almost automatic. There’s real science behind that choice, and brands work hard to land well the best spots on the shelf. Challengers need to convince shoppers to break habits, while leaders focus on reminding and reinforcing. Let the battle begin!

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 least, the data makes it pretty clear. The average viewing time for a video ad on Facebook is a whopping 1.8 seconds. Let that sink in. TikTok? Even worse. On these platforms, people are primed to swipe within the blink of an eye. To top it off, most of them have the sound turned off.