Our Thinking

When we’re not thinking about what our clients need, we regularly muse on the world today and observe what’s happening around us. Feel free to read our opinion on the things that we think matter.

Customer Journey Mapping Best Practices 2026: From Data to Wisdom

What if your customer journey map acted as a living GPS rather than a faded paper map from a decade ago? Most leaders realize that static diagrams...

12 Essential Questions to Ask a Brand Consulting Firm Before Hiring in 2026

What if the most expensive mistake your business makes this year isn't a failed product, but hiring a partner who only polishes the surface? A 2024...

How to Measure Brand Sentiment: Turning Raw Data into Strategic Wisdom

A 2023 report by Gartner indicates that 60% of CMOs believe their current data tools fail to capture the subtle nuances of human emotion. You've...

The Agile New Product Development Process: Turning Data into Wisdom

Why do 95% of new product launches fail every year, according to research from Harvard Business School, even when companies have access to more...

Identifying Market Opportunities for Growth: Where Data Meets Human Wisdom

Most brands are currently drowning in data while starving for the wisdom to use it. A 2023 report from Splunk revealed that 55% of an organization's...

Creating Customer Personas from Data: Turning Cold Metrics into Human Insight

Most marketing personas are little more than fictional characters living in a forgotten PDF. A 2023 study by Cience revealed that 72% of B2B...