The Insights Hub

Understanding consumers is no longer a matter of guesswork. Today’s marketers and researchers operate in a landscape where decisions change quickly, loyalty is fragile and expectations rise with every brand interaction. This makes the determinants of consumer behaviour  one of the most important areas to decode. These determinants reveal why people choose certain brands, reject others, compare endlessly and switch loyalties overnight. By understanding what drives consumer dec

Every marketer loves a good idea. The kind that sparks excitement in boardrooms and fills presentation slides with promise. But the harsh truth? Even the most brilliant ideas can fail spectacularly when they meet real consumers. That’s where concept testing  steps in, the crucial bridge between assumption and assurance. In a world where launch timelines are shrinking and competition multiplies overnight, concept testing is no longer optional. It’s the sanity check that helps

Every marketer has lived this nightmare. A campaign that looked flawless in the pitch deck, won hearts in internal reviews, and got an enthusiastic “Go live!” from leadership, only to crash and burn once the ads hit the audience. What went wrong? Often, it isn’t the creative itself, it’s the lack of ad testing  before the launch. In today’s fast-paced marketing world, where ad budgets are tightening and attention spans are shrinking, testing ads before scaling them is no long

2025 is fast approaching, and with it comes a new wave of challenges and opportunities for brands. Staying ahead of the curve will demand...