Qualitative research has always been the beating heart of deep consumer understanding. It’s where nuance, emotion, and the “why” behind behaviour come into focus, often in ways that quantitative methods can’t fully capture. And for many questions, traditional qualitative approaches remain essential. But what happens when the question is urgent, budgets are limited, or you […]
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Proactive Insights: How to move from reacting to leading.The mindset shift: From monitoring what happened to predicting what’s next, and why. “The travel and hospitality landscape is a whirlwind of constant evolution. Adapting to new traveler demands, navigating unforeseen disruptions, and staying ahead of the competition require a level of agility that can only be
When it comes to growing your brand, the focus usually lands on expanding your existing customer base, improving retention, or boosting the average order value. But what about those who aren’t your customers yet—the ones who actively or passively avoid your brand or even the entire category you’re in? Understanding why they steer clear can
Understanding the “Non-Customer”: Uncover New Opportunities by Addressing the Unseen Read More »
