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Closing the Gap Between an Abundance of Innovative Ideas and Limited Resources to Manage
The Explosion of Ideas "Everything that can be invented has already been invented."  This famous quote—although mistakenly attributed to...
Martin Hellich
28. jan.6 min lesing

The Great Retail Reset
New Year, All Change? Philip Kotler has long been a guiding voice in marketing, and his latest book, Redefining Retail, brings fresh...
Adrian Sanger
15. jan.3 min lesing

Balancing demand and supply in White Space Seeking
Gaining a competitive edge by identifying white spaces In a market where product differentiation is narrowing, competitors accelerate...
Martin Hellich
17. des. 20243 min lesing

The Answer is in the Data!
AI in retail. It’s the shiny new toy every marketer is desperate to flaunt. Today, algorithms and predictive analytics promise to...
Adrian Sanger
10. des. 20244 min lesing

Consistency and Distinctiveness: The Balancing Act of Great Advertising
As a market researcher, I’ve had the privilege of testing hundreds of ads before their campaigns go live. One of the recurring challenges...
Jori van de Spijker
3. des. 20244 min lesing

Closer to the people – How to improve the validation of Jobs-to-be-Done
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...
Martin Hellich
12. nov. 20244 min lesing

In search of a profitable path – Why volumetric models should also consider strategic options
Optimised for a No-Go Consider a product manager tasked with launching a new product in a specific country. With a clear understanding of...
Martin Hellich
15. okt. 20243 min lesing

AI on the aisle
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?...
Adrian Sanger
7. okt. 20246 min lesing

The vanity of long video ads in a 1.8-second world
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...
Jori van de Spijker
30. sep. 20243 min lesing
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