I’m not a car enthusiast as anyone seeing me arrive in my beat up, 10 year old Hyundai will attest to. Nonetheless, I’m currently doing an “all things car“ trip through Germany with my 19 year old son, on the way to see the F1 in Belgium #bestlife. I am learning a lot. Cars are great demonstrations of the concepts of branding, positioning and human insight. I use them as examples whenever I talk about positioning and why emotional / symbolic needs are the heartbeat of bran

I’ve been trying to find an analogy to conceptualise how data analytics and market research work together. They deliver different types of information, and play different roles, in the marketing or business strategy process. I’ve settled on a fried egg. Data analytics is the yolk. The shiny, yummy yellow bit wobbling on top. It surfaces "insights" related to performance metrics. It tells us “what is happening” in the here and now, compared to the past, and, at least within t

Pros and cons of doing qual in person or online Covid opened the door to greater use and acceptance of online tools for conducting interviews and group discussions. There are benefits to both types, and what you use when depends on task, logistics and budget considerations. Here we break down the advantages and disadvantages of doing qualitative research in-person compared to online. Differences in Efficiency & Logistics Online focus groups and IDIs (Zoom, Microsoft Teams, Go

Short answer - not if you want reliable, meaningful insights Chat GPT and fellow LLM AI tools swept across the landscape of the last...

In today's rapidly evolving world, innovation is the driving force to success. At Leap Insight, we know empathy moves the needle on...

In design thinking terms, Empathy is a key stage in the interactive process of developing new products and solutions that solve problems...

Twice in the last week I was blown away by unexpected “post-service” service. The first event related to my local Thai massage place....

One thing marketers are not short of is data. We are drowning in it - from Google analytics and Meta data to qualitative and quantitative...

1. Synchronised Clapping (https://www.sessionlab.com/methods/sync-claps) Time: 5-10 mins Group Size: 5+ 1. Group stands in a circle 2....

A brash, bold and alarming headline the other day read something along the lines of “20% of Australians to refuse jab”. Of course, data...