Global

Global

MALE IN THE MIDDLE: Understanding the untold story of middle-class men in Indian households

December 19, 2025 0

India’s urban middle-class men—one of the country’s most influential yet increasingly misunderstood consumer groups—are undergoing a profound identity renegotiation shaped by feminism, changing family structures, shifting career paths, and fast-evolving media narratives. This article uncovers the complex tensions shaping their lives. For brands and researchers, this segment’s layered psyche represents an urgent—and largely untapped—opportunity. This piece offers a rich, insight-packed roadmap for anyone seeking to understand or influence India’s evolving male consumer. […]

Global

Germany – A Powerhouse Running Out of Steam?

September 16, 2025 0

Germany—long a symbol of prosperity—is showing signs of a subtle “poverty creep.” Growth has stalled, infrastructure is crumbling, consumer confidence is low, and once-admired cultural virtues are flipping into inhibitors. This article examines five such shifts—eco-idealism turning into guilt, consensus stifling individuality, perfectionism leading to fatalism, rule-following morphing into red-tape overload, and prudence mutating into missed opportunities—and offers suggestions for marketers and researchers on how to re-inject energy, empathy, and rule-breaking creativity to help loosen consumers’ purse strings and reawaken possibility. […]

Global

From Focus Groups to Roblox: The Evolution of Digital Immersive Research Methodologies

July 3, 2025 0

Immersive research is moving beyond gimmicks and into the mainstream, transforming how we engage participants and uncover deeper insights. This article explores how custom-built virtual environments—ranging from a futuristic Roblox retail world to gamified sustainability labs—create psychological safety, heighten engagement, and spark more authentic responses than traditional methods. From testing AI beauty assistants to exploring Gen Z’s vision for retail, immersive research is delivering scalable, cost-effective, and emotionally rich insights. If you’re a marketer or researcher looking to future-proof your approach, this is a must-read on where qualitative research is heading next. […]

Global

The Evolving Landscape of Global Tourism: Uncovering Hidden Connections with Semiotics

December 4, 2024 0

Explore how the global tourism landscape is changing, driven by new traveler segments, the rise of culturally immersive destinations, and the influence of the creative economy. Delve into the importance of semiotics and cross-cultural understanding in crafting meaningful travel experiences while addressing the challenges of overtourism and the need for ethical tourism practices. […]

Global

Against the Odds: The Battle-Hardened Spirit of Latin Americans

June 12, 2024 0

Olivia Tykocki, a researcher with Latin American roots, shows Latin Americans not merely as survivors in the face of ongoing economic and political upheavals, but as masters of adaptation. Based on insightful research and first-hand experiences, Tykocki uncovers how enduring cultural values intersect with adaptive responses to shape consumer behavior and inspire innovation in the LatAm market. […]