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Our blog
Rethinking What “Losing Relevance” Really Meant for MTV
By 2010, the media landscape was moving fast. New digital music channels were emerging, and MTV was picking up an uncomfortable signal from conventional research: surveys and focus groups suggested the brand was losing relevance with
Understanding Emotional Responses to Fragrance in Context
A global fragrance company wanted to profile how four new fragrances were experienced, with a specific focus on their functional emotional use.
The goal was to understand which fragrances naturally support different emotional states, for example, which scents help calm or reduce anxiety in work environments, and which feel more appropriate in contexts requiring reassurance or comfort, such as high-trust or service-led settings.
This introduces a more
The Three Pain Points of Commissioning Market Research
When people answer survey questions, their responses are influenced by many factors: social desirability, rationalisation, or simply the difficulty of articulating instinctive reactions. As a